04:31 – Assumptions about media. 06:55 – Understanding that not all reach is equal. 11:49 – Creative and its placement. 17:35 – ‘70% of the ads we buy get zero attention.’ Why is that happening? 21:10 – What’s the solution to the attention problem? 22:30 – Outliers that have surprised you from an attention metrics perspective? 28:43 – Attentive reach. 32:54 – How are platforms responding to attentive reach?34:52 – Does this undermine the idea...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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Bray Leino
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