We’re back at our usual venue with a brilliant line-up of speakers and discussions, featuring:
Mike Follett, Lumen presenting "Cumulative Attention: how much attention is enough to drive growth?"
Ads are often thought of in isolation, but they work through aggregation - multiple exposures, across multiple media, building memory structures over time. Using an exclusive dataset of over 270 brand lift studies, Mike Follett will talk through a new analysis of how attention accumulates over multiple impressions across CTV, gaming and digital display to drive real results. The study has major implications on how we plan and buy media, as well as our foundational understanding of how advertising works in general.
Arun Chhotu, ITV presenting "Free-to-air sports"
ITV will share excerpts of their new research, exploring what makes free-to-air sports such a distinctive environment for audiences and advertisers. Combining mobile ethnography, in-person ethnographic viewing experience and quantitative research, the study looks at everything from anticipation and viewing rituals to co-viewing, collective emotion and the wider cultural conversation around the tournament. The session will explore how these experiences can influence attention to advertising, memorability and brand outcomes.
Simon McDonald, DVJ Insights presenting "Cultural Fit as a Media Effectiveness Multiplier"
DVJ Insights will share new research exploring whether advertising becomes more effective when the values communicated in an ad align with the cultural values of its audience. Developed with the University of Amsterdam, the research uses AI to analyse more than 900 video ads and link their content to cultural values across different markets. The session will explore what cultural fit means for attention, message recall and brand response, and the implications for media researchers, agencies, publishers and advertisers