How digital brands grow
Digital brands grow in different ways to those suggested by established marketing theory: it’s time to review the current model and recognise these new driving factors, says creative network R/GA’s global chief strategy officer Tom Morton in a WARC Exclusive.
Why it matters
Measuring attention pays off for NBA
The National Basketball Association (NBA), the sports league, saw promising results from a campaign which tracked consumer attention and quickly adapted in response to its findings.
- The NBA worked with Adelaide, a New York-based measurement company, on the campaign.
- More specifically, the initiative leveraged Adelaide’s “AU” metric to track attention across several channels.
- Using this approach, the NBA could monitor performance and adapt its campaign on the fly.