On Strategy Showcase

Ep#6 Planning for Effective Outcomes: The downfall of media measurement in comms with Karen Nelson-Field

Dec 13, 2022

48:45

Episode guests

Karen Nelson-Field

Highlights

AI Chapters

Episode notes

Reach Based Planning

01:47

CPM

01:32

Attention CPM

02:08

Introduction

3min

Is Your Ads Reaching People?

3min

COMMS Special Series 6 - Karen Nelson Field

3min

What Are the Assumptions for Media Planners?

2min

Is There a Single Independent Variable That Really FAILS?

3min

Media Planning

2min

Is There a More Appropriate Creative?

2min

Creating Unique Content for Unique Platforms

2min

What Causes Distraction?

2min

10.

The Attention Memory Threshold

2min

11.

The Fit for Purpose

2min

12.

Is There a Solution to This?

4min

13.

What's Your Branding Strategy?

3min

14.

Attention CPM

2min

15.

CPM

2min

16.

Are There Any Media Agencies That Are Embracing This?

2min

17.

Are the Platforms Responding?

2min

18.

Share a Voice, Share of Market

2min

19.

Reach Based Planning

2min

20.

Pay More for Less - Is That Still the Case?

2min

21.

Predict Attention Prediction

3min

Not all reach is equal. In this final episode of the series, we talk about the importance of attention metrics in reach-based comms planning and its impact on effectiveness/efficiency. This series sponsored by our friends at WARC.

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