CEO, ACE Metrix
Peter Daboll has more than 25 years of experience mastering the science of effective advertising. He has spent his career implementing testing systems to measure consumer response to advertising. As CEO of Ace Metrix, Peter led the company in developing innovative metrics to help advertisers generate more impactful content. Peter was also the CEO of Bunchball, Chief of Insights at Yahoo! and president and CEO of comScore Media Metrix. He began his career in senior management positions with Nielsen and the Analytic Consulting Group of Information Resources, Inc., (IRI) where he pioneered the development of marketing mix models using scanner data. He has received numerous industry awards recognizing his leadership in advertising research, including a 2011 Great Mind award from the ARF. He is a regular contributor to media outlets and advertising industry associations.
Publication Date: July 2015
At last, a book that puts ‘ad creative’ in its proper place to drive brand success. Ad-itude advises and empowers advertisers to leverage data, 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 the effective use of data throughout the creative process will produce ads that consumers choose to view from beginning to end, rather than ignore. Daboll draws on his vast experience, exploring lessons gleaned over the course of his career. He identifies obsolete rules that lead many marketers astray, warning against various modern-day modeling pitfalls. Ad-itude shows the difference between testing and guessing. Furthermore, it explains why experimentation always trumps a reliance on the assumptions that lure marketers into dangerous ROI traps. Daboll’s recommendations for an iterative versus sequential approach, to measure creative effectiveness, guarantee maximum impact for any ad or campaign.