Consumers today divide their time spent with media among a wider range of channels and devices including mobile phones and internet-connected TVs. This fragmentation has challenged marketers to find more ways to measure the effectiveness of advertising, including people’s attention to brand messaging. “Measuring attention is extremely important because we do see it as a leading indicator to business, whether that be sales or purchase intent, all the way to bigger brand metrics such as consideration,” Britt Cushing, head of communications planning at Omnicom’s OMD USA, said in this interview with Beet.TVcontributor Rob Williams. Attention metrics are especially important for measuring…

 CANNES – Measuring people’s attention to advertising in the past few years has become a bigger part of helping marketers to shape their campaign strategies. “When we think about attention, it came from our original desire to show an improvement in the way we harness our clients’ dollars to do better outcomes,” Chrissie Hanson, chief executive of Omnicom’s OMD USA, said in this interview with Jonathan Steuer, cofounder and chief executive of Anonymous Media Research. OMD started with gaze analysis that determines where a viewer is looking based on their eye movements and facial features. Its testing included about two dozen…

March 9, 2023 | By Patrick Coffee VideoAmp is part of a group of media-measurement upstarts aiming to challenge longtime standard-bearer Nielsen. VideoAmp Inc. hired media executive Jenny Wall to be its first chief marketing officer as it looks to further establish its position in the contentious media measurement space. Ms. Wall had been CMO of Paramount Global’s Nickelodeon and previously held marketing roles at Hulu, Netflix Inc. and Gimlet Media, a podcasting company owned by Spotify Technology S. A. At VideoAmp, Ms. Wall will lead a new effort to pitch its measurement services to marketers more directly, said Ross McCray, co-founder and chief executive at…

March 6, 2023 | By Jack Neff and Parker Herren. The U.S. Joint Industry Committee, led by media companies, has issued a new set of requirements for cross-platform video currency measurement aiming to certify providers in time for the 2024 upfronts. But while the standards have come fast, implementing them in little over a year will be difficult. The JIC is an outgrowth of work by TV-focused media companies and led by network-owned technology collaborative OpenAP. The requirements sent to seven measurement providers, including industry heavyweight Nielsen on March 1, also got backing from major media agencies and holding companies, which issued a joint statement in…

February 27, 2023 | By Michael Bürgi The media agency world seems to be in agreement that attention metrics can be an important metric to factor into planning and executing campaigns for clients. In some cases, clients are even pushing their media agencies to adopt attention metrics at a faster clip. But the ways in which attention metrics are being put to use by media shops is heading in different directions, depending on the holding company media agencies. To oversimplify, it boils down to whether they’re using it as a KPI or a currency. How a media agency answers that question…

 Consumers today divide their time spent with media among a wider range of channels and devices including mobile phones and internet-connected TVs. This fragmentation has challenged marketers to find more ways to measure the effectiveness of advertising, including people’s attention to brand messaging. “Measuring attention is extremely important because we do see it as a leading indicator to business, whether that be sales or purchase intent, all the way to bigger brand metrics such as consideration,” Britt Cushing, head of communications planning at Omnicom’s OMD USA, said in this interview with Beet.TVcontributor Rob Williams. Attention metrics are especially important for measuring…

 CANNES – Measuring people’s attention to advertising in the past few years has become a bigger part of helping marketers to shape their campaign strategies. “When we think about attention, it came from our original desire to show an improvement in the way we harness our clients’ dollars to do better outcomes,” Chrissie Hanson, chief executive of Omnicom’s OMD USA, said in this interview with Jonathan Steuer, cofounder and chief executive of Anonymous Media Research. OMD started with gaze analysis that determines where a viewer is looking based on their eye movements and facial features. Its testing included about two dozen…

March 9, 2023 | By Patrick Coffee VideoAmp is part of a group of media-measurement upstarts aiming to challenge longtime standard-bearer Nielsen. VideoAmp Inc. hired media executive Jenny Wall to be its first chief marketing officer as it looks to further establish its position in the contentious media measurement space. Ms. Wall had been CMO of Paramount Global’s Nickelodeon and previously held marketing roles at Hulu, Netflix Inc. and Gimlet Media, a podcasting company owned by Spotify Technology S. A. At VideoAmp, Ms. Wall will lead a new effort to pitch its measurement services to marketers more directly, said Ross McCray, co-founder and chief executive at…

March 6, 2023 | By Jack Neff and Parker Herren. The U.S. Joint Industry Committee, led by media companies, has issued a new set of requirements for cross-platform video currency measurement aiming to certify providers in time for the 2024 upfronts. But while the standards have come fast, implementing them in little over a year will be difficult. The JIC is an outgrowth of work by TV-focused media companies and led by network-owned technology collaborative OpenAP. The requirements sent to seven measurement providers, including industry heavyweight Nielsen on March 1, also got backing from major media agencies and holding companies, which issued a joint statement in…

February 27, 2023 | By Michael Bürgi The media agency world seems to be in agreement that attention metrics can be an important metric to factor into planning and executing campaigns for clients. In some cases, clients are even pushing their media agencies to adopt attention metrics at a faster clip. But the ways in which attention metrics are being put to use by media shops is heading in different directions, depending on the holding company media agencies. To oversimplify, it boils down to whether they’re using it as a KPI or a currency. How a media agency answers that question…