The rise of attention as a metric in advertising effectiveness has sparked significant discussion about consumer engagement with content. Relying solely on attention is insufficient for driving meaningful business outcomes such as sales and brand adoption. Attention may keep an audience member engaged, but it doesn’t inherently trigger the motivational changes necessary to elevate ad effectiveness among Canadian consumers. 

Join Vividata’s Pat Pellegrini and Tosha Kirk, along with iconic media researcher Bill Harvey of Research Measurement Technologies (RMT), as they share a deep dive into Vividata’s ongoing work on emotional resonance and their turn-key resonance solution for the Canadian market, Vividata Drivers.