A high number of impressions does not necessarily mean that the audience has actually paid attention. A good idea does not necessarily make it to execution. And catching someone’s eye is only the beginning if there is no understanding of what happens to that attention afterwards.
These are precisely some of the questions that will shape part of this year’s SoMo Borac powered by Aleph conference programme, joined by Matej Sever, Ana Milićević and Peđa Rađenović. Their talks on October 23 at Zagreb’s Tvornica kulture will approach from different perspectives what it actually means today to have the audience’s attention, how to measure it and what happens to ideas before they even get the chance to capture it.
Matej Sever, Head of the Centre for Society and Market Research at Algebra Bernays University and Head of the Working Group for Standardising Website Audience Measurement at HUDI, where he coordinates DotMetrics, will address the difference between reach and the actual value of attention.
In his talk Tko je svugdje, nije nigdje: koliko pažnje zapravo kupujete s impresijom? he will discuss what an impression actually delivers on social media and domestic news portals, where the threshold lies at which attention turns into concrete impact, and what role audience trust plays in that process. The focus will also be on how these insights can be applied to media planning.
From the perspective of the beauty industry, Ana Milićević, Chief Digital Officer at L’Oréal Adria Balkan, will address the same topic.
Her talk Kako privući pažnju u svijetu ljepote? will bring concrete examples and insights into the ways brands seek to capture audience attention, regardless of whether they are working with large or limited budgets. Alongside attracting attention itself, she will also discuss how it is tracked, measured and evaluated in practice.
The third perspective comes from the organisation that needs to accept, develop and ultimately bring an idea to life.
Peđa Rađenović, brand strategy expert and founder of consultancy WTNV, has more than 15 years of experience in leading commercial and marketing roles at Heineken, Molson Coors and Carlsberg across more than 20 markets.
In his talk Surviving the Human Algorithm, he will discuss why strong ideas sometimes fail to reach execution within client organisations, as well as the position of agencies at a time when the customer experience is increasingly divided between the physical and digital worlds. He will also open up the question of what, from the client’s perspective, determines whether cooperation with an agency continues.
The 14th edition of SoMo Borac powered by Aleph will take place on October 23 at Zagreb’s Tvornica kulture. Alongside its conference programme, the event will once again bring together the regional digital, marketing and media industry and award the best digital projects.
