The MarTech Podcast ™ tells the stories of world-class marketers who use technology to generate growth and achieve business and career success. In each episode, you’ll hear from an innovative marketer as they walk through their career path and discuss the challenges of their current roles. This podcast will unearth the successes and pitfalls of industry experts, as they share their real-world experiences and teach us the tools, tips, and tricks that they’ve learned along the way.
CEO and President of The Advertising Research Foundation (ARF), Scott McDonald, discusses attention measurement in the real world. The conversation revolved around the evolution of attention measurement in marketing, with a focus on the importance of using science-based approaches. Scott emphasized the need for a combination of art and science, and highlighted the limitations of viewability metrics. He also discussed the challenges of measuring attention, including the need for a consistent methodology and data source, and the importance of differentiating attention from emotion measurement. This episode concludes with Scott stressing the importance of understanding attention as a threshold variable that needs to be met for an ad to be effective. Show Notes
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