Peter Field, Karen Nelson-Field, and Orlando Wood unpack data to prove ad effectiveness, mental availability, SOV rules failing, machine measurement damaging MMM attribution

L-R: Peter Field, Karen Nelson-Field and Orlando Wood

At Cannes, Peter Field, Karen Nelson-Field and Orlando Wood spearheaded a three-pronged, data-driven counteroffensive on overweight performance budgets at the expense of brand.

Presenting 20 years of IPA and five years of Amplified Intelligence data, the three outlined a 10-15 year decline in brands building mental availability and advertising effectiveness and the erosion of marketing laws that used to reliably help brands grow.

Marketer heads have been simultaneously turned by metrics such as viewability, yet the vast majority deliver "zero human attention", per Nelson-Field. Meanwhile, compound data errors – mistaking device data for human data – have flow on effects that risk blowing holes in media mix modelling. But they also presented some simple solutions.