The opening day of the Audience X Science Conference Wednesday offered intriguing insights on leading-edge topics including AI and attention metrics for media and brands.
Most brands still face challenges to creativity that AI might help resolve, according to the Braze Customer Engagement Review, a study by Wakefield Research.
The reality is that publishers and TV networks cannot guarantee sales -- all they can do is provide a good advertising environment.
Programmatic was supposed to be about economic and efficient planning and buying, but a new ANA study finds it's mostly related to "bad things."
Erwin Ephron taught me there is no perfect form of media research. And as good as neuromarketing, biometrics, and computervision are in unlocking some of the mysteries of our brains may be, we still
need to apply our brains to interpret what those outputs actually mean.
Agencies refuse to be left behind in the AI frenzy. Many expect the AI-driven savings to more than double YoY, increasing by 134% in 2024.
Despite the push for streamers to cut TV/movie spending, major platforms keep funding billions on new TV and movie content, according to analysts from Bernstein Research.
Although marketers recognize the importance of attention metrics, there are varying perspectives on how it should be used, and for what type of media.
Microsoft said early Monday morning that Sam Altman will lead the company's new in-house AI team after the OpenAI co-founder was ousted from his startup on Friday.
Isaac Gerber, director of commercial insights and analytics at Captify, developed an organic way to protect consumer privacy, yet analyze behavioral patterns combined with search data.
Ad and marketing agencies are split on how to price paid ad and organic services. Many marketers still prioritize optimizing keyword research despite all the technology available to do tasks, a survey
found.
Omnicom's OMD unit and Teads will release results of what they call a pioneering neuroscience study analyzing the new metric, as well as three measurement tools associated with it.
Scott Simonelli, CEO of audio research and analytics platform Veritonic, believes that as more people listen to audio and podcasts, ad dollars will shift in unexpected ways.
Moz believes its developers have created a first-of-its-kind metric that can measure brand strength and salience. The company on Monday released the measurement platform at its annual conference.
Of the firms using AI, 42% describe the impact as very positive, Ascend2 and RPEOrigin report.
"Radio shined as the most efficient of the audio formats studied, proving to be 10 times more efficient when compared to the average online video ads measured" by Dentsu Media's proprietary media
attention benchmarks.
A link between sustainable ad practices and positive attention metrics shows that the longer an ad was viewed on a page, the lower the carbon emissions, according to a recent study. Here's why. The
analysis proved a spot in view for 10 seconds produced 64% less carbon emissions than a spot with a 5-second in-view time. The Scope3 carbon emissions model, which calculates the total grams of carbon
dioxide released from digital impression delivery (gCO2e), was the standard measurement used for the study.
Focusing on short-term metrics may hinder the improvement of company culture, Arbinger Institute and Ascend2 report.
LinkedIn is launching a suite of tools including the "CMO Scorecard," "B2B Index" and "B2B Leaderboard" intended to help companies better understand how brand investments are impacting their bottom
line.
Most companies seek to break down data silos, Tamr reports.
The CMO Council and Sprinklr released a report Monday showing two in three marketers lack confidence in their ability to achieve goals in the face of economic adversity and uncertainty.
Half of video buyers are using biometric attention metrics. When it comes to defining impressions, there's little consensus.
As Programmatic technology continues to take shape and plays a more pivotal role in the growth of OOH in 2023, Dentsu Media's SVP of Out of Home, Marc Bartholomew, will offer some key insights and
learnings from the lens of an agency buyer. This perspective will look into how Dentsu approaches Programmatic OOH for its clients; from discussing how and why it could benefit an advertiser through
to activation best practices and identifying key metrics for success.
NBCU and WPP's BAV Group think so -- and they have just released the latest findings from two decades of brand metric-tracking research to prove it.
Almost all B2B marketers feel that the ability to forecast pipeline outcomes is critical to their success, but only 29% can fully predict pipeline contributions, according to a report by Revsure and
Ascend2.
This younger group spends more time watching non-premium video and playing video games than watching traditional linear TV.
Eighty-three percent of UK marketers say attention metrics are important in reducing digital ads' environmental impact, and 58% believe attention metrics provide a better online experience for
consumers, a study by Teads in collaboration with Censuswide found.
"Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
The effect of time-shifted viewing is notable, considering fewer households that watch TV are using set-top boxes from traditional cable and satellite providers.
The cost of social will rise the most, according to Criteo's report - The Advertiser's Guide to New and Emerging Channels in 2023.