How extra share of voice can help marketers find the winning formula | WARC | The Feed
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How extra share of voice can help marketers find the winning formula
The importance of creative strength and how media platform selection can amplify or undermine it is the subject of the ‘Attention and effectiveness: To ESOV and beyond Part II’ study, which was discussed at a webinar with the authors.
Why it matters
Marketers should plan for attention instead of reach because the study validates attention as a key growth driver and to increase certainty on ROI, understand the boundaries that each platform and format will afford to optimise the creative goals and planning around them.
- The performance difference between media platforms is a key driver in the breakdown of...
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