Liza Ansher’s Post

Check out this great article from Ed Papazian at Media Dynamics! He discusses the importance of advertiser (brand) voice in marketing and advertising forums, such as CIMM, on topics that greatly impact the industry. The article emphasizes the need for more advertiser involvement in these discussions. Take a look here: https://lnkd.in/dwVmPHgU

Stop what you’re doing—if you’re still worshiping at the altar of clicks and impressions, it’s time for a major wake-up call. This week on The ADOTAT Show, I’m bringing you an unfiltered, no-BS conversation with the man who’s been shouting from the digital rooftops that attention is the ONLY thing that actually matters in advertising—Mike Follett, CEO of Lumen Research. Yeah, the original attention metrics guy who’s been telling the ad world for years that viewability is as meaningful as a participation trophy. Spoiler alert: That’s not going to help your ad budget anytime soon. In this episode, we break down why your beloved metrics—impressions, clicks, even your precious viewability stats—are completely worthless if no one is actually paying attention to your ads. Mike’s got eye-tracking tech that proves once and for all that if your ad isn’t grabbing eyeballs, it’s basically the digital equivalent of shouting into an empty canyon. We’re also talking about his massive research collaboration with Havas and Brand Metrics that finally shows attention is what really drives brand outcomes like awareness and purchase intent—not just whether your ad was technically on the screen. And we give a shoutout to key players like Karen Nelson-Field PhD, who’s leading the charge on attention metrics down in Australia, and Angelina Eng from the IAB, who’s helping spearhead efforts to get proper attention definitions into place for advertisers. Oh, and let’s not forget Jeff Green from The Trade Desk, who recently pointed out that this ad industry is a $700 billion monster, but Mike’s here to remind us that none of that matters if no one is paying attention to the ads. This is the conversation you need to hear if you’re serious about not burning through your ad budget. Plus, who doesn’t want to hear from the guy who’s been right about attention all along? Tune in before you waste another dollar. Watch the episode, grab your coffee, and get ready to start thinking like someone who actually wants their ads to work. #attention Ezra Pierce Navid Hajimirza, PhD Maryum Sheikh Julia Linehan https://lnkd.in/g-seUJZJ

"The cost of dullness" brilliantly summarized in two bullets: 1) Dull ads need 7% more ESOV to deliver results. That is serious $$$ down the drain. 2) Half of the ads tested are less interesting/engaging than watching a cow eat grass (literally). Now, I happen to like cows, but even so, beating "cows munching grass" must be the minimum benchmark for any ad from now on.

“Our ads have been converting for 5 years but this year has been horrible. What’s changed?” ONE word: market sophistication When the sophistication of the market changes… And advertisers don’t change their message to reflect it… Sales plummet. And the small percentage of marketers who understand this and adapt? They claim the lions share of the market. Because they’re meeting the audience where they’re at TODAY… While the other 99.9% of company’s are swiping each others 5 year old ads… Wondering what’s broken. If you want to keep growing and impacting the most amount of people… And be ahead of the competition… You HAVE to have you finger on the pulse… At all times. And you do that by doing one thing: Research. Boring, I know… But that’s the truth. There’s been a massive shift in most markets… Yet most company’s are still trying to ‘milk’ their creatives for as long as possible. Don’t let this be you.

With all the discussion around the role of creative in driving performance, a huge congratulations for our Eki.New York team for the launch of our latest white paper! The purpose of measuring creative factors is not to constrain creativity, but to allow it to be harnessed for commercial performance within the creative vision that a brand wants to deploy. No brand spends millions on advertising to only tell a story or build an abstract brand metric, it has to drive a commercial effect. This can be measured (not just for the short-term effects, you can also find our Measurement Triangulation here: https://lnkd.in/e9G2puxg) and for each brand to create a framework that allows creative power and commercial impact to come together and speak the same language. With this study, we're highlighting the golden rules that seem to exist across brands to maximise creative impact within Youtube - happy reading!

It sums up to four words: Effective creatives drive results!

A pleasure to bring this exciting, ground-breaking work to life with Ekimetrics and Google. Measuring video ad creative effectiveness in MMM repeatably at scale has been an untapped but difficult to achieve opportunity - until now. Without it, brands could be leaving a lot on the table as this study shows the potential to more than double ROI by following creative best practices. Check out the three golden rules 👇 and read the papers for more insights. #marketingmeasurement #creativeeffectiveness #creative #marketing

Very exciting to see months of work come to life! Our study with Google offers an industry first scalable approach to measuring YouTube video ad creative effectiveness in Marteting Mix Modeling and shows the potential to more than double ROI by following creative best practices. Check out the three golden rules 👇 and read the papers for more insights!

Very proud to share the results of our YouTube Creative Effectiveness Study with Google, revealing 3 golden rules that can potentially more than double video ad ROI ! Check out the three golden rules and read the papers for more insights!

📢 YouTube Creative Effectiveness Study: three golden rules and the potential to more than double video ad ROI We’re thrilled to share the results of a major creative effectiveness study with YouTube: 💠 Three golden rules 💠 Up to 2.2x video ad ROI 💠 New integrated MMM creative effectiveness methodology We took over three years of data across four brands to develop an enhanced Marketing Mix Modeling methodology to measure creative effectiveness in a repeatable and scalable way. Not only did our study show a potential ROI uplift of 2.2x, it also uncovered three golden rules for marketers and advertisers to follow. Find out more and check out our whitepapers now 👉 https://lnkd.in/dzX9tdax With thanks to Ariane Pol, Caroline Balcerzak, and Max Raets at Google for their support, and our Ekimetrics study contributors Sona Abaryan, Stefan Langenborg, Alex FitzGerald, Thaïs Lewko, Haren Bhavnani and Ornella Fettaya.