Beyond reach – how Google factors attention into its audience research

Taking a peek at the upcoming topics at MRMW Europe 2020, we have undergone a series of interviews with key speakers. Kicking off the series is Pablo Jose Perez, Head of Market Insights for Spain and Portugal from Google.

MRMW: Without giving too much away–what is the core message of your talk and what would you like delegates to remember?

Pablo: Video consumption is becoming increasingly fragmented. Reach is no longer synonymous with attention; even if media is being played on a screen, a person is not necessarily in front of the screen or paying any attention to it. Even if we solve for measuring reach of video consistently, reach alone is insufficient for effective media planning and measurement. In this scenario, it is critical to go back to the research basics: 1) Evaluating the predictive power of different methodologies, so we use the right tools. 2) Talk a common language and framework, so media-agencies-advertisers are able to understand each other.

MRMW: Why did you choose the topic of your talk? Today there are limitations to achieving a truly consistent, robust and granular measurement of advertising impact across all media investments.

Advertisers can now reach their audiences across many platforms and devices, but that viewer experience and their attention is not always equal. Given that not all reach is equal, we investigated whether an updated understanding of attention could better inform cross-media investment decisions. This means that understanding attention is essential to understanding the relative value of adverts across devices and platforms. We believe for these reasons that the industry should be thinking about factoring attention into their planning and reporting tools and metrics to strive for accurate and consistent cross-media planning and measurement.

MRMW: What motivates you to join MRMW Europe and what are your expectations?

Pablo: Meeting and learning from colleagues going through similar research challenges in other companies and geographies. I have high expectations about the profile of professionals attending in 2020, as it has been the case on earlier editions. Looking at the agenda, I am confident that there will be a great balance of talking to people and seeing amazing research.

MRMW: There is a lot of talk about the current state of consumer insights and the impact of technology. How would you sum up the current state of the industry in 1-2 sentences?

Pablo: Technology allows new approaches to research that were not possible before. It is wise to test those approaches and adapt them depending on their usefulness. It is all about having a greater toolbox, but remembering we are in this business of understanding the complexities of human behaviour.

 Also read:  Global Market Research Events in 2020

Join Pablo José Perez and speakers from Twitter, Nestlé, Coty, Firmenich, Colgate Palmolive, Caplena, Ferrero, Swarovski, Ericson, FlexMR, Catalyx and many more at MRMW 2020 to hear about the latest innovations, techniques and tools for market researchers.

See the full speaker listing and conference agenda at

Ticket start as low as €599 – Register Now!


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