It's an anniversary I actually remembered, 25 years in advertising – what wisdom tells us
- AnalyticOwl brings together decades of experience in advertising, both from the buying side and the selling side. And with that experience comes wisdom. Perhaps the most important nugget we can share is that there is no sense in guessing how people will respond. The public is just too unpredictable to do exactly what you ask them to in a commercial.
For instance, despite specific calls to action to “dial this number” or “visit this website” or “enter this code”, we commonly see that the most common way for a listener or viewer to respond is by going to a browser and entering the name of the business or product or service. And not everyone even enters the name in the same way! Some will do Chevy and some will do Chevrolet and some will do Equinox, for example.
So what does wisdom tell us to do about this unpredictability? Rely on data. Let the audience tell you what you need to know, and then optimize toward it. That produces a win/win for all parties involved.