Advertising Doesn’t Work in Parts. So Why Do We Optimize It That Way?

At the moment of exposure the brain does not separate message environment and individual It processes them together The effectiveness of any given impression is determined not by any single factor but by how well those factors alignMost advertising still operates as interruption The message is disconnected from the context and neither is particularly aligned with the vieweramp8217s underlying motivations The result is cognitive friction Even when attention is achieved persuasion is diminishedAlignment changes that equationWhen the creative the context and the audience are all activating the same motivations the experience becomes coherent rather than disruptive Processing becomes easier Resistance declines Influence increasesThis is what we mean by resonanceThat concept has been tested in a variety of ways including work conducted with RMT and subsequently examined in collaboration with Wharton Neuroscience and the ARF In those analyses the alignment between ad context and audience at the level of motivation proved to be highly predictive of realworld outcomes including sales liftResonance is not additive It is multiplicativeWhen alignment is achieved across all three dimensions the gains are not incremental They are exponential In one case the combination of motivationally aligned context audiences and creative produced a fivefold increase in the primary KPIThat kind of result does not come from optimization at the margins It comes from changing the systemThe reason the industry has not fully captured this opportunity is structural Measurement systems tend to isolate variables rather than examine their interaction Organizational silos separate the elements that need to be integrated And until recently there was no shared framework capable of connecting creative meaning content environment and audience motivationThat limitation has begun to change RMTamp8217s work in the development of unified motivational taxonomies has made it possible to map creative context and audiences onto a common framework That in turn allows alignment to be quantified and optimizedFor planners and platform designers this shifts the nature of the task The question is no longer which audience to target or which program to buy It becomes which combinations of message context and audience are most likely to drive behaviorIn a marketplace where data is abundant and inventory is increasingly commoditized advantage will come from the ability to answer that question more precisely than othersThe answer is not found in any one variableIt is found in their alignmentBuilding HighPerforming TeamsNEW Balancing our internal ampamp external worlds to improve satisfaction wellbeing ampamp performance When seeking high performance we can often be guilty of getting caught in a cycle of constant 39doing39 or external achievement sometimes to the detriment of our internal wellbeing and clarity Peak performance is not about choosing between action and reflection but about mastering the balance of both By treating internal reflection as a necessary partner to external action we can achieve a state of excellence and 39flow39 that is both sustainable and deeply satisfying Podcast length 55 minutes Watch the VideoPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Advertising Doesn’t Work in Parts. So Why Do We Optimize It That Way?

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Bill Harvey

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Advertising Doesn’t Work in Parts. So Why Do We Optimize It That Way?

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