|December 03, 2013||
5 Reasons Why Big Data Will Crush Big Research
We all are hearing a lot these days about “big data.” But there is much confusion about what “it” is and what it means for marketers. Last year, Gartner defined big data as “high volume, high-velocity, and/or high-variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization.”
|December 03, 2013||
Which Are the Most Effective Holiday Themed Ads?
Ace Metrix CEO Peter Daboll discuses holiday season advertising with Deirdre Bolton on Bloomberg Television's "Money Moves."
|November 22, 2013||
Marketers Show Some Restraint; Holiday Ad Volume Down 8.2%
Marketers may have started holiday advertising as early as September this year, but so far they've actually run fewer holiday ads and have shown at least a little restraint with their creative.
|November 16, 2013||
Van Damme’s Volvo video: the Art of Going Viral
Action star Jean-Claude Van Damme was featured in a Volvo Trucks ad where he performed an epic split between two trucks.
|November 13, 2013||
A Pitch From the Top
Don't save your CEO for a crisis.
|October 23, 2013||
VW has funniest 2013 ad, but not most effective
The funniest TV spot of the year may be a VW ad featuring a woman who can't stop her annoying laugh. But the research firm behind that data also notes that the ad's effectiveness is little better than average.
|October 15, 2013||
Microsoft’s Google-Bashing TV Campaign Is Actually Working
The commercials are hard hitting, beating up Google for everything from invasive ads in Gmail to sharing data with app developers to placing paid results on its search page. Google, the ads claim, is "Scroogling" its users, or exploiting their private data to maximize advertising profits.
|October 10, 2013||
Most influential restaurant ads in 3Q push value
Restaurant chains with the most influential commercials in the third quarter did not stray too far from talking up their low price points as they competed across segments and dayparts in a slow economy, according to a new study from Ace Metrix.
|October 10, 2013||
Will Dodge’s Ron Burgundy Commercial Actually Sell Trucks?
Dodge Durango is using Will Ferrell’s Anchorman character, Ron Burgundy, as pitchman for its all-new 2014 SUV.
|October 07, 2013||
Best TV Ads
Ace Metrix CEO Peter Daboll breaks down the most effective TV ads in the 3Q for Dennis Kneale.
|October 06, 2013||
Retailers ring in the shopping season earlier
"Christmas creep," the retail phenomenon that brings sightings of Christmas trees and inflatable snowmen in late summer, has picked up its pace this year.
|October 03, 2013||
Guinness’ Wheelchair Basketball Ad Spun Circles Around Competitors in Q3
Guinness' "Friendship" was the most effective TV beer spot during the third quarter, according to Ace Metrix, which also ranked the ad No.1 when comparing how all other brands competed against their specific niches (beer versus beer, apparel versus apparel, retail versus retail, etc.).
|September 25, 2013||
Best Buy Delivered Most Effective BTS Ads
For retailers across verticals, the back-to-school (BTS) season is a pivotal time to generate eye-catching campaigns and in turn, drive sales across all channels. From clothing brands to office supply merchants, all retailers have a primary goal of driving excitement and encouraging students and parents to shop.
|September 10, 2013||
105 Days ’til Christmas: Kmart Airs First Holiday Ad
Commercial Promoting Layaway Marks Earliest Ever Kickoff to Holiday Marketing
|September 09, 2013||
Marketers Air Fewer Back-to-School Ads
As Retailers Report Uneven Sales, Commercials Also Rank as Less Effective
|August 15, 2013||
The Willis Report: Jenny Craig is Losing Some Weight
Fox Business anchor Gerri Willis and Ace Metrix CEO Peter Daboll discuss the recent decision by Jenny Craig to scale back on celebrity endorsed advertisements.
|August 15, 2013||
Why Jenny Craig is abandoning celebrity endorsers
We’ve all seen celebrities in advertisements for weight-loss programs, but Jenny Craig is moving away from them. Why? Because they aren’t effective, research shows. NBC’s Mara Schiavocampo reports.
|August 13, 2013||
Jenny Craig pivots away from celebs in ads
Quick: Which weight-loss company has featured actress Valerie Bertinelli in its ads? Or Jennifer Hudson? Or Mariah Carey? Or, ugh, big, bad Charles Barkley?
|July 22, 2013||
Apple Needs a Fresh Marketing Vision, and We Have Some Ideas
It hasn’t been that long since Apple’s ads were considered as innovative and trend-setting as its devices. Every plucky exchange between pitchmen Justin Long and John Hodgman was greeted with bouquets. Every new iPhone spot earned praise for deftly fusing product functionality with consumer desire.
|June 16, 2013||
Ad world’s creative stars light up Cannes
Marketing A-listers take to the red carpet - not to view movies, but to see amazing ads. Sunday kicks off the Cannes Lions International Festival of Creativity, the ad world's largest awards event.
