Alex Steer

Advertising effectiveness, analytics and strategy / about

The dangers of data dependency

115 words

AdAge contains an article about a 10,000-person advertising research study with one of the least surprising findings imaginable:

The study, which the companies said involved 189 different ad scenarios, found that "viewability is highly related to ad effectiveness"

No, you did not misread that. It took a study of 10,000 people to establish that ads are more effective when you see them.

And in fact, this wasn't really an effectiveness study in any meaningful sense - it was an ad recall study.

So in short, the finding is: You're more likely to remember ads that you've seen than ads that you haven't.

There is such as thing as being too data-driven.

# Alex Steer (12/02/2016)


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