Bose vs Dolby

Bose Media Head: Attention Is Proxy, Not Result

Kelly McArdle, Global Head of Media at Bose, argues that attention metrics are a proxy for, not a measure of, business outcomes. She criticizes ROAS for rewarding channels closest to conversion while ignoring demand creation. Her approach includes evaluating reach, attention, memory, incrementality, and contribution together. She defends long-term brand investment against short-term performance pressure, referencing Ehrenberg-Bass Institute and 'The Long and the Short of It'. McArdle also discusses AI's role in accelerating media decision-making and AI discoverability's growing importance. She identifies range, curiosity, and judgment as essential traits for future media leaders. The piece is an interview published ahead of the Drum Awards Festival.

• Kelly McArdle is Global Head of Media at Bose.
• She previously spent nearly a decade at PHD Media.
• She argues that attention is a proxy, not a result, and would not pay a premium for it unless it improves business outcomes.

Dolby and Meta Expand Dolby Atmos and Dolby Vision Across Meta's Ecosystem

Across Meta AI glasses, Instagram, and VR devices, Dolby Atmos and Dolby Vision bring greater depth, authenticity, and emotion to the experiences that matter most

Dolby and Meta Expand Atmos, Vision Across Meta Ecosystem

At Meta Connect, Dolby and Meta announced the expansion of Dolby Atmos and Dolby Vision across Meta's ecosystem. Meta AI glasses will be the first global consumer device to capture audio in Dolby Atmos, with users able to share content on Instagram. This builds on the launch of Dolby Vision on Instagram last year. Additionally, Meta's newest VR device, launching next year, will support Dolby Vision and Dolby Atmos for immersive experiences in movies, shows, sports, and concerts. The partnership broadens Dolby's presence across Meta's platforms, enhancing the authenticity and emotional engagement of content creation and consumption.

• Dolby and Meta announced expansion of Dolby experiences at Meta Connect.
• Meta AI glasses will be the first global consumer device to capture Dolby Atmos audio.
• Dolby Vision was previously launched on Instagram last year.

Dolby OptiView Adds Sports Intelligence, Dolby Vision, Ads Expansion

Dolby Laboratories announced significant upgrades to its Dolby OptiView live sports platform ahead of IBC 2026. The new capabilities include Dolby OptiView Sports Intelligence, an AI-powered tool that analyzes real-time game and viewer data to provide minute-by-minute insights into fan engagement, enabling personalized viewing experiences. The platform now also supports Dolby Vision for enhanced visual quality, with the Seattle Seahawks as the first team to integrate it into their app and website. Furthermore, Dolby OptiView Ads has been expanded to support additional video players, becoming the first certified server-guided ad insertion solution verified within the Google ecosystem. In one deployment, it delivered a 76% average increase in eCPM and a 132% increase in fill rates. These updates aim to enhance fan engagement and monetization for teams, leagues, and streamers.

• Dolby OptiView introduced new AI-powered Sports Intelligence capability at IBC 2026.
• Dolby Vision is now available through Dolby OptiView for live sports.
• Seattle Seahawks are the first team to deploy Dolby OptiView with Dolby Vision.