The WARC Podcast
The brand-side view of media effectiveness
Dec 5, 2024
In this engaging discussion, Sarah Mansfield, former VP of Global Media at Unilever, and Gerry D’Angelo, former VP of Global Media at Procter & Gamble, delve into the shifting landscape of media effectiveness. They tackle the evolving perception of paid media from a cost to a strategic investment, the challenges of measuring effectiveness, and the nuanced differences between traditional and D2C brands. They also address the complexities of attention measurement and the pressing need for standardized metrics to enhance trust in media strategies.
39:53
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Quick takeaways
- The perception of paid media has transformed from a cost center to a vital investment, directly influencing brand growth discussions at board levels.
- Marketers face the challenge of navigating complex metrics to effectively measure media effectiveness, emphasizing the need to focus on those directly driving business outcomes.
Deep dives
The Evolving Role of Paid Media in Brand Strategy
The perception of paid media within brand organizations has significantly evolved, transitioning from being viewed merely as a cost center to being recognized as a critical investment. Executives now understand that the amount invested in media directly affects brand growth, health, and saliency, leading to ongoing discussions at board levels. As brand leaders like Sarah Mansfield emphasize, this correlation has made media investment an integral part of strategic conversations in companies. This change is partly attributed to the growing accountability in marketing, making it essential for media specialists to present clear metrics demonstrating media’s value to the business.
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