What are media agencies telling the next generation of strategists?
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The role of advertising in Twitter’s future is wholly entwined with how seriously its new owner takes content moderation.
Most ads get glanced at rather than pored over. So why doesn’t the creative or media-buying reflect how people actually interact with media?
Thee value of audio, relevance, and experience is key in the complex journey to understanding attention.
Supporting responsible and sustainable media takes time and care to plan and buy. So why have media trading practices barely changed?
In the latest of this digital-media planning series, we’re going to fiddle about with another lever to improve performance: the cost per acquisition.
The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.
Rather than let itself get dragged into the freemium space, Netflix should take a bold and pioneering approach to advertising, writes the editor.
Can attention be both the “North Star to effectiveness” but also “really not how advertising works”, asks MediaCom’s Geoff de Burca.
Don’t be afraid of new metrics just because innovation is uncomfortable or people tell you to wait for the perfect form of attention measurement.