![]() Sharing key advice on what marketers should do next, all reiterate the importance of a test and learn approach to gain an understanding of the cost of incremental outcomes from attention versus today’s metrics. There’s evidence at the top and bottom of the funnel that attention works. To be able to maximize the effect of that attention, marketers need to have the right building blocks in place and start testing now to understand and learn about the impact it can have. Outcomes are going to be affected by attention - and attention is a measurement that doesn’t only look at digital, but multiplatform, across everything within the media and marketing mix. Our media editor explores the biggest media buys and the trends rocking the sector. The key thing is to get the optimal amount of attention, but what optimal looks like will be very different.” ![]() It’s going to be unique to every client based on their starting point and where they want to get to. “It isn’t just a number that everyone should be aiming at, it is about the KPIs and the objectives. “We can’t get away from making attention a meaningless currency and metric,” says Tanwa Edu, chief strategy officer at Lumen. Perhaps there hasn’t been enough standardization or consistency yet in the definition of attention - but that’s not necessarily a bad thing, as different clients will have different measures of success. Media’s job is to create an opportunity for attention and brands are looking for a better understanding of media quality and an easy way to use that to drive better outcomes. That’s ultimately how we move forward, we have to show brands and agencies how attention can help drive media efficiency.” “Attention fills gaps and helps color in what is the format that works, on what platform, page, domain or subdomain, so that we’re really helping to drive media efficiencies. The next step forward on the path to attention as a new currency is to “complement what’s already in place and what systems, measures and models that brands and agencies are working with and are already familiar with,” says Alex Khan, executive vice-president global partnerships, Amplified Intelligence. “Getting a shared understanding of what quality actually means is super important to get us out of what’s essentially becoming a lemon market into a place where we can reward high quality publishers for creating high quality advertising opportunities and then we can also give advertisers the justification to pay more for those environments.” These metrics (raw impressions and viewability) are “creating the wrong incentives for small ads on big screens basically driving low attention,” says Marc Guldimann, chief executive officer, Adelaide. “There’s no doubt that we’re in the midst of an important evolution away from weak metrics in terms of a connection to an outcome and with attention to a significantly better place.” “90% of what we’re transacting on today is essentially still a display impression and viewability as a filter,” explains Craig Hughes, senior vice-president, corporate development and general manager, video, at Outbrain, who led a discussion on this topic at Outbrain’s recent Captivate event. Adobe Captivate costs $407.88 annually ($33.99 per month).Now the question is where to go from here - more specifically how marketers can start to embrace the art and the science of attention to find the sweet spot to measure and improve on digital media effectiveness. For an individual to subscribe to Articulate 360, you’re looking at $1099 per year. Of course, the price is one of the biggest concerns for many users. They requested I develop these projects using Rise 360. ![]() Unfortunately, Rise 360 doesn’t give you access to that level of customization, and I had to tell my client that those options were unavailable in Rise. Had I been using Adobe Captivate 2019, I could have addressed many of their concerns with custom solutions. ![]() At their request, I used Rise 360 for one of my customers, and they frequently asked to change how specific interactions worked. Rise 360 has had a few years to refine itself and become a robust solution, while Adobe Captivate 12 is a brand-new piece of software with many revisions required before all the features they have planned are in place. I was wondering if you had any thoughts on how the new Captivate compares to Rise 360?Īdobe has found an excellent combination of features between what Adobe Captivate was and what it could become.
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