ADitude: Using Data To Inspire Extraordinary AD Creative - Hardcover

Daboll, Peter

Hardcover

ISBN 10: 1599325640 ISBN 13: 9781599325644

Publisher: Advantage Books, 2015

Synopsis

At last, a book that puts ad creative in its proper place to drive brand success.

Ad-itude empowers and advises advertisers and agencies to leverage the data to unleash creative power, impact brand performance, and out market the competition.

Written by Peter Daboll, one of the leading minds in ad creative measurement, Ad-itude discusses how using data effectively throughout every stage of the creative process produces ads that consumers choose to view from beginning to end, rather than ignore. Daboll draws from his vast experience, exploring lessons learned throughout advertising history to present day, identifying obsolete rules that wrongly guide many marketers, while warning against modern-day modeling pitfalls.

Ad-itude shows the difference between testing and guessing, and why experimentation is always better than relying on assumptions that lure marketers into dangerous ROI traps. Daboll’s logical recommendations for an iterative versus sequential approach to measuring creative effectiveness guarantees maximum impact for any ad or campaign.

About this title

About the Author

PETER DABOLL has more than 25 years of experience in the science and business of advertising effectiveness. He has spent his career developing and implementing analytical models and testing systems to measure consumer response to advertising. As CEO of Ace Metrix, Peter has led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative. Peter was also the CEO of Bunchball, Chief of Insights at Yahoo!, and president and CEO of comScore Media Metrix. Peter began his career with senior management positions with the Analytic Consulting Group of Information Resources, Inc., (IRI) and Nielsen where he pioneered the use of scanner data into developing marketing mix models. He has received numerous industry awards recognizing his leadership in advertising research including a 2011 Great Mind award from the ARF, and is a regular contributor to media outlets and advertising industry associations.

From the Back Cover

"Facebook has long understood the importance that ad creative plays in impacting user experience and driving ad performance. Ad-itude is a valuable discussion on measuring creative experiences for both advertisers and publishers. We live in a time when the audience is in control, and by measuring ad quality we can deliver better ads and branded video experiences that people will not only choose to watch, but will also drive results." Gary Briggs CMO, Facebook

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"Our industry has been fixated on and transformed by data and technology. For far too long we have left creativity out of the conversation. Daboll masterfully brings our attention back to the core pillar of advertising--the art of storytelling--and demonstrates that the coexistence of art and science is not only a reality, but also a necessity." Wenda Harris Millard President & COO, MediaLink

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"The explosive growth of digital advertising has understandably placed an increased emphasis on media - but unfortunately at the expense of creative, which many have forgotten remains the most powerful element of the marketing mix. In this easily-readable book, Peter Daboll persuasively re-establishes creative's importance in the digital age and shows us how science and creativity can live hand-in-hand." Gian Fulgoni Co-Founder and Chairman Emeritus | comScore, Inc.

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"At the ARF, we have proven that "advertising works" over the course of the past 80 years. Today's marketers and their insight leaders need new solutions- at scale, and at the speed of life, at their fingertips. In his book "Ad-itude", experienced leader Peter Daboll helps to articulate and explicate today's issues and opportunities. He brings forward solutions to answer the C-suite question: 'Do my marketing dollars drive growth' and 'where should I spend my next marketing dollar.' At the ARF we know how important great creative is, but it has been difficult to measure in the past. Today's big data analytics open up new possibilities of immediate access to competitive context, and real time insight aided by leaders with new skills: synthesis, speed vs. perfection, and the leadership to take a stand. Ace Metrix is one of many solutions the industry counts on to drive growth." Gayle Fuguitt CEO and President, The Advertising Research Foundation

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"Bernbach's quote 'Great advertising can make a bad product fail faster' is never more true than in today's advertising business. Daboll's book "Ad-itude" brilliantly presents that creative reality for digital and video content to help marketers improve their creative outcomes." George Rogers WPP Global Client Director

Edition details

• Publisher: Advantage Books
• Publication date: 2015
• Language: English
• ISBN 10: 1599325640
• ISBN 13: 9781599325644
• Binding: Hardcover
• Number of pages: 196