Uncensored CMO Cannes Lions - The Triple Opportunity of Attention with Karen Nelson-Field, Orlando Wood, Rob Brittain
9 snips
Jun 23, 2023 AI Snips
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Episode notes
Return to Cannes
- Last year's Cannes Lions presentation, "Triple Jeopardy!", was a success.
- The speakers were invited back to present "The Triple Opportunity."
Groundbreaking Study
- Rob Brittain's study combined attention data with market effects data.
- This groundbreaking approach revealed obvious trends about ad effectiveness.
ESOV Breakdown
- ESOV (Excess Share of Voice) is becoming less reliable because it doesn't consider actual attention.
- Attention is now a key factor in advertising effectiveness.