MediaTalks - a podcast series by FreeWheel
MediaTalks is a podcast series from FreeWheel, a Comcast company. During this short 15-minutes fire side chat, we talk to Senior Media Executives from both the buy and the sell-side to explore the challenges and opportunities that we, in the media industry, are experiencing today. As the conversation unfolds, we examine some important issues, opportunities and market trends, and try to better understand the world of media and video advertising.
MediaTalks - a podcast series by FreeWheel
Are we paying enough attention? Why Attention is becoming a vital piece of campaign effectiveness
Measurement remains one of the major inhibitor of ad spend and is certainly one of the biggest challenge in our media industry. It is one thing to ‘reach’ consumers with an ad, but critically there is a growing question on how well the ad performed? Or really if viewers have actually paid Attention to the ad?
Interests around Attention has grown recently due to the inability of online measurements to provide effective reports on ad exposure and the real impact of an ad on consumers. But attention is hard to quantify and measure and is often mis-understood. In this episode, I have the pleasure to talk to Nicolas Grand, SVP Transformation at Omnicom Media Group (OMG), to uncover Attention and how OMG has taken significant steps to become one of the media agency group that is pioneering the concept of attention planning and buying.