Attention is reshaping how brands, platforms, and agencies think about media – and the conversation is moving fast. This panel brings together a platform leader and an agency investment executive to explore what it actually means to use attention as a signal that drives real business outcomes. How creators are raising the bar, how agencies are building smarter planning decisions, and what the next chapter of effective media buying looks like. Grounded in new research and built for the practitioners making these decisions every day.
The industry has moved beyond the question of whether attention matters. The conversation now is about what to do with it. Creators are building natively for how attention works in each environment and the brands learning from that approach are seeing the difference in outcomes. Agencies are evolving how they think about planning, moving from volume to quality of contact. Platforms are connecting attention to memory and brand impact in ways that are changing how marketers approach creative from the very start. This panel brings together a platform leader from Meta and a senior agency investment executive from Publicis Collective to explore what that evolution looks like in practice. How do you build a brief that creates the conditions for attention to convert to outcomes? How do agencies evaluate environments when each one creates different conditions for how a brand lands? And what does smarter media buying look like when outcomes are the condition, not the afterthought? Come ready to think differently about how attention becomes impactful.
The industry has moved beyond the question of whether attention matters. The conversation now is about what to do with it. Creators are building natively for how attention works in each environment and the brands learning from that approach are seeing the difference in outcomes. Agencies are evolving how they think about planning, moving from volume to quality of contact. Platforms are connecting attention to memory and brand impact in ways that are changing how marketers approach creative from the very start. This panel brings together a platform leader from Meta and a senior agency investment executive from Publicis Collective to explore what that evolution looks like in practice. How do you build a brief that creates the conditions for attention to convert to outcomes? How do agencies evaluate environments when each one creates different conditions for how a brand lands? And what does smarter media buying look like when outcomes are the condition, not the afterthought? Come ready to think differently about how attention becomes impactful.
Speakers
Key Takeaways
- A new way to think about attention as a signal that drives outcomes and what changes when you build your brief around impact from the start
- What creators are doing instinctively that the best brand campaigns are now learning from and why integrating creator content as a full-funnel asset changes results
- How leading agencies are building quality into planning decisions from the briefing stage and what that process actually looks like in practice
- A practical lens for evaluating whether your media environments are creating the right conditions for attention to become business impact
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