You can’t dismiss AI ads as slop when they’re winning in testing
Tom RoachNew research by System1 and Jellyfish shows AI-produced ads testing significantly better than the average traditionally made ad.
Tom Roach
Winning hearts, minds and models: Brand building in an AI world
Tom RoachTom Roach explores brand building in the LLMs and how to influence this new audience with brand communication.
Creative people will be at the heart of marketing’s AI revolution
Tom RoachTom Roach explores the implications of the GenAI revolution on creativity, and takes an optimistic view that this advertising revolution will be a more creative one than the last.
Brand building must adapt to the age of creative fragmentation
Tom RoachBrands today have to balance competing needs: more digital content to drive engagement, but also more consistency to drive long-term effectiveness.
‘Big Advertising’ needs to think small
Tom RoachAdvertising today is a myriad of smaller things, not just a few big things, and the ad industry needs to more fully embrace this reality or continue to be disintermediated.
‘Share of model’ is the new marketing measure for the AI era
Tom RoachAs GenAI grows, brands’ visibility and associations in the data sets of large language models will be key – if marketers can link them to market share.
Generative AI isn’t marketing’s future, it’s already part of its present
Tom RoachBrands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
Attention’s the problem, creativity’s the answer – as ever
Tom RoachSolving the attention issue in digital advertising is key to improving creative effectiveness. It will take a combination of good old-fashioned creativity and a good new-fashioned understanding of what works on each platform. Simple, but hard.
Ignore the sceptics, brands can be built on digital platforms
Tom RoachDon’t delude yourself about returning to a ‘golden age’ of offline advertising. There’s plenty of evidence you can build successful brands with today’s media.
Is your brand stuck on the performance plateau?
Tom RoachWhat is it, why are you stuck on it, how are you going to get off it?
Beware of ROAS, ROI’s dangerous digital twin
Tom RoachToo great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
Why advertising will never die
Tom RoachAdvertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
Seven principles of effective marketing communication
Tom RoachThese fundamentals of marketing communication will always be true because they’re based on how our brains work, not on how specific technology works.
Why the sales funnel is the cockroach of marketing concepts
Tom RoachIt doesn’t seem right that most of the industry uses a template built on three layers which are each mostly wrong and not strongly supported by marketing science.
Do you have a marketing philosophy?
Tom RoachFrom Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.
Could your brand benefit from the ‘diversity dividend’?
Tom RoachDiversity in advertising means more customers feel seen. When people feel seen they feel good, and making people feel good drives brand growth.