How extra share of voice can help marketers find the winning formula | WARC | The Feed

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.

Takeaways