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Peter Daboll

Member since December 2010Contact Peter

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  • The Zuckerberg In The Henhouse by Bob Garfield (Garfield at Large on 09/26/2016)

    This isn't just a Facebook problem.  True, Facebook's metric was misleading and inacurrate.  But there are dozen's of these quasi-fraudlent metrics and analytical techniques that exaggerate the true impact of an ad or a campaign. From attribution to brand lift or even unduplicated reach,  Its a culture of lying and strechted-truths to generate inflated performance.  And its not just pushlishers and ad nets that are guilty. Advertisers are guility too wanting flaunt inflated ROI numbers around their management. If you want the truth, then be prepared to deal with results that aren't that complimentary.  Face it, not all ads are good. Transparency is the only way performance will actually improve-- covering it up won't help. The big guys, like Google, Facebook or AOL need to step up as you suggest and call out these misleading industry practices. What we need is a big whistle, and lots of blowers to facilitate change. 

  • How Marketers Can Adapt To Changing Media by Carolyn Contois (Online Media Daily on 06/19/2013)

    Just to be clear and correct an error, Ace Metrix delivers ad test results within 12- 24 hours, not monthly as you describe. In fact we don't even produce monthly creative ad rankings. Maybe you are thinking of the traditional copy testing suppliers that still deliver results in 4-6 weeks. Real-time creative scoring by Ace Metrix changing the landscape for both digital and traditional ads. Secondly, the need for creative testing has never been higher, not only for the ads you produce but relative to every other ad thats out there. Just comparing to yourself doesn't cut it anymore. And even if ad production costs are declining, the media cost certainly isn't. The industry's current metric portfolios focus on "who" the ad is targeted against or optimizing against price. Not enough is focused on how good the ad is in the first place, whether digital or broadcast. Take automated buying for example, that is creative -blind. Finally, real time social media responses can be highly biased and inflammatory, and not represent the real veiwing audience. Take the recent Cheerios ad that evoked mean-spirited racial responses on line, that were not reflective of US viewers.

  • Macy's, Target, Toys R Us: Best Holiday Ads by Sarah Mahoney (Marketing Daily on 12/17/2010)

    Many of these study's are published this time of year. However, the real measure of an ad's effectiveness is lost in the approach. Most studies like these do little more than measure popularity of an ad, and 9 times out of 10 funny wins. But "likeabilty" is only one dimension of an ads overall effectiveness. In fact, our data shows that Wal-Mart actually did have the number one retail ad overall this year; while Target's campaign wasn't even in the Top 10. Ad effectiveness needs be evaluated in terms of changing consumer's behavior and attitudes, and can be measured by looking at much more scientific identifiers of persuasion, engagement, information, attention and relevance. So while a commercial might be funny, it may not work at all. Think twice before you jump to the conclusion that popularity drives performance.

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