In this session...
Learn how brands like Bacardi work with partners such as Snap Inc. to evaluate marketing efforts that capture consumers’ active attention for positive business outcomes.
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“Attention is neither a commodity nor a currency. Rather, it’s a highly nuanced metric that enables more effective creative, planning and buying strategies, and decisions,” says Dr. Karen Nelson-Field, Amplified Intelligence Founder and CEO.
Understanding the multi-layered construct of attention is like unlocking the multifaceted levels of a video game. The intricacies of attention analysis are nuanced, but with tech-enhanced tracking, OMD is developing an attention playbook to understand media quality and optimize campaign performance.
This panel, moderated by OMD’s Chief Data & Technology Officer Sébastien Hernoux, reveals that while amid a fragmented media ecosystem — attention is a metric worth evaluating.
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What You'll Learn from This Session...
- Understand the value and construct of attention metrics.
- Learn about the proprietary attention study OMD and Snap Inc. implemented for Bacardi.
- Hear from Dr. Karen Nelson-Field — a leader in attention research — to understand how attention can be evaluated for highly immersive environments.
