Peter Daboll, Chief Executive Officer, Ace Metrix
The industry today is right at this intersection of creative and measurement. Peter Daboll is determined to integrate both into the entire advertising ecosystem.
In discussing “How Advertising Works Today” Daboll identified two key components: Competition for attention is high as consumers are bombarded with more advertising than ever; this raises the question not whether the Ad was effective after being watched, but whether the Ad will even be watched at all. Another entirely unique attribute to the current landscape is that after interacting with and viewing an Ad, consumers today have the option to take it a step further—by sharing and becoming brand advocates.
To be a successful marketer, Daboll says it’s not good enough to be involved only in producing creative or ad strategy but also a heavy involvement in measurement. The rush to ROI is incomplete without understanding “how the sausage is made” and truly grasping how it’s computed.
Daboll describes Ace Metrix as the DMP (Data Management Platform) for Ads, collecting valuable tidbits down to the individual attributes and characteristics of Ads to measure the emotion that arises. “We talk about the three H’s: Humor, Heart and Hook.” ‘Hook’ measurement is a score based on content analysis—how people describe an Ad that was surprising or unique enough for them to want to share it.
Check out more in the video interview, brought to you by The ARF in Cannes Lions 2015.
Peter Daboll leads Ace Metrix with more than 25 years of experience in the science and business of advertising effectiveness. Peter has spent his career guiding businesses to create technology and build systems that measure consumer response to advertising. He holds a patent for website visitor engagement computation and is the author of ADitude: Using Data To Inspire Extraordinary AD Creative.