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CommPass Session met Karen Nelson-Field

09:00 - 10:30

Dit event is exclusief én gratis voor de leden van CommPass.

Op 28 maart is de Australische Professor Karen Nelson-Field in België, op uitnodiging van ABMA.BVAM. Karen Nelson-Field werkt binnen het Centre for Amplified Intelligence rond de “relatieve waarde van mediabereikspunten”, met specifieke aandacht voor video. Welke media-attributen helpen merken om te groeien? Wat is het belang van “attention”? Hoe lang blijven boodschappen doorwerken, wat zijn de synergie-effecten, enz.

Karen Nelson-Field’s bio

Professor Karen Nelson-Field has a PhD in media science and is considered a global authority in media strategy. Her work has been noted in prestigious publications including New York Times, Bloomberg Business, CNBC, Forbes, Fox Business Wall Street National and Huffington Post and she works with some of the worlds largest advertisers including Mars, Unilever, Shell and more. A regular speaker on the major international circuits, her current work focuses on cross-platform media effectiveness, but uses innovative research design methods including AI. She worked for 10 years at the prestigious Ehrenberg-Bass Institute (Byron Sharp) and is now Executive Director and founder of the Centre for Amplified Intelligence in Adelaide, Australia

“Not all reach is equal”

This presentation shows the results of a two-year cross platform research project “The Benchmark series”, understanding what media attributes matter for brand growth and considerations about the value of each reach point. This series includes work on rates of decay across platforms, synergy effects and more.

  • Whether all platforms deliver the reach that is expected given established norms and what does this mean for reaching important light buyers?
  • What does this mean for the concept of wastage?
  • In particular, given the founding principle of Integrated Marketing Communication, is there a synergistic benefit in splitting a buy across two platforms?
  • Does adding a second platform improve STAS (short-term advertising strength) significantly?
  • Which platform offers advertisers the slowest rate of decay?
  • What does this mean for media planning?
  • What does this mean for the CPM?