NextM is a marketing and tech event and is a forum to inspire new thinking, ignite conversation and deliver exposure to original concepts. This is an event for GroupM agencies, clients and media partners to amplify innovative ideas, identify opportunities and continue the conversation as it relates to their brand and business.
Emelie Löfdahl (Director of Product Management and Business Development at Tobii) will have a session at 15:30 on April 11 to talk about the necessary transformation the media industry is facing to increase digital media efficiency and transparency. Join us at the talk to learn more.
AD Fixations - The Missing Piece in How We Measure Advertising Effectiveness Today
“How many of the people who are exposed to an ad, actually pay attention to it?”
Today media buyers are measuring impressions, in screen and clicks, but a crucial element is missing – how many of the people who are exposed to an ad, actually pay attention to it? We all know that if your ad is unseen your message is also unheard and you have not succeeded in making an impact. Eye tracking is a unique tool which objectively measures ad fixations and helps raise the bar within this multi-billion dollar industry.
Emelie Löfdahl leads Tobii’s media initiative to equip households across the globe with eye trackers to passively collect attention data and inform brand owners which digital ads people actually fixate on.
For more details, please visit the event website.