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Episode 111: Ross Benes on eMarketer and Juggalos
Feb 21, 2025
Ross Benes, a senior analyst at eMarketer and author, dives deep into the world of advertising metrics and insights. He shares fascinating stats about digital advertising, revealing how transparency and new metrics are reshaping the industry. The conversation takes a wild turn as he discusses the unexpected cultural impact of Juggalos and the Insane Clown Posse. Benes also explores the evolving retail media landscape and the growing influence of AI, making it a blend of data and pop culture that keeps listeners engaged.
43:29
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Quick takeaways
- The podcast emphasizes the shift from outdated metrics like viewability to innovative standards such as Attention Units (AU) for effective media strategies.
- Ross Benes discusses the evolving landscape of programmatic advertising and retail media, highlighting Walmart's rising competition against Amazon's dominance.
Deep dives
The Shift from Outdated Metrics to Attention Economy
The podcast highlights the transition from traditional metrics like viewability, which has become obsolete, to new standards such as AU, aimed at enhancing media planning and purchasing. AU is now recognized as a leading metric in the attention economy and has garnered accolades, including recognition at the Ads Exchanger Awards. The discussion emphasizes the importance of adapting to modern measurement techniques to avoid outdated approaches that fail to capture audience engagement effectively. Agencies are encouraged to move towards this innovative metric for better media strategy alignment.
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