|June 06, 2013||
Consumers love the interracial Cheerios commercial that YouTube trolls hated
In case anyone really needed it, a June 5 Ace Metrix report brings proof that Internet trolls with axes to grind don't speak for consumers.
|June 06, 2013||
Cheerios Interracial Ad Gets High Viewer Marks
Interracial Cheerios Commercial Generates Debate
|June 05, 2013||
Turns Out Americans Love ‘Controversial’ Cheerios Ad
Last week, a new ad from Cheerios was deemed controversial when media outlets discovered that the racist contingent of the idiocracy known as the YouTube comment section trashed the ad for featuring a mixed-race couple and a biracial child. But according to data from Ace Metrix, Americans like the ad. In fact, "Good for Your Heart" (called "Just Checking" on YouTube) tested the highest of six new Cheerios ads this year and garnered attention and likeability scores 9% and 11% "above the current 90-day norm for cereals."
|May 10, 2013||
Consumers Prefer Beyonce as a Blonde
H&M TV Ads Feature Singer as a Blonde And Brunette; Study Shows One Performed Much Better
|May 02, 2013||
Mercedes took risk to reach Gen Y
A Mercedes-Benz USA executive at the Luxury Roundtable: State of Luxury 2013 conference said that taking a risk when it was not mandatory helped the brand avoid becoming irrelevant and stagnant. During the “Balancing the Art and Soul of Risk” session, a Mercedes-Benz USA executive discussed the risk the brand took when launching its Super Bowl XLVII commercial for its CLA vehicle. The first CLA branded video featured model Kate Upton and was considered controversial before it went viral.
|April 23, 2013||
For Marketers, Sentimentality Trumps Slapstick
Tugging at the heartstrings: an eternal tactic of marketers of everything from coffee and peanut butter to long-distance phone services and those charities for abused and neglected animals. But a pickup truck? A tender spot for the tough Ram, "Farmer" turned out to be one of the most popular ads in all of Super Bowl XLVII—though flashy it wasn't. The creative, via The Richards Group, was a simple, two-minute slideshow featuring dramatic stills of American farmers set to the thunderous intonation of the late radio personality Paul Harvey. At the end, the screen fades to black before we’re shown the truck’s logo and the tagline, "Guts. Glory. Ram." No music, no humor, no action—just good old-fashioned sentimentality.
|April 04, 2013||
Casual-dining chains top study of 1Q restaurant ads
With television viewers thinking about eating better and saving money during the first few months of the year, LongHorn Steakhouse and its casual-dining peers benefited and broke through with their commercials, according to a first-quarter study from Ace Metrix. For the study, Ace Metrix calculated an Ace Score, a proprietary measurement of how persuasive and watchable consumers rate commercials, for hundreds of brands. The Mountain View, Calif.-based advertising research firm found that dinnerhouses had the highest Ace Scores due in large part to low price points, low calorie counts and fancy food shots.
|April 03, 2013||
Ace Scores: Cool Whip Frosting Tops Q1′s Ads
A spot for Kraft Foods’ new Cool Whip Frosting pulled the highest Ace Score (680) of all ads tracked by Ace Metrix in the first quarter, including the highest-scoring Super Bowl ads. Only two Super Bowl ads made the Q1 Ace top 10: Budweiser’s “Brotherhood” and Mercedes-Benz’s star-studded “Soul” ad. Further, no Oscar ads made the top 10. The Cool Whip Frosting spot, “Mistreated and Hurt,” spoofs charitable fundraising commercials by showing images of badly frosted cakes with a grave voiceover: “Sadly, every year, millions of innocent cakes are mangled, mistreated and hurt. But there is something you can do. Go to the freezer section and pick up new Cool Whip Frosting…It’s whipped, fluffy and perfectly sweet, so it spreads on easily, leaving cakes unharmed.”
|March 18, 2013||
HR Block Losing Ad Battle Against TurboTax
Fox Business New's Diane Macedo on TurboTax dominating the TV and video advertising scene.
|February 27, 2013||
Ace Metrix ranks McDonald’s and JCP most effective new 2013 Oscar commercials
Media analysis firm Ace Metrix released a sneak peak at its rankings of 2013 Oscar commercial effectiveness in an interview with Examiner.com Feb. 27. Among the top 2013 Oscar commercial performers were spots by McDonald’s, JCP and Coke, Ace reported. According to Ace Metrix CEO Peter Daboll, this year’s field of Oscar commercials did not perform as well as those from last year’s Academy Awards. They received average scores that were about 10 percent lower than 2012. One problem with the 2013 Oscar commercials: They were recycled. Ace reported that only 23 of 40 commercials were new, and several had already been used last year.
