As featured on The Drum
Today’s advertising models often focus on outcome-driven KPIs that help to optimize a campaign tactical effectiveness but do little to improve overall strategy.
Missing from these models is the very essence of advertising’s purpose: influencing people through information and emotion. The average consumer sees more than 500 ads per day. Focusing on emotion allows advertisers to break through that excess a grab more than a fleeting moment of a consumer’s attention. Focusing on emotion also allows advertisers to build awareness, change perception, or drive a specific action.
What we need are new models to measure the breakthrough of an ad, quantify whether it successfully transferred its message, and analyze the personal response of the ad.
We can think of these models as: fidelity, entropy, and empathy.