OMD took to the stage at this year’s AdvertisingWeek Europe to discuss OMD’s Attention research study with Twitter and Amplified intelligence that measures true effectiveness and the impact of feed-based environments.

To watch the session, click here.

Having conducted a large-scale analysis across sixteen brands in four markets on four platforms, OMD’s Jean-Paul Edwards and Andy Upton were joined by Dr. Karen Nelson-Field, Founder & CEO of Amplified Intelligence, and Lisa Cowie, Head of Agency Research at Twitter, to dive into why advertisers need better performance metrics and cross-platform measurement and more importantly, the need to ensure that attention data acquired by brands is both ethical and meaningful. 

The team shared more on learnings around the role of in-feed formats in delivering attention in short bursts, as well as the relationship between attention and mental availability.

To view the full OMD AWEurope Debrief, click here.