For years, TV advertisers have gauged their ad impact with tools like focus groups and surveys that measure what consumers say about the ads they see.
The problem? Most of these survey tools only measure whether consumers recall the brands they’re seeing, as opposed to whether they’re actually planning to make a purchase. And even then, people don’t always do what they say they’re going to do. In fact, we all deviate from our stated intentions quite often.
In a recent talk at WPP’s Stream USA 2024 event, EDO CEO Kevin Krim explained why creating and optimizing TV advertising based on survey results leads to bad creative messaging and even worse marketing outcomes.
To optimize their TV ad impact, marketers need metrics that measure real consumer behaviors. In other words: Watch what people do, not what they say.
Is your interest piqued? Watch Kevin’s recorded rehearsal presentation below.