doug conely

  • Six reasons to care about [interactive] video attention

    In my recent Econsultancy blog I argued why it’s more important to plan online video campaigns to get consumers to spend more time with the brand rather than to optimise Gross Rating Points. The article provided an overview of why attention should be the focus so I’ll now go into more detail about exactly why it’s important and the role interactive video plays in this.

    Econsultancy- 9 readers -
  • GRPs vs. time spent: the great Atlantic divide

    At a recent IAB UK video event I asked the audience whether it was more important to plan online video campaigns to optimise Gross Rating Points or to get consumers to spend more time with the brand. What was the answer and why would it be different in the US? Over 80% said time, or attention, was more important, yet at a US equivalent I'd expect exactly the reverse.

    Econsultancy- 3 readers -