Consumer Attention Is Key to Better Campaign Outcomes: OMD’s Chrissie Hanson

The introduction of the smartphone extended the time that many consumers spend with media throughout the day. Still, advertisers have only so many moments to get people’s attention as they divide their time among a wider variety of media channels. Marketers also have more tools to help understand the quality and quantity of attention. “The […]

 
 

The New Laws Of The Attention Economy: OMD’s Hanson

As sections of the ad industry pivot away from so-called “proxy metrics”, many are leaning into two different kinds of marketing measurement – actual ad outcomes, and attention tracking. For upper-funnel brand goals, that second one is important. In this video interview with Beet.TV, Chrissie Hanson, Global Chief Strategy Officer, OMD, tells The Project-X Institute […]

 
 

Cause Versus Purpose Marketing With OMD’s Hanson

CANNES—Brands talking about how they have aligned with cause or purpose marketing were hard to ignore at this year’s Cannes Lions International Festival of Creativity. But there’s a difference between the two, and marketers should be prepared to commit a few years to purpose, according to OMD Global Chief Strategy Officer Chrissie Hanson. “Brand purpose […]