Peter Daboll
👤 SpeakerAppearances Over Time
Podcast Appearances
So there's some standard metrics on attention and likability.
Those are kind of ones that measure breakthrough.
So
are you going to pay attention in the first place?
Because now of course we don't have to watch, right?
We can skip through it.
We can, uh, you know, watch it on, on Hulu.
We don't need to see the ads.
I know, I know.
I'm telling you they're beefing up, aren't they?
For the battle.
Um, but, uh, so we test attention on likability.
We also measure,
things like information, purchase intent.
Do people remember the brand?
A lot of time they'll love the ad, they forget who the brand is for.
But then we've also started to collect verbatim comments.
So comments that people actually talk about the ad, and then we mine those for emotion.
And that's been the most exciting part of really over the last year or so is really getting at that emotional driver.
No, we actually get them to watch it because our view was we want a pure sense of the creative.