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

⁠See more content from GroupM⁠GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and T&Pm, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at www.groupm.com.