Observed Signal · Sep 2, 2026 · Other · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Measurement Market: 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.
Provides insight into a major brand's media measurement strategy and AI adoption, but it's an opinion piece without new industry-wide announcements.
Key Takeaways & Evidence Grounding
- 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.
- She criticizes ROAS for rewarding the channel closest to conversion rather than the one that created demand.
- She advocates measuring reach, attention, memory, incrementality, and contribution together.
- She uses AI to synthesize performance, pressure-test decisions, and connect work across media, content, commerce, and analytics.
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