Uncensored CMO Cannes Lions - The Triple Opportunity of Attention with Karen Nelson-Field, Orlando Wood, Rob Brittain
9 snips
Jun 23, 2023 AI Snips
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Transcript
Episode notes
ESOV Breakdown
- ESOV (Excess Share of Voice) is becoming less reliable because it doesn't consider actual attention.
- Attention is now a key factor in advertising effectiveness.
Actual Reach vs. Paid Reach
- The actual reach of online advertising, especially programmatic, can be much lower than expected.
- Sometimes only 20% of paid reach translates into actual views.
Attention-Adjusted Reach
- Compare attention-adjusted reach curves with standard reach curves.
- This reveals the difference between served ads and consumed ads.