Nielsen and Millward Brown rely on pre-automation recall testing
Peter Daboll · 1017 The New Nielsen? $12m in Revenue Says, Maybe! · May 7, 2018 · at 5:58
Peter Daboll, CEO of Ace Metrix, compares his company's automated creative testing against legacy incumbents Nielsen and Millward Brown.
0:00 / 0:16exact quote · 16.5s
720p mp4 · rendered on demand · StarZero watermark
“So Nielsen and Milward Brown and some of these other copy testing outfits are really pre-automation guys. And so, Our fundamental difference was on the technology and the normative data and all of the competitive assets. Nielsen measures more on a recall basis.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Peter Daboll
Daboll: Ad effectiveness can only be understood by benchmarking against all ads
“Our philosophy is you only know if an ad's good if you know how good every ad is good because we're all being bombarded with ads every day.”
Ace Metrix cuts ad testing turnaround from six weeks to 24 hours
“We build a technology solution that basically grabs every ad that airs, tests it, put it in syndicated database in 24 hours as opposed to the four to six weeks it used to take.”
Daboll: Ace Metrix holds the world's largest scored ad database
“We have, like, the largest ad database in the world now.”
Daboll: Digital video advertising will be won by fewer, higher-quality creatives
“So the question is, what's going to win in this battle is going to be fewer and better.”
Daboll: Traditional advertising agency groups are seeing sharp cutbacks
“And if you see like some of the agency Martin Sorrell, for example, and other agency groups are seeing really sharp cutbacks in, in the traditional agency model.”
Daboll: Big brands are consolidating ad spend into Google and Facebook
“The other thing is you've got some consolidation where, where a lot of the big brands are sick of the ad tech stuff. They just want to deal with like a Google or a Facebook or, you know, a big vendor and concentrate their spend there.”