ADitude : Using Data to Inspire Extraordinary AD Creative

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.

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.