|February 12, 2013||
Super Super Bowl Stats
The Super Bowl is over, but Marketing Charts has done a yeoman’s job in collecting and summarizing advertising stats for the record, or just plain interesting. Their report starts with the Ace Metrix scores, which reflect the persuasive nature of the commercial (through desire, relevance, information, attention, change, and likability) and its watchability. Combined, the overall effectiveness score is designed to understand how a commercial fared from the angles of both voluntary consumer consumption, and the business goal of the advertiser.
|February 07, 2013||
Most And Least Effective 2013 Super Bowl Ads
Congrats to the Ravens and the Clydedales, crowned Super Bowl champions. Budweiser’s ad triumph on Super Bowl Sunday led to more than 10 million YouTube views for the spot, and growing. Yes, animals play well with the American Super Bowl-viewing audience. But more important...
|February 04, 2013||
A Postgame Follow-Up on Super Bowl Commercials
THE reactions to the advertising bowl that was played inside Super Bowl XLVII are offering a fascinating look at the dominant types of commercials — emotional and humorous — that Madison Avenue prefers for its big event. Most of the 46 commercials that ran nationally on CBS during the game can fit into one of those camps, and it was those spots that seem to have generated the most responses, positive and negative, in the many polls and surveys that were taken during and after the game.
|February 04, 2013||
The Winners and Losers of the Super Bowl Ads
When the lights went out at the Super Dome in New Orleans on Sunday night, sportscasters vamped desperately and the social media team at Oreo jumped to action. Within minutes, the cookie brand produced, approved, and posted a joke graphic on Twitter about dunking in the dark – and won praise (alongside brands such as Audi and Tide ) for nimble social media marketing. But according to research firm Ace Metrix, which tracks the effectiveness of U.S. advertisement, this year’s Super Bowl also showed that social media ad campaigns have their limits.
|February 04, 2013||
Taco Bell, Subway score big with Super Bowl ads
Taco Bell and Subway, the two foodservice brands to run national, in-game commercials during Sunday’s broadcast of the Super Bowl, performed well when it was their turn to get in the game, according to research from firms DigitalCoCo and Ace Metrix.
|February 04, 2013||
Bud Scores A Touchdown With Baby Clydesdale
The final results are in, and Budweiser's "Brotherhood" ad featuring its iconic Clydesdales was indeed the most effective ad of the Super Bowl, according to Ace Metrix. The 60-second spot achieved an Ace Score of 665. Mountain View, Calif.-based Ace Metrix measures 500 consumers who watch and score each ad across a variety of standardized metrics. In addition to the ubiquitous Clydesdale spot, Anheuser-Busch debuted three-and-a-half minutes of new ad creative, including spots for Anheuser-Busch's two newest brands, Budweiser Black Crown and Beck's Sapphire -- both of which made their national TV debut.
|February 04, 2013||
Fox News: Super Bowl Winners and Losers
Featured on Fox Business News Monday morning following the Big Game, Ace Metrix CEO Peter Daboll breaks down Super Bowl ad war winners and losers.
|February 03, 2013||
Super Bowl Ads So Far: Budweiser Beats Milk
For a while there I was despairing for the future of football. An ad for milk – milk! – was running as the top Super Bowl spot, at least during the first quarter, according to Ace Metrix. Granted the Got Milk? ad featured The Rock, but still—this is the Super Bowl, after all.
|January 30, 2013||
Why Creative Is Still King Of The Super Bowl
We have been evaluating the impact of ads for some time now–some 30,000 of them—and we’ve seen a variety of creative concepts come and go with each Super Bowl. Some brilliant, memorable and now part of pop culture. Some mediocre and forgettable. Some downright terrible. This year’s creative concept/theme is the growing application of social media in the development, support and scripting of ads. It’s not entirely new–there have been “social hobbyists” for a few years now. But what is new is that most brands are now dabbling in this cross-media experimentation in some form or another.
|January 28, 2013||
Rewind: When Lance Armstrong Rode in the Super Bowl
Before his doping downfall and confession to Oprah Winfrey, Lance Armstrong was among the most sought-after product endorsers, with deals from Nike, Oakley, Trek, 24-Hour Fitness and more. Those lucrative days are now over, which makes it hard to believe that just three years ago Mr. Armstrong starred on advertising's biggest stage: the Super Bowl. Check out his performance above in a 30-second ad for AB-InBev's low cal beer, Michelob Ultra. The commercial, which finds Mr. Armstrong living the "Ultra Life," ran in the 2010 Super Bowl. Like other marketers, A-B parted ways with Lance as evidence mounted last year of his performance-enhancing-drug use. But the brewer hung onto him as long as it could, along with Nike and Oakley.
|January 27, 2013||
CNN Newsroom Talks Super Bowl Teasers
Peter Daboll weighs in on the Super Bowl ads we'll see on Sunday, Feb. 3.
