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.
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Media's Strategic Importance
- Media investment is now a crucial, strategic metric for businesses, directly correlated with brand growth and health.
- It's consistently reported to higher-ups and is a key discussion point at the board level.
Media's Evolving Perception
- Media has evolved from an opaque cost to a critical investment driving top-line growth and profitability.
- Increased accountability accompanies this shift, demanding rigorous metrics and evaluation.
Factors Influencing Media Perception
- Academic work, like Byron Sharp's, and the rise of D2C businesses have transformed how media is perceived.
- The direct sales feedback from digital channels strengthens the link between media and business outcomes.