How Mars & GroupM Leverage Attention Data to Champion Responsible Media Buying

GroupM's Global Practices Lead Sargi Mann, Adelaide Metrics Founder and CEO Marc Guldimann, and Mars' Sr Director of Global Media Ron Amram discuss the impact that attention-based approaches to measurement are having on ethical and effective media management.

Key takeaways:

• Attention metrics help advertisers understand the quality of their media buys, leading to more effective campaigns and better return on investment (ROI).
• GroupM has integrated attention metrics into their performance-centric strategy, evolving with changing times and ensuring maximum value from every marketing and media dollar invested.
• Mars has found attention metrics to be correlated to business success, improving the effectiveness of their campaigns by understanding the quality of each impression.
• Adelaide is working to make attention metric data available in whatever way advertisers want, including via GroupM Nexus's custom algorithms.
• The use of attention metrics has led to responsible media investment, driving better outcomes and creating a positive feedback loop for advertisers, publishers, and consumers.
• The future of attention metrics includes embedding it in buying systems, scaling it across more digital platforms, and incorporating the data into planning tools.
• There is a need to evolve measurement models to shift from volume to value, aligning with the long-term effects of attention metrics in creating a shared understanding of quality and driving more trust in the market.

Recorded Live from The GroupM Rooftop on Day 3 of Cannes Lions 2024

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