Ad effectiveness metrics don’t go far enough to measure holistic audience behaviours according to Steven Sambrooks, who appears in the latest episode of Real Talk, the marketing podcast by creative agency IMA. Sambrooks, creative strategy director at global media platform Teads, argues that measuring clicks and view times only gives advertisers a partial insight into who is paying attention to their campaigns, how long they’re watching, and therefore not necessarily the full view of how an audience is responding to ads. He comments in the latest episode of Real Talk, 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 only 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 over. He thinks it would be much more meaningful to measure 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. Designed to be conversational, punchy and pacy, with Alex and Nickii joined by guests including IPA lead Josh Krichefski, Good Shout CEO Amy Kean, and Pregnant Then Screwed’s Lauren Fabianski.
Real Talk is available to subscribe to on Spotify and all other major podcast platforms. Episodes are released fortnightly.
