He Scanned 600 Brains to Find Out Which Ads Actually Work | Staffan Engström
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He Scanned 600 Brains to Find Out Which Ads Actually Work | Staffan Engström
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45% of ads made by the best ad makers in the world leave people liking the brand less than before they saw them. Staffan Engström reached that number by scanning 600 brains over two years with Stanford professor Baba Shiv, and in this conversation he connects it to the metric almost every budget still runs on.
You will hear why last click attribution worked in 2016 and is now the weakest number in marketing, why performance channels claim 5 to 20% more credit than they earn until growth quietly stops, why radio keeps winning in iGaming while market leaders overspend defending search, and why a visible price costs you up to 30% of attention.
Staffan spent 25 years in marketing analytics, sold a network of US TV stations to NBC, and now runs Fieldstream AI with Deloitte as delivery partner, measuring budgets from 5 to 500 million a year. Listen before your next budget review, because the channels you are about to fund may be claiming credit they never earned.