Audrey Steele Joins RMT as its President

I had seven years of collaborating with her as her consultant and it was always highly productive and fun Iamp8217m looking forward to much more of thatBILL Leaving aside my own personal charm what attracted you to RMTAUDREY Our work together has spanned several projects but independent of that work when I was seeking a contextmatching solution as a value offering to clients and means of packaging content in linear and streaming I found that RMT was the only one in the market with a proven link to sales effectsamp160 Itamp8217s rooted in psychological principles of what motivates viewing and buying and is closely aligned with work weamp8217d done in neuroscience optimizing the combined effectiveness of ads and contentYouamp8217re plenty charming and inspiring of course and Iamp8217m also excited to work with your esteemed teamamp8212Bill McKenna Skip Cornelius Josh Chasin Graeme Hutton your partners at Wharton Neuroscience SambaSemasio Vividata et al How could I resistBILL From our prior work together measuring real business effects I feel you may be one of the most experienced media researchers we have in terms of attempting to measure the probable outcome impact of specific program environments How would you sum up what youamp8217ve learned about impression qualityAUDREY Using the best methods to study impression quality was borne of the highly competitive environment in which premium content found itself with the growth of digital pure plays It was an effort in which the premium sellside was unified using different approaches but one that we also found uniquely benefited my former company because of the concentration of its portfolio in highperforming verticals Ultimately premium environments excel in delivering value for brands and all environments can be improved by aligning on factors that influence behaviorBILL Did you do better percentagewise in certain metrics over other metricsAUDREY Yes given that the ultimate goal for brands is sales we found the only method that approximated the advantage of premium content over nonpremium as measured by ROAS was neuroamp160 The TV advantage over YouTube for example was 86 for sales lift per NCS but only 18 for the average of three of the leading attention companies TVision Lumen and AdelaideBILL So sales lift and neuro are in a class by themselves in being able to properly credit realworld valueAUDREY They were in my mind but Iamp8217m convinced by the many thirdparty validations that RMT is in that top class of sales predictors and is the most efficiently scaleableBILL The business is ripe for a seachange in focus on measuring value from reach to sales lift and although that change has been underway for 20 years weamp8217re not even halfway there yet What would you advise the sell side to doAUDREY Use tools and product offerings that demonstrate sales lift and longerterm brand growthamp8212those are two brand mantras at present Firstyear incremental sales is the top priority and secondyear brand growth is becoming 2amp160 RMTamp8217s Value Signals is one such tool that complements advanced targets and can replace them in a cookieless world whose accuracy is hindered by unreliable data signals And work with a legend Bill that isBILL blushes BOTH Happy 2025 to allPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Audrey Steele Joins RMT as its President

Author

Publish date

Channel

Archived in

Bill Harvey

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Audrey Steele Joins RMT as its President

Enjoying This Commentary? There's More to Love

Bill Harvey

TAGS:

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies