Planning for Effective Outcomes #7: The Downfall of Media Measurement

1

Introduction

00:00 • 4min

2

The Importance of Attention in Reach-Based Planning

03:57 • 3min

3

The Critical Failure of Reach-Based Planning

06:56 • 3min

4

The Importance of Attention in Media Planning

10:05 • 2min

5

The Importance of Creative in the Right Environment

11:49 • 2min

6

The Role of Platform Functionality in Distraction

14:10 • 3min

7

The Effects of Attention on Ad Viewability

17:35 • 3min

8

The Importance of Fit for Purpose

20:09 • 2min

9

The Importance of High Emotional Content

22:31 • 2min

10

The Importance of Understanding Your Audience Ranges

24:43 • 3min

11

The Cost of Attention CPM

27:29 • 2min

12

The Future of CPM

29:46 • 3min

13

How the Platforms Are Responding to the Ads of Publishers

32:41 • 2min

14

The Downfall of Modern Measurement

34:53 • 2min

15

The Differences Between Byron Sharp and Byron's Disagreement on the Value of Attention

37:21 • 2min

16

The Importance of Paying More Attention in Procurement

39:10 • 2min

17

How to Make Attention Prediction Accurate

41:26 • 4min