In a recent episode of Real Talk, the marketing podcast by creative agency IMA, traditional methods of measuring advertising effectiveness came under fire.
According to Steven Sambrooks, Creative Strategy Director at global media platform Teads, focusing on analysing clicks and view times alone, are failing and letting down advertisers.
In the episode, Sambrooks argues that measuring clicks and view times only gives advertisers a partial insight into who is paying attention to their campaigns, how long they are watching, and therefore not necessarily the full view of how an audience is responding to their ads.
He makes the comments in the podcast while speaking with Simon Long, global creative director of IMA, and Ben Cunningham, IMA’s media director, along with regular hosts Nickii Gray and Alex Uprichard, IMA’s chief executive partner and managing director respectively.
The episode features a discussion over whether creative effectiveness has been mistaken for creative performance.
With just two seconds of active attention paid to ads on average, Steven suggests that measuring attention at the end of the campaign can lead to some media money being left on the table. He says it would be much more meaningful to measure the creative ideas from inception to delivery.
Real Talk was launched by IMA to give brand leaders, marketers and agency folk a medium for thought-provoking, straight-talking conversation about today’s marketing issues.
It’s available on Spotify and all other major podcast platforms, with episodes are fortnightly.