Aquila aims to reduce marketing waste by 10% with data sharing

I’m excited to share my latest op-ed in Mediaweek Australia, where I point at “attention” being elevated to metric-messiah status, even though it can’t (and doesn’t) promise what many hope it will. Here are a few ideas I explore: 🔍 No consensus on what “attention” even means Different vendors define it differently such as dwell time, predictive models, eye tracking, engagement signals. If we’re still debating definitions, how can we trust the metric? ❌ Attention ≠ persuasion or behaviour change An ad that “holds eyes” is not necessarily persuasive. Your audience might look, but not buy, not remember, or not act. 📏 Metrics don’t save campaigns. Strategy and execution do. Channel fit, creative strength, sequencing, integration - these are the levers that consistently move outcomes, not chasing whatever shiny new KPI emerges next. 🧩 Use attention as a diagnostic signal, not the north star It can inform, contextualize, warn but for growth and accountability, you need a layered measurement framework (brand lift, MMM, incrementality, CLV, etc). If you’re grappling with how to measure ad performance more credibly, I’d love your take: Have you seen “attention” metrics used effectively in your organisation or campaigns? What frameworks or methodologies have provided more clarity or confidence for your team? 👉 Read the full piece here: https://lnkd.in/gfEiGZs7 #Marketing #Advertising #Measurement #Metrics #Attention #BrandStrategy #Growth

Last week I listened to Sveriges Annonsörer webinar when they presented their guide for media buyers. The guide highlights why cross-media measurement is more important than ever. 🧩 Key challenges in today’s ad reporting: • Different media define impressions in completely different ways • Impressions and contacts are often mixed up – and everything is reported as reach • Transparency varies – from self-reported numbers to third-party industry standards For advertisers, this makes it nearly impossible to compare and optimise investments in a fair and effective way. 📊 Three critical questions every advertiser should ask: • What really counts as an ad impression? • Has the ad actually been shown to a human being? • Who guarantees the reported figures? 💡 How AudienceProject’s cross-media measurement platform solves these problems: • Provides consistent, comparable metrics for reach and impact across channels. • Ensures transparency through independent measurement – not self-reported numbers. • Helps both buyers and sellers understand the true value of each media investment. Would you like to know more about AudienceProject and how we can help your business, book a meeting with me: https://lnkd.in/djspYE8Y Read the guide here (in Swedish): https://lnkd.in/diNGpZdz #crossmedia #measurement #transparency #reach #impact #audienceproject

Press releases are for more than just media coverage. 📰 SEO-optimized, multimedia-rich releases can expand your brand's visibility across traditional search, AI-generated results, and LLM discovery. 🤖🌐 From targeted distribution to strategic keyword use, press releases play a critical role in shaping how AND where your brand is discovered and represented online. Want more Digital PR insights? Check out our August Industry Roundup here: https://lnkd.in/gmaKb4KA #DigitalPR #PressReleases #LLMDiscovery #ContentStrategy #BrandVisibility

Ad spend doesn’t look the same everywhere - and neither should your media strategy. 📊 🔎 Expanding into new markets isn’t just about translating campaigns; it’s about translating media behavior. A channel that dominates in one country might barely register in another. The real challenge for global brands isn’t access to data (there’s plenty of that) - it’s knowing how to turn fragmented market realities into a cohesive, effective global strategy. That’s why working with media partners who have on-the-ground local knowledge is so critical. At International Advertising Solutions, our global network of planners and buyers brings both the big-picture strategy and the local-market fluency to craft media mixes that actually resonate. Rather than relying on a one-size-fits-all approach, we tailor strategies to each market - uncovering local dynamics, selecting the right media mix, and scaling campaigns effectively. The result? Smarter investments and stronger impact across every market you enter. 📈 🌍 Because global reach is only powerful when it’s matched with local relevance. #MediaPlanning #MarketingStrategy #TargetAudience #Marketing #MediaMix #Advertising

The communications and media landscape has evolved faster than most agencies. The winners? Teams that cut through silos, engineer coherence, and win the game of inches. In my latest piece for Chris Pash OAM, I explore the communications conundrum facing marketers today, and map out five critical moves to prepare for the orchestration era. Have a read. https://lnkd.in/gtuJcVft

