To evaluate the 20 ads, we leveraged GfK’s Ad Fit Optimizer (AFO) methodology, a proven and uniquely effective approach that has been adopted by dozens of major brands.
With AFO, we
measure unforced exposures to ads in their natural environments (pre-roll)
capture engagement through behavioral metrics
define an ad's ability to Hook and then Hold viewer attention
AFO's consistent analytic framework focuses on "F-I-T":
Fascinates - Grabs and keeps attention
Imprints - Leaves a lasting impression
Triggers - Motivates direct or indirect responses
"Reverse Selfie"
"Possible Is Just the Beginning"
"Delivering the Earth"