|January 24, 2013||
Why ‘Crash the Super Bowl’ Hasn’t Burned Out for Doritos
Doritos' seven-year-old "Crash the Super Bowl" campaign looks a little tired from some angles. Every year the PepsiCo brand rolls out a new contest gimmick to plug the consumer-generated ad contest, but every year the winning commercials seem to rely on the same lowbrow devices -- including a plethora of pet tricks. But there is no denying that the campaign still works, at least as judged by the average tortilla-chip-munching Joe. Indeed, plenty of ad agencies would love to post the stellar scores the campaign routinely gets from various Super Bowl ad-ranking services. Doritos had two of the four most-effective Super Bowl spots last year as judged by Ace Metrix, which evaluates video ad effectiveness, and has won the USA Today Ad Meter polling in three of the last four years.
|January 21, 2013||
What the Soft-Drink Industry Can Learn From Beer
As they climbed back from Prohibition, booze marketers in the 1930s served up responsibility ads to shield a product some still considered sinful. "We Who Make Whiskey Say: Drink Moderately" consumers were told, according to accounts of the ads by the Distilled Spirits Council of the U.S. Eight decades later, it's the soda inddustry under fire, blamed for the nation's obesity epidemic. While a pop prohibition isn't at hand, soda marketers can learn from their booze-selling brethren in combating their fiercest critics.
|January 17, 2013||
Coca-Cola’s Anti-Obesity Ad Pulls High Ace Score
While Coca-Cola’s new TV ad addressing obesity issues has been labeled cynical or an exercise in damage control by critics, consumers’ initial reactions are notably positive, according to Ace Metrix. Ace’s survey of a representative sample of more than 500 U.S. consumers, using its usual battery of questions probing perceptions to TV ads, yielded an Ace Score of 669 for the initial, two-minute ad in Coca-Cola’s “Together for Good” campaign -- making it one of the top five TV ads to break in the past 90 days (out of more than 2,000).
|January 10, 2013||
Top 10 restaurant brand advertisers
A study of the most effective advertisers in the restaurant industry by Ace Metrix revealed that “America’s love affair with casual dining” continued in 2012, the advertising research firm’s executive vice president of marketing, Jonathan Symonds, said. After asking thousands of survey respondents to rank brands’ TV commercials based on how persuasive and watchable they were, Ace Metrix calculated its proprietary Ace Score for each restaurant. The Mountain View, Calif.-based firm found that restaurants’ ads performed best when they focused on food, but within the context of affordability and the dining environment.
|January 07, 2013||
Samsung Made The Top Ad Of The Year — And It Was For A Fridge
Samsung made the most effective commercial of the year, says analytics firm Ace Metrix, but it wasn't for a cell phone. While 72andSunny should be commended for its snarky, Apple bashing Galaxy spots, Samsung's ad for a huge french door refrigerator actually performed best with viewers as the most creatively effective ad of 2012.
|January 04, 2013||
Top Commercial for 2012 Was Really ‘Big,’ Ace Metrix Says
The commercial that received the highest average score last year from viewers of national television ads in a closely followed survey was not a glitzy Super Bowl spot or an emotional Olympics spot. Nor was it a commercial that was sexy, snarky or stuffed with celebrities. Rather, the commercial, for a French-door refrigerator from Samsung with 31.6 cubic feet of space, was straightforward, something in the show-and-tell vein. The spot offered a lighthearted demonstration of the capacity of the fridge by showing a family coming home from a shopping trip and filling it up bucket-brigade style, by tossing oversize packages of food from kid to Dad to kid to kid to Mom.
|January 04, 2013||
Tablets, Refrigerator Spots Top 2012 Ads
Samsung offered up three of the top 10 most effective ads of 2012, according to one metric. An ad for a new larger refrigerator led the pack, while a spot for its Galaxy Note came in third and one for a new tablet finished in a tie for ninth, according to Ace Metrix. In second place in the overall rankings was a spot that also had refrigerator involvement as part of a wider branding-type ad for Frigidaire. That ninth-place tie included a spot for the iPhone 5 backing its camera abilities and featuring cute kids, and one for Outback Steakhouse, which promoted special offers for military personnel.
|January 04, 2013||
Samsung’s Ads Are Most Effective of the Year, But Fail to Take Bite Out of iPhone
Samsung got a lot of attention, not to mention video views, for its funny send up of the Apple iPhone faithful in its Galaxy ads in 2012. But humor and celebrity users like LeBron James weren't enough to unseat Apple as the most effective mobile phone advertiser in 2012, according to ad effectiveness research firm Ace Metrix. Samsung did win the hard-fought tech category overall -- which includes PCs, tablets, phones and TVs -- by producing numerous high-quality spots for its myriad products. "It's one thing to create a great ad. It's another to do a consistent good job over 45 or 50 executions," Ace Metrix CEO Peter Daboll said.