Rethinking  Ad  Effectiveness  and  Audience  Effectiveness

Attribution  Accelerator  |  November  2016

We  measure  consumer  preferences  &  behaviors

Observe Ask

Rethinking  Ad  Effectiveness

The  Old  Way  to  Ask

The  New  Way  to  Ask:  Publisher  Network

The  New  Way  to  Ask:  :  The  SurveyWall

The  New  Way  to  Ask:  The  SurveyWall

75%  to  95%

More  reach  =

More  reach  =

More  respondents  =  

More  reach  =

More  respondents  =  

Faster  to  significance  =

More  reach  =

More  respondents  =  

Faster  to  significance  =

Real-­‐time campaign  adjustments

Rethinking  Audience  Effectiveness

15

Old  Method

17

Old  Method New  Method

Segment  validation

Segment  selection

Ad  pre-­‐testing

What’s  next  to  rethink?

Audience  profiling

CRM  validation

Building  audience  segments

Thank  you