October 21 at 9:45 AM ET
AcuityAds CSO, Seraj Bharwani discusses the leading indicator of a brand’s growth at AdWeek NYC. The advertising community is on a hunt for new measurement solutions that protect consumer privacy and yet allow for predictable measures of brand growth through aggregate and cohort-level audience behavior. Intentional consumer attention with brand-produced content and experiences will become an important metric for advertisers. Our analysis of user behaviors across major platforms suggests that a brand’s share of consumer attention in a category is an important predictor of future market share gains. Behavior analysis of several million, brand-created video content posted by brand marketers on platforms like YouTube, Facebook, and Instagram suggests a high correlation between a brand’s share of attention with its growth in market share across several industry categories.