Blaise Lucey’s Post

How exactly is attention measured? At IAB, we've just rolled out a comprehensive set of resources designed to guide advertisers, agencies, and publishers through the nuances of attention measurement (aka Attention Toolkit). Our first explainer dives into leveraging data signals to measure attention. 1. What’s Measured vs. What’s Not: An overview of quantified attention aspects and current measurement limitations. 2. Requirements: Necessary hardware and software for implementing attention measurement solutions. 3. How it Works: The processes and methodologies used to capture and analyze attention data. 4. Outputs and Reporting: How attention metrics are reported and the types of insights provided. 5. Strengths and Limitations: The advantages and potential drawbacks of different attention measurement approaches. 6. Other Considerations: Additional factors such as privacy concerns and scalability. 7. Use Cases: Practical applications of attention metrics across various stages of the advertising lifecycle. Within this toolkit, we've also included the following to help you get started and find the right partner(s) for your business needs.: - Advertiser / Ad Agency Checklist - Publisher Checklist - Request for Information Questions https://lnkd.in/erbUQW9M #Attention #Measurement

During a 𝟮𝟬𝟮𝟮 𝘀𝘂𝗿𝘃𝗲𝘆 carried out among 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗺𝗮𝗸𝗲𝗿𝘀 worldwide, 𝟮𝟯 𝗽𝗲𝗿𝗰𝗲𝗻𝘁 of responding advertisers said that 𝘁𝗶𝗺𝗲 𝘀𝗽𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 was the main key performance indicator (KPI) for the most recent 𝗰𝗼𝗻𝘁𝗲𝗻𝘁-𝗹𝗲𝗱 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 they worked on a shift in 𝗯𝗿𝗮𝗻𝗱 𝗽𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝘀 was named by an equal percentage of responding advertisers. #contentmarketing #marketingdigital #digitalamarketing #campaigns #marketanalysis

In 2024, navigating the digital ad world can feel like a maze. But what if you could cut through the noise and reach real people, not bots? That's where BRIDGE steps in. Imagine this: your ads only reaching verified individuals, not cookie-based ghosts. Here are three common pain points: 1. Wasted budget on non-human traffic. 2. Lack of transparency in ad performance. 3. Over-reliance on outdated cookie data. Now, let's tackle these: 1. Focus on people-based marketing. 2. Use 1st-party data for accuracy. 3. Ensure end-to-end attribution. 4. Prioritize ethical data sourcing. 5. Opt for platforms that know their audience. Ready to transform your ad strategy? 🤔 What’s your go-to method for ensuring ad efficacy? Follow me for more insights! Learn More: https://lnkd.in/gwYyHhzn

With big data comes big responsibility. I’ve posted about benchmarks this week, and just because you’ve built out your own proprietary benchmarks doesn’t mean they should be used in every scenario. For example, I’ve seen multiple instances of brands optimizing for a CTR benchmark for “mid-funnel” campaigns throughout my career. While having a standard CTR benchmark as a guideline can absolutely be used for creative optimization, I don’t recommend using this metric as a campaign’s north star. Proprietary benchmarks are fantastic and often useful, but only when used appropriately. - - - - - If you’ve found this insightful, I share the actual work I do to help my clients grow their paid media programs in my weekly newsletter. You can subscribe through the link in my profile. #paidmedia #digitalmarketing #growthmarketing

Association of National Advertisers (ANA) has released an insightful report titled “The Acceleration of Principal Media,” aiming to bridge the knowledge gap among marketers regarding principal media practices. As Principal Media gains traction, it's essential for marketers to understand its potential benefits and challenges. #MarketingInsights #PrincipalMedia #ANAReport #MediaBuying #CostSavings #Transparency #MarketingBestPractices #AdvertisingStrategies #DigitalMarketing #MediaTransparency

As the digital landscape becomes increasingly crowded, advertisers are turning their focus to attention metrics as a gauge for ad effectiveness. Uncover why these metrics are becoming the gold standard for understanding real engagement and value in advertising. #AttentionEconomy #AdEffectiveness https://lnkd.in/e25NHYmr

Why pushing more ads isn't the total solution in 2024... I’ve been thinking a lot about how we’re all living in an overstimulated world, where throwing more ads at people is becoming less effective in generating a tangible ROI. Don’t get me wrong; paid media and advertising are by no means dead - it’s a large part of our business at WILD AIR Agency - but it’s becoming harder to make a real impact. At this point, it’s a pure numbers game! I recently came across some insights that really opened my eyes to how brands are shifting their approach. If you’re curious about where things are headed; and why connecting with people on the ground is going to be key; check out my latest video. If you would like access to the the research paper, lets connect and I'll pop it to you in a DM. As always, I am keen to hear your thoughts! P.S: Did you know that events are the number 1 way of obtaining verified first person data?

Is your programmatic campaign quest feeling more Mordor than Shire? Fear not, adventurers! We've crafted a roadmap to help you conquer the perilous path of programmatic advertising. Read more in this blog: https://lnkd.in/gf7WsyeP #programmaticads #digitalcampaigns #adcreatives #mediaplanning #analysis #metrics

🌟 Attention all marketers and advertisers! Interesting insights from YouGov that explore the ever evolving media landscape and ask three big questions that advertisers and marketers need to consider in 2024. Stay ahead of the game - read the full article here. #MarketingTrends #ConsumerBehaviour #DesignAgencyInsights