THE PROBLEM

For business, the goal has always been to convince consumers to believe YOUR message instead of your competitor's, and for a long time the only "strategy" was massive amounts of expensive, repetitive, random exposures. Yes, there were a few creative geniuses - but by and large the standard was "exposures by the ton," and for a while, consumers appeared to believe the companies with the most ads. Whether it ever really worked that way is irrelevant, because it doesn't work that way now.

Today, consumers are bombarded by 5,000 ads and commercials every day and they are armed with the most sophisticated ad-blocking technologies in history. Adding another ad to that pile is, well, adding another ad to a pile of 5,000 ads. With those odds, companies go broke trying to use ads to influence consumers.

Despite these odds, companies continue to spend too much on “low-value” ads that generate the same “low-value” responses they have for decades.

Now, companies can choose to spend a fraction of that amount on “high-value” consumer information that generates “high-value” influence and responses.