Ace Metrix CEO Peter Daboll presented at CJ University by Conversant on Wednesday. Known as CJU, the preeminent annual networking event for affiliate marketers took place this week at The Fess Parker in Santa Barbara.
In his session titled AD-itude: Using Data to Inspire Extraordinary AD Creative, based on his recently released book, Peter addressed a crowd of approximately 110 highly engaged marketers. While our main focus here at Ace Metrix is on video creative, the notion that creative excellence is imperative to making consumer connections is something all marketers can relate to. In making it this message on creative accessible to his affiliate marketing audience, Peter said, “a well-delivered bad ad, is a wasted opportunity.” He went on to say that “balancing attention and likability in your creative is key to driving performance.” Peter also touched on a key theme in his book, the idea that ad length is important, and that it’s much more difficult to tell a story in 15 seconds or less. Saying that on average, people consume one second of a display ad, it is important for marketers to pay attention to size, relevance, position, and viewability.
It was great to be part of this dynamic conference, that included other pertinent sessions such as Big <Actionable>Data, The Channel-less Consumer, and Brands that Resonate. Suffice it to say, the theme of this year’s CJU, Ignite Connections, is one that resonates with us and we enjoyed being a part of it!