IABbudíček: Efektivita reklamy očami odborníkov

Breakfast & Networking

Čaká vás káva, chutné raňajky a diskusie.

Beyond clicks: what 60,000 brand lift studies tell us about the impact of digital advertising

Digital advertising is often judged by clicks. But very few people click on ads, and many of those who don’t click still remember the brand, think better of it and buy it later. So what is advertising really doing, and how can we see it?

Sean Adams draws on more than 60,000 brand lift studies to show what happens beyond the click. He covers how often campaigns build brands, why famous brands can still grow, which formats work hardest, and why advertisers who measure more get better results. You’ll leave with three practical ideas you can use straight away.

The benefits of SeenThis harnessing attention:

Attention is the currency that matters. An impression only has value if someone actually sees it, and that’s where SeenThis comes in. We stream video ads adaptively so they load instantly and play smoothly on any device, connection or site. That keeps people watching instantly and longer. 

We will explore recent cases for major brands harnesing the power of SeenThis across KPIs. We will share how our campaigns deliver click-through rates 152% higher and cost per engaged view 70% lower while increasing attention metrics. Because we stream only what’s watched, we also minimize data transfer, which lowers waste and the carbon footprint of every campaign. And since 61% of online time is spent on the open web, attention-led video helps brands reach audiences where they actually spend their time. 

Coffee break & networking

Connecting the Dots: My Aha Moments with Publishers and Media Agencies

Drawing on his work with Zulu5, his own sales experience and conversations with sales leaders, Robert Coric shares aha moments, anecdotes and practical lessons for media agencies and publishers.

For media agencies, he introduces “Signal – Gap – Meaning – Move”: an approach to connecting different data sources, interpreting what they reveal and turning insights into practical next steps.

For publishers, he explores how Zulu5 data on market trends and an advertiser’s presence across competing portals can be combined with their own records of client visits. Together, these perspectives can help answer a familiar sales question: When should we meet a client, and how often? He also shares stories from sales practice about the growth potential hiding in existing client relationships.