Quality Attention

Erik Nylen

Parsec, a media company, helps brand marketers discover the value of media placements by measuring attention.

Parsec is a media company that helps brand marketers discover the value of media placements. In contrast to direct marketers, who value media according to predicted likelihood to drive a conversion, brand marketers are primarily trying to change people's minds. Determining media value is harder for them. While surveys can reveal how successful their campaign was as a whole, they shed no light on how audience subsets, creative variations, publishers, formats or placements contributed to the overall campaign impact. Also, because they're backward-looking, surveys are not very useful for buyers charged with deciding which impression opportunities to prioritize each day...

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