Lessons Learned From the ESOV Metric

Karen: I was genuinely surprised at how big the difference was between a higher attention media plan and a lower attention media plan. Anna: We kind of nicknamed it the ACA, like the Holy Trinity. Rob: There's some fairly basic planning principles that can be put into place. And when you start to scale it, and Karen's done that probably many times when he actually looked at total campaign seconds, will be in the millions different.