Andrea Savarino, Insights Leads at Blis, was delighted to be a speaker at last week’s Osservatorio’s conference titled ‘The evolution of measurement models and attention metrics’. Andrea joined other industry experts in addressing the growing measurement challenges the industry is facing and how to best approach them. 

During his talk, Andrea discussed how the hurdles in the media industry envelope many areas and channels, and understanding real audience engagement has become a tangled puzzle to solve with so many channels being involved. He emphasised that the current measurement models lack effectiveness and accuracy, as they only measure omnichannel as a series of individual campaigns, failing to capture the full spectrum of audience interactions and making the entire process even more complicated. 

Instead, Andrea advocated for a more robust approach to measuring ad effectiveness, urging marketers to compare the impact of ads on one, unified audience across all channels. By assessing outcome uplift between two groups of the same audience – one exposed to ads and the other not – brands can unlock the true impact of their campaigns.

This is exactly what the Blis platform covers, by measuring the audience instead of the channel. Through Blis’ latest innovative measurement technology, Smart Holdout Groups, brands can now effectively measure, and attribute, what really matters to them – footfall, sales, app usage, brand awareness or any custom metric that moves their needle. It empowers brands to directly attribute their advertising to real-world business outcomes. 

Learn more about our new omnichannel measurement technology and Blis platform here.