ADitude : using data to inspire extraordinary ad creative by Daboll, Peter, author instant download

ADitude : using data to inspire extraordinary ad creative by Daboll, Peter, author instant download

194 pages : 24 cm, 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. 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.-- jacket, Includes index, Optimizing creative: the science of art. Creatively challenged? -- Avoiding the campaign autopsy -- The simplicity of a single score -- Some overall lessons learned -- The many measures -- Ad personalities and personas -- Creative considerations for digital video -- From forced to watch to choose to watch -- Creative and social media -- So what have we learned about ads? Advertising : how past ads look today -- What makes ads great? -- Super super bowl ads -- Measuring creative performance. The marketer's dilemma: test is better than guess -- Measurement: what are brands trying to achieve? -- Attribution models and other digital surprises -- Common pitfalls for marketers when creating and measuring advertising