Oh look. The latest ads from Apple — the ones created by Apple itself — haven’t scored as well as those created previously by its longtime agency.
I know it’s true, because I read it on the Internet.
These news stories are all based on a single report from Ace Metrix, which bills itself as “the new standard in television and video analytics.”
Please, say it ain’t so.
First, be aware that what appears to be a news story is actually a marketing pitch. It’s the same technique used by assorted computer security companies to drum up new business, which we’ve seen many times before.
They release a report with a sensational headline (New Virus Blows Up Mac Security Myth!), watch the news organizations eat it up, then happily field inquiries from clients impressed with their skills.
Ace Metrix sells marketing analytics software and competitive comparisons. Their findings generate stories, which at the same time generate PR for Ace. An excellent way to build “the new standard” in analytics.
But what exactly is the “Ace Score” of which they speak? If you have the stomach, read on. Continue reading →