TECH NEWS: Media Buying Briefing: Omnicom’s OMD takes the next step in turning attention metrics into a valuable KPI for brands

dWeb.News Article from Daniel Webster AF dWeb.News


November 22, 2021 by Michael Burgi

Attention in all forms has inherent value. To help her students learn, a teacher needs their attention. When teaching their child how to cross the road safely, a parent must pay attention. Publishers, platforms, and all content creators need to be attentive so that they prove that the ad space and time sold to marketers will help move the needle.

Omnicom’s OMD has set out to transform all of the intellectual effort into considering attention as an metric into activation, and a useable KPI. Omnicom Media Group’s newly elevated global CEO Florian Adamski hinted strongly that attention is a vital element in gauging effectiveness for clients in media when Digiday spoke with him recently. Adamski stated that “we need a better understanding of how consumers react to certain formats and platforms.” “So attention planning will be one of our core initiatives moving forward, and it is important that we redefine the outcomes of what we do

Working with Australian audience measurement company Amplified Intelligence (led by Karen Nelson-Field), OMD is working towards codifying attention-related behavior. Amplified Intelligence’s app, AttentionTRACE, which is up and running in 10 countries at between 500 and 3,000 users per country, enables the camera on a phone, TV set or tablet to film the consumer watching ads (and seeks three levels of consent from the consumer before activating the camera). Three levels of attention were determined from the observed behavior:

Active, in which the user is looking directly at the ad
Passive, in which the user is looking at the screen but not the ad
Non-attention, in which the user isn’t looking at the screen at all

From that information, the degree of mental availability — the likelihood of a particular brand coming to mind when a consumer is looking to purchase something — can be determined, which is then applied to the brand’s message to help bolster short-term advertising strength.

“One the biggest learnings is about how long it takes to become mentally available, to shift from merely a nudge to something more lasting and meaningful that leads to brand development,” stated Chrissie Hanson of OMD Worldwide’s chief strategy office. It takes three to four seconds. It’s both reassuring, but also quite startling. It prompts a really interesting discussion with your creative partners.”

Melanie Norris is the managing director and head planning at Omnicom sibling BBDO worldwide. She understands the importance of the creative aspect. Norris said, “It begins with the inextricable connection between creative effectiveness as well platform performance in helping me get the right attention.” “This data gives us a deep insight into attention so that we can activate against it and really draw the right attention. We also have the ability to identify which channels and platforms are best for our brands.” Every client has a different problem.”

Although Amplified Intelligence works with many agencies from several holding companies and publishers, the progress made with Omnicom is the most important. “We have worked with [Hanson], and their team to not only understand how much attention is paid per platform or format but also answer some very big questions about what the distribution of attention looks like. This is how does it relate to short-term advertising strength and mental availability, which is the golden standard for brand growth. It’s a lot more work, but it’s still fun .”

OMD’s clients have joined the testing effort. Francesca Cardarelli is senior director of marketing planning & strategy at McDonald’s Canada. She stated that understanding how messages reach guests is an important metric. “Evaluating media placements and content through the lense of attention is an extension of this process and will help ensure that our investments are getting meaningful attention .

Added David Jimenez to the Renault Mexico advertising team: “Working together with OMD, Amplified Intelligence and other digital platforms, we are gaining insight into attention ceilings — knowledge that is critical for winning high early attention that drives sales and share .”

One caution AI’s NelsonField: For attention to influence sales, messaging must still fit the platform and mission. “Attention may be the most important metric at the moment. She said that at the end of it all, if a brand doesn’t have a clear message, it won’t be able to establish a relationship with an outcome. While attention is an effective way to help your brand grow in performance and marketing, it is still up to the creative and agency to achieve that .”


Color by numbers

Horizon Media’s WHY unit, which studies behavioral and social trends, found that consumers’ expectations of brands and marketers are changing in relation to corporate responsibility. In a report titled “Marketing with Consciousness: How Culture is Redefining Business Expectations,” Horizon urges companies to prioritize raising their consciousness, which translates to pivoting business priorities from corporate social responsibility (focusing on good corporate citizenship after satisfying all other business and economic priorities) to corporate conscious responsibility (becoming an agent of change for collective growth and betterment).

Among the report’s conclusions:

6 in 10 American adults say, “Recently I have begun working harder at becoming more self-aware.” That rises to 8 in 10 among adults 18-34.
65% of American adults believe “brands must contribute to the greater good of humanity. Those who don’t will become obsolete.”
61% of respondents say it’s just as important to them that a brand uses sustainable production methods as price in their purchase decisions.
85% prefer brands that admit faults with full transparency.
61% believe brands must play an active role in stopping the perpetuation of harmful stereotypes.
And 55% believe all companies will operate in a way that has little to no impact on the environment in the near future.

Takeoff & landing

Dentsu’s iProspect landed global media duties, including buying and planning across brand and performance, for Kering, parent of luxury brands including Balenciaga, Saint Laurent, Gucci, Alexander McQueen and others.
IPG’s Initiative won the $175 million U.S. media business for Intuit’s Quickbooks brand, beating out several Omnicom shops, including incumbents Hearts & Science and Decoded.
Faveeo, an AI-powered newsletter aggregator that aims to focus only on reputable content, formed an advisory board helmed by agency veterans. Colin Kinsella, the former North American CEO at Havas Media, will be his chairman. Jordan Bitterman (currently CMO at programmatic firm TripleLift) and John Seifert (ex-Ogilvy CEO) will also join him. They are both veterans of Mindshare, Digitas, and Digitas.
Data cloud company Snowflake and martech firm Zeta are partnering to create two new products: Zeta Connect, which melds Snowflake’s data tools with Zeta’s consumer data platform; and Zeta Enrich, which uses Snowflake tech to clean unstructured data into targeted audience segments.

Direct quote

“It’s a democratization of what too often can be very slow and very expensive customer segmentation. Analytics is the future. It’s like media mix modeling: some people are out there selling that thing for a million dollars, you get two Powerpoints a year and it takes 3,700 days. This is not the case. The mid-market especially doesn’t have time to wait for Moses’ tablets/Powerpoint decks to come down from on high.”

Jared Belsky, CEO of Acadia, a new agency seeking out mid-market clients, talking about the new priorities around data and customer segmentation.

Speed reading

Digiday’s senior news editor Seb Joseph uncovers Procter & Gamble’s quiet but steady moves to keep bringing more of its media planning operations in-house, for cost-containment and control reasons.
And senior media editor Tim Peterson tracks the slowdown in subscriber growth among the major streaming platforms in his latest Future of TV briefing.
AdExchanger looks at the new tools Snap is rolling out to help media buyers with multi-format delivery, including adding augmented reality elements.

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