ADitude: Using Data To Inspire Extraordinary AD Creative

by Peter Daboll

At last, a book that puts ad creative in its proper place to drive brand success. 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. Daboll draws from his vast experience, exploring lessons learned throughout advertising history to present day, identifying obsolete rules that wrongly guide many marketers, while warning against modern-day modeling pitfalls. 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. Daboll’s logical recommendations for an iterative versus sequential approach to measuring creative effectiveness guarantees maximum impact for any ad or campaign.

196 pages, Kindle Edition

First published July 30, 2015

Reviews

[Jacob Hartzer · Rating 2 out of 5]

ADitude comes of first and foremost as a plug for Daboll's company, mostly touting the efficacy of the Ace Metrix. He tries to use data to do this using poor analysis principles, slapping a nearly flat trend line on a chart and claiming 80% confidence is "extreme." There are numerous examples of correlation, but little in the way of prediction. What I had hoped would be a data-science driven approach to the advertising space amounted to little more than a book of vague rules and posterior analysis.

[Cris Morales · Rating 2 out of 5]

"Test and learn always beats guess and hope."

Es un libro sobre una herramienta publicitaria que se llama Ace Metrix. No es una obra literaria magistral, ni tiene por qué serlo. Me gustó que tiene bastantes ejemplos chivas, entre ellos:

Microsoft - Empowering
McDonald's - Pay with lovin'
Budweiser - Puppy Love
Budweiser - Hero's Welcome
Budweiser - Brotherhood
Coca-Cola - The Catch
Mercedes-Benz - Fable
Dodge - Official Dodge Wisdom

[Jason · Rating 1 out of 5]

A giant ad

This is nothing but an ad for his company. Can't believe I paid for this. What a ripoff. Very disappointing.