SANTA MONICA, Calif. – Marketers are placing greater emphasis on attributing how their television advertising leads to an outcome, which other kinds of media such as internet search and social networks do. As consumers divide their attention among a variety of viewing devices and media outlets, marketers are seeking more insights on people’s awareness of TV advertising.
Attention measurement is “an element that’s gonna help drive better effectiveness and better understanding on how your campaigns are performing,” Brad Stockton, senior vice president of U.S. national video innovation at dentsu international, said in this on-stage discussion with Jon Watts, editorial director of Beet.TV Events, at the Beet Retreat Santa Monica.
“The Holy Grail is you get the right reach – so, bring your audiences to the table. But is the right reach actually driving those eyeballs to see my ad?” Stockton said. “Is it resonating? How is it resonating? And what is the outcome of that?”
SAVOD Marks Next Evolution of Video Streaming for Brands: dentsu’s Brad Stockton
Whether an advertiser is a quick-service restaurant (QSR), a maker of consumer packaged goods (CPG) or an automotive brand, attention metrics have relevance across the spectrum.
“When we think about attention, it can do so much for our campaigns,” Stockton said. “How we get it and how we’re scoring that is really key.”
You are watching coverage of Beet Retreat Santa Monica 2022, presented by Ampersand, MiQ, Nielsen, PubMatic, T-Mobile Advertising Solutions and The Trade Desk. For more videos from the Beet Retreat, please visit this page.
