Optimizing ads: Is less always more?

Dede Fitch

It's the relentless imperative of our age: Do everything better, but also faster and at lower cost. Marketers confront this challenge as their own discipline becomes ever more difficult. Not only are their financial resources limited, but the consumer attention they seek is scattered and fragmented across a myriad of media. Therefore, advertising practitioners are understandably eager to explore any option that might help them reach consumers with maximum effectiveness and minimal expense.

Since faster, cheaper, and better is the goal, it's not surprising that last summer's release from Nielsen describing their neuro-compression technology generated a flurry of articles in the North American research press. According to the release, "This proprietary technology enables the most effective scenes within a TV spot to be identified and edited into a shorter and often more neurologically impactful version."