Mental availability can be measured through Share of Search

If you think of advertising as the art of “making people remember and act on a message”, then you can see that the correlation between Share of Search and mental availability is super cool. Understanding this correlation will support us in explaining why it’s worth the time to make better ads that people don't hate.

Hate advertising? Make better ads.
- Doug Pray, in the film ART & COPY

The advertising industry is having massive problems in the digital age. The reason (according to us) is the lack of good work.

Creativity is being killed by the combination of agencies that are desperate for work and clients who only look at short term results. Perhaps that’s why we see a 42% global penetration of ad blockers (according to Statista).

The problem can actually be fixed easily.

In the beginning, advertising was simply information that was repeated over and over again. Over time, advertisers found that adding more creativity (and emotional-triggers) was a more effective way of creating mental availability in the minds of the publics.

If you look at the ads on the internet now, advertising is back to where it started. Just information being repeated.

By using Share of Search data to drive creativity, advertisers can become more effective at creating mental availability in the mind of their target audiences. That combination of creativity and targeting might even inspire some people to turn off those ad blockers.

Measure Mental availability by observing how people search for Product and brand

The relationship between Share of Search and Mental Availability is the key

The Share of Search Working Group (led by the IPA, of which My Telescope is a member) shows that there is clear evidence in the relationship between Share of Search and Mental Availability.

That means that 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 longer a “black box” that your CFO can use as an excuse to block funding for a great creative campaign.

So, by measuring mental availability with My Telescope, you can measure the effectiveness of your ads in terms of creating brand fame and mental stickiness.