Clear evidence that there is a relationship between Share of Search and Mental Availability

Hate advertising? Make better ads. (Doug Pray, ART & Copy). If you think about Advertising as the art of making people remember and act on a message. Share of Search and the correlation with Mental availability is super cool. It will support us in explaining why it’s worth spending the time in making better ads that people don't hate.

“Advertising, in fact, may actually be an innately human act itself. But like all creative endeavors (books, paintings, movies, architecture) most of it is mediocre. Ultimately, I hope “ART & COPY” inspires artists and writers to strive to make more meaningful, more entertaining, or more socially uplifting ads. With so much advertising surrounding us these days, it would be great to get that 2% figure a bit higher”. - Doug Pray, ART & Copy

The advertising industry is having massive problems in the digital age. The reason according to us is the lack of good work. The agencies desperate to get work and the clients only looking at short term results, is killing creativity. This for example has led to a 42% global penetration of ad blockers according to Statista.

The problem can actually easily be fixed. In the beginning adverting was information that was repeated over and over again. The evolution of finding new more effective ways of creating mental availability led to adding emotions and creativity in how to serve the message. If you look at the ads on the internet now, we have the same problem, information being repeated.

Mental availability can be measured

The Share of Search working group by the IPA that My Telescope was part of shows that there is clear evidence in the relationship between Share of Search and Mental Availability.

Basically now there is clear proof that advertising leads to Branded searches (Share of Search) this leads to mental availability and that leads to future sales. Now there is no black box any more that your CFO can use ans an excuse of not wanting to fund a great campaign.

This means that by measuring Mental availability through My Telescope you can make sure to measure that the ads you are creating are effective in creating brand fame and mental stickiness .