The great thing about being a scrappy, agile technology-differentiated ad assessment company is the ability to collaborate with the best and brightest, inside and outside of our own walls, and to quickly make innovative ideas a marketplace reality.

Today, in response to market feedback, we announced the availability of Ad Personality Profiling. Of course, we gave many clients sneak previews throughout the development process before, last week, arming them with direct access to this next generation ad assessment framework through their Ace Metrix LIVE user interface.

Ad Personalities are pretty awesome.

In today’s highly cluttered media environment, where consumers are increasingly inclined and technologically enabled to avoid ads, the key challenge advertisers face is how to get people to pay attention, stop and watch, and emotionally connect so strongly with a brand that they are inspired to seek and share ads. The need to be paid attention to and the need to emotionally connect are not unique to advertising. They are fundamental to the human condition. As such, it follows that powerful creative development and media execution can come from looking at video advertising through the humanized lens of ad personality to work with a combination of human characters, voices, and situations. Is your ad more of a “performer/entertainer” born to stand out in a crowded room and grab attention, or is it more of a “professor” whose ability to educate will shine brightest after attention has been achieved but who may struggle to get students to show up to class? Is your ad a “converter,” a change agent that is actively reshaping brand imagery? Does it have a persona that might cause you to duck into a store and hide if you saw it coming toward you down the street, or does it have more of “re-engager” persona that might inspire you to actively reach out and say, “Hello. Nice to see you again”?

We all have grown comfortable with how to deal with the diversity of human personality types in our daily lives, so it’s not surprising that increased clarity can come from better connecting our wealth of life experience to the maybe-not-quite-so-unique challenges of creating stop-and-watch and emotionally powerful seek-and-share advertising.

We would love the opportunity to speak with you about the personas of your particular ads, so do reach out to set up time to speak with us and get a detailed demonstration. Meanwhile, we’ve presented each of the Ad Personality Profiles below with some recent or memorable examples to illustrate their attributes.

Performer Ads: Performers were born to stand out in the crowd and grab our attention. We are drawn to them because they are highly entertaining and/or stir emotions. Ads with Performer personas are structured with a priority on delivering strong in-market breakthrough.

Re-Engager Ads: We are happy to meet up with a Re-Engager in the future, unlike those in our lives that we might feel compelled to avoid. As such, ads with Re-Engager personas are well positioned to leverage repeat/frequency exposure opportunities.

Professor Ads: Professors can open our eyes to new ideas and make us better informed, when they can get our attention. Professors may struggle to draw our attention in a crowded room, but shine their brightest in intimate or captive audience settings. As such, ads with Professor personas can often benefit from more targeted reach but higher frequency.

Converter Ads: Often in indirect ways, Converters make us think differently about brands and sometimes even life. Converter ads can change perception and put forth a new vision for the direction of the advertised brand.

Reinforcer Ads: Reinforcers connect with us by calling upon our often pre-existing desires and/or life relevancies. Oftentimes, Reinforcer ads don’t need creative subtleties to succeed; they are smart enough to identify situations where directly leveraging Pavlovian desire instincts can be enough.