Attention please! Not seen=no effect.
Summary of the 20th CMO goes tech meetup - Prove your value as CMO with Attention as one of the key metrics!
Consumers are exposed to 4,000 messages a day and spend 3 hours 32 minutes online* …
How do we know what’s had an impact?
Our three experts from Odyssey, dentsu and Spendrups shared their best advise how to use Attention to improve your media planning to make sure you get true value for money.
Thank you Carl-Johan Runer from Odyssey, Jacob von Segebaden from dentsu and Björn Ivarsson, Media Manger at Spendrups Bryggeri AB for sharing your knowledge with our members and a special thank you to Odyssey for hosting CMO goes TECH.
Short summary
Not seen, no effect. Effect is dependent on attention.
It’s all about how much human attention you get for your money.
Choose digital platforms and placements based on the size of the task, i.e what you want to achieve. And adapt your message accordingly.
The Attention you get is set by the platform/ publisher (not by the creative).
Via Attention tools - get competitors’ attention-performance on: Channels, Publishers, Format, Frequency and Reach which will enable you to take inspiration on what competitors do that contributes with the most attention.
Objective with Attention:
Minimize waste and increase effectiveness of media plans and move from planning towards technical reach or viewability to attentive reach.
For the full story - please see the presentations and recording.
"To know what people really think, pay attention to what they do, rather than what they say" - René Descartes
Media is dominant but transfers the task of delivering the brand message to the creative along the way.
