Topline metrics and the norms that can be built with them are useful but insufficient. Why? Because performance norms not only orient advertisers to exceeding merely average performance, but also incorporate sample biases and legacy approaches to advertising that are increasingly suspect in today’s highly polarized and rapidly evolving marketplace.
We use machine learning to reveal why different groups process ads the way they do. Our approach has revealed powerful new insights into the power of authentic stories, the role of representation and which emotions are most beneficial to activate and which are riskiest to elicit.
Break through the conventional wisdom that makes for forgettable creative and provide the creative direction you need to stand out in your category.