Today, ad agencies all over the country crunch numbers to prove to their clients that the outrageous amounts of money spent for production and media buys of Sunday’s Super Bowl ads were well spent. Too bad their clients already saw on TTAC which ads were shooting stars, and which were duds. Oh, and Mercedes did not run the car wash ad. They had something more devilish in store.
No doubt each agency will find the most fitting metric to prove that their ad was great. Edmunds has a handy and free metric that shows how well an ad resonates. They call it the “lift.” Edmunds watches your clicks as they are driven to the respective cars on the Edmunds website. It’s a seismograph for the impact an ad has. If the clicks signal a lot of lift, the ad works, as far as Edmunds is concerned. If the needle stays flat, that ad is a dud. Here is the play-by-play. (Read More…)