• 7th November 2023

  • 14/08/2023

Ian Gibbs, Jicmail & DMA

Ian Gibbs PoP23

Ian Gibbs, Jicmail & DMA

Ian Gibbs, Jicmail & DMA 1024 576 Power of Print

Reframing the value of mail in the attention economy

In the current attention economy, human exposure to advertising can no long be assumed. It has therefore become more important than ever to quantify the amount of time consumers spend directly engaging with advertising. JICMAIL has embarked on a year long attention measurement program with Kantar, PWC and Lifestream, the results of which completely reframe how marketers should think about the cost-efficiency of the direct mail and door drops compared to other media channels… particularly digital. Join Ian Gibbs – JICMAIL’s Data Director and the DMA’s Insight Director, for an overview of this vital new study for the print industry.


With twenty years experience in media and marketing measurement Ian Gibbs is the chief architect of the DMA’s Effectiveness Databank – an advertising effectiveness database of over a thousand campaigns. He divides his time between the DMA as their Director of Insight and Planning, JICMAIL as their Director of Data Leadership and Learning, and a diverse range of independent consultancy projects for clients including The Guardian, Comcast Freewheel and Twinings Ovaltine for whom he runs measurement projects, and trains teams on how to harness the power of effective measurement frameworks.

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