In today’s privacy-first world, first-party data is the most valuable asset local businesses can possess. Unlike third-party data, which is disappearing rapidly, first-party data comes directly from your customers. These individuals walk into your store, visit your website, or sign up for your email list. For local advertisers, this means: 🔹 Smarter targeting based on real community insights 🔹 Less wasted ad spend and higher ROI 🔹 Stronger customer relationships built on personalization 🔹 Long-term resilience as the digital landscape evolves For business owners, the message is clear: your ability to collect and use your own customer data will shape how effectively you compete—not just today, but for years to come. The takeaway: first-party data isn’t just a marketing tactic—it’s a business strategy. #LocalMarketing #DigitalStrategy #BusinessGrowth

Rediscovering the True Value of Advertising: Advertisers and marketers face a stark choice: commodity or value. Over the past decade, advertising has been squeezed into spreadsheet cells, judged by procurement-led cost efficiencies rather than its ability to build brands and unlock growth. Automated exchanges, rate cards, and transactional guarantees have reduced media to a commodity. Agencies and media sales houses often leaned into the ease of trading impressions instead of fighting for differentiation and creativity. But here’s the good news: value is not lost - it’s waiting to be reclaimed. The rise of creators and influencers shows us that audiences are still hungry for authenticity, trust, and cultural relevance. They’ve proven that relationships and real human connections, are the true currency of brand value. That’s where today’s marketers step in. By leading with courage and a commitment to building meaningful connections with consumers, you hold the power to restore advertising’s role as a driver of trust, meaning, and long-term growth. And you don’t have to travel this route alone. At United Stations, we see our role not just as a media sales house, but as your  partner on this journey. Together, we can move beyond impressions and price points to create campaigns that: Tell powerful stories across radio, digital, social, and live experiences. Harness data and innovation to prove ROI while delivering standout creativity. Build enduring brand equity by putting trust and emotional connection at the heart of your advertising. The choice ahead isn’t easy. It requires stepping away from the safe metrics of efficiency and reclaiming the boldness of brand-building. But we believe the marketers who choose value, who choose to invest in trust, storytelling, and long-term relationships - will define the future. At United Stations, we’re ready to walk that path with you. #UnitedStations #TrustAndConnection #BrandBuilding #AuthenticityWins #RadioWorks

Don't get lost dealing with geofencing and geoframing your campaigns, our blog breaks down location-based advertising techniques. Check out the benefits, best practices, and how to choose between geofencing and geoframing. Read more: https://hubs.la/Q03HhC1x0 #choozle #digitaladvertising #geofencing #geoframing

How should brands prepare now for advertising in 2030? Publicis Media's SVP of Innovation, Jessica Berger, shared with Ad Age that first-party data will be critical to reach consumers, especially with the further fragmentation of our media ecosystem. “You really have to think about where your touch points are and meet customers there in more interesting ways, and you can only do that if you really understand who they are,” Jessica said. “By 2030, if I’m on my phone and my feed is personalized, discovery looks different … If the scroll is gone, how does your brand show up? You can only start thinking about that if you really know who your customers are and what they like.” Read the full article from Brandon Doerrer here: https://ow.ly/X0aQ50X0e8l #LionLeadership #FutureOfAdvertising Publicis Media Content & Innovation (PMCI)

Is 11% better value enough? It should be. Some great research from Lumen Research, Newsworks and effectiveness guru Peter Field. Despite premium media (news brands in particular) outperforming low attention - the share of revenue going to low attention vs high has flipped. Having worked in news for much of my early career the challenge was always proving that despite the premium cost - the outcome would be worth it. So, great to see that even when cost is factored in, digital news brands deliver 11% better value for advertisers. In recent research conducted with Dominic Finney of Ascentinel on premium video from the buy-side perspective (wave two coming soon) it will require more than just ROI to reverse this trend. Being easy to buy and easy to measure will be key factors to ensure premium media stays on the plan. https://lnkd.in/evJHEpBR