August 27, 2024
In a recent episode of IMA’s Real Talk podcast, Steven Sambrooks, Creative Strategy Director at Teads UK, discusses advertising metrics and the most effective methods for gaining insights into who views ads and for how long.
The conversation addresses the challenges of traditional advertising measurement, which often overlooks people’s behaviors and attitudes toward ads, and suggests alternative metrics that can better drive brand growth.
Tune in to learn more about the importance of creatives and meaningful metrics in the digital advertising world:
Key topics covered:
- The role of emotional resonance: Steven highlights that emotional resonance in advertising requires human involvement on both sides — those creating the ads and those that they are talking to.
- Old methods of measuring effectiveness: While Steven acknowledges that measuring clicks and view times doesn’t provide the complete picture, he believes these metrics still have their place.
- The power of attention: To create an effective ad campaign and deliver brand growth, traditional methods should be coupled with attention data throughout the entire process, allowing for the evolution of campaign assets. This is where creatives can play a part in enhancing attention metrics.
Interested in learning more about creative innovations in digital advertising? Contact us!
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