What Would Bill Say?

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New Intuition + Science Method Increases ROAS +95%.

October 27, 2021
Have you ever wished that there was a key that would connect your intuition to all the data? Now there is such a key. And impartial third-party researcher Neustar has proven that it works. Read Post

Tune-In Is More Important Now Than It Ever Was Before

April 10, 2023
The networks used to be able to achieve 75% pre-launch awareness of the average new series using only a fifth of their own air time for tune-in promos. Today the average awareness of a new TV series is less than 30% according to Screen Engine. Read the story.

Quantifying the ROI Impact of DriverTag Context Resonance

Final Full Report of First ARF “How Advertising Works” Context ROI Case Study.- Bill Harvey, RMT and Howard Shimmel, Turner.

As part of the ARF HAW program, RMT was invited to contribute ROI findings on how DriverTags could be used to match ads with programs for maximum priming effect. Read the full report.

Brands Need to Think Ahead on Messaging

April 4, 2023
Having worked with over 70 of the top 100 advertisers, in most cases within my own experience, the creative that will be on the air 13 weeks from any given point in time exists only as the vaguest of ideas. Today’s ads tend to be part of a somewhat longer-range vision of the brand’s USP and image. Having worked with over 70 of the top 100 advertisers, in most cases within my own experience, the creative that will be on the air 13 weeks from any given point in time exists only as the vaguest of ideas. Today’s ads tend to be part of a somewhat longer-range vision of the brand’s USP and image. There are no standards for USP and image, nor should there be, but as a result USP and image are not necessarily rigorously defined. Read the full post.

The One Indispensable Training Source for AIs

The next great leap forward for Large Language Models is sensitivity to human feelings.

Bill Harvey, one of the most famed developers of technology products for the marketing, advertising and media industries (ADI/DMA, set top box data, addressable commercials, big data ROI measurement, ROI optimization, and more… Read the full story.

Crossmedia ROI Optimization Must Include Creative

Conversion is an ROI metric and is already being programmatically optimized by best of breed digital players. ARF Ground Truth Squared is aiming at the creation of norms by which media planning can optimize ROI. Because of the number of variables involved in optimizing ROI, a fast, inexpensive new form of AB testing has been developed… Read the full story.