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Nội dung được cung cấp bởi Tim Rowe. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Tim Rowe hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
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Emmy-Award Winning Media Researcher Bill Harvey teaches us about Attention vs Resonance

45:25
 
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Manage episode 449806206 series 3407000
Nội dung được cung cấp bởi Tim Rowe. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Tim Rowe hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.

Summary

In this conversation, Tim and Emmy-Award Winning Media Researcher, Bill Harvey, Founder/Chairman at Research Measurement Technologies, Inc., unpack the evolution of addressable TV advertising technology, focusing on the development of driver tags and their impact on recommendation engines. Bill shares insights from his early work in the industry, the creation of a system that distilled a million words into 265 driver tags, became the concept of 'Resonance' (vs Attention), and how these tags have proven to be more effective than other traditional attention metrics in predicting sales outcomes.
The discussion covers the integration of resonance in digital advertising, the relationship between resonance and physical context, and the future of addressability and AI in advertising.
Takeaways

  • Driver tags were developed to empirically deduce behavioral drivers.
  • Driver tags have shown to be more effective than attention metrics in predicting sales.
  • Privacy can be maintained while optimizing marketing strategies through data clean rooms (DCRs).
  • Resonance drives Attention and can maintain interest in ads themselves.
  • Bill's literary pursuits reflect his lifelong interest in consciousness, improving the world, and using advertising as a vehicle for positive impact.

Chapters

  • 00:00 Introduction and Upcoming Events
  • 01:25 The Genesis of Driver Tags
  • 12:47 Evolution of Recommendation Engines
  • 17:41 Effectiveness of Driver Tags vs. Attention
  • 30:30 Integrating Resonance in Digital Advertising
  • 33:26 Resonance and Physical Context in Advertising
  • 38:43 The Future of Addressability and AI in Advertising
  • 43:22 Creative Challenges and AI Solutions
  • 47:17 Bill's Literary Pursuits and Motivations

Connect with Bill and learn more about his work here:
https://www.humaneffectivenessinstitute.org/
https://www.rmt.solutions/
https://billharveyconsulting.com/we-just-won-an-emmy/
https://www.linkedin.com/in/bill-harvey-9581801/
And learn more about Semasio at https://www.semasio.com/

Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

  continue reading

198 tập

Artwork
iconChia sẻ
 
Manage episode 449806206 series 3407000
Nội dung được cung cấp bởi Tim Rowe. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Tim Rowe hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.

Summary

In this conversation, Tim and Emmy-Award Winning Media Researcher, Bill Harvey, Founder/Chairman at Research Measurement Technologies, Inc., unpack the evolution of addressable TV advertising technology, focusing on the development of driver tags and their impact on recommendation engines. Bill shares insights from his early work in the industry, the creation of a system that distilled a million words into 265 driver tags, became the concept of 'Resonance' (vs Attention), and how these tags have proven to be more effective than other traditional attention metrics in predicting sales outcomes.
The discussion covers the integration of resonance in digital advertising, the relationship between resonance and physical context, and the future of addressability and AI in advertising.
Takeaways

  • Driver tags were developed to empirically deduce behavioral drivers.
  • Driver tags have shown to be more effective than attention metrics in predicting sales.
  • Privacy can be maintained while optimizing marketing strategies through data clean rooms (DCRs).
  • Resonance drives Attention and can maintain interest in ads themselves.
  • Bill's literary pursuits reflect his lifelong interest in consciousness, improving the world, and using advertising as a vehicle for positive impact.

Chapters

  • 00:00 Introduction and Upcoming Events
  • 01:25 The Genesis of Driver Tags
  • 12:47 Evolution of Recommendation Engines
  • 17:41 Effectiveness of Driver Tags vs. Attention
  • 30:30 Integrating Resonance in Digital Advertising
  • 33:26 Resonance and Physical Context in Advertising
  • 38:43 The Future of Addressability and AI in Advertising
  • 43:22 Creative Challenges and AI Solutions
  • 47:17 Bill's Literary Pursuits and Motivations

Connect with Bill and learn more about his work here:
https://www.humaneffectivenessinstitute.org/
https://www.rmt.solutions/
https://billharveyconsulting.com/we-just-won-an-emmy/
https://www.linkedin.com/in/bill-harvey-9581801/
And learn more about Semasio at https://www.semasio.com/

Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

  continue reading

198 tập

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