Audit My Ad →
RESEARCH & EVIDENCE

RESEARCH THAT
CHANGES THE AD.

Published evidence becomes a mechanism, a creative decision, a controlled test and then a brand-specific learning.

Explore Evidence ↓
EVIDENCE → CREATIVE DECISION
FINDINGBrand attribution can fail even when an ad is noticed.
→
MECHANISMAttention is captured, but memory is not bound to the brand.
INTERVENTIONIntegrate distinctive brand cues into the high-attention beat.
→
TESTCompare attribution, recall and action—not completion alone.
EVIDENCE → ACTION

Research only matters when it changes the creative decision.

FINDING→MECHANISM→CREATIVE INTERVENTION→CONTROLLED TEST→OUTCOME
Attention & retentionUse attention as a selective resource, not a view count. Test opening relevance, hold, resets and decay by format.
Distinctive assets & attributionAttention that cannot be attributed to the brand can create category or entertainment value without brand value.
Memory & retrievalEngineer repeated, consistent brand/category associations and test whether they survive after exposure.
Emotion & narrativeEmotion is useful when it serves relevance, memory and brand meaning; test response rather than assuming an emotional device works.
Advertising effectivenessObserved conversions are not automatically causal. Use incrementality, experiments and triangulated measurement where feasible.
Creative fatigueRefresh decisions should respond to attention/performance decay by audience and placement, not only a fixed production cadence.
TURINGADS EVIDENCE ENGINE

Every recommendation should expose its logic.

Observation

What exactly is happening in the creative or outcome data?

Mechanism

Which attention, memory, attribution, persuasion or behavioural mechanism could explain it?

Experiment

What controlled variant would falsify or support the hypothesis, and which metric should move?

MEASUREMENT GOVERNANCE

Attention is a signal—not a magic effectiveness score.

Separate delivery, attention, creative response, memory, behavior and economics. State method, source, uncertainty and validation.

Data signals

Viewability, audibility, interaction and behavioral signals.

Visual / audio

Observation of whether stimuli are seen or heard.

Physiological

Specialist methods when the research question justifies them.

Panel / survey

Recall, attribution, comprehension and reported response.

APPLY THE EVIDENCE

Apply this research to my brand.

Give us a live creative question. We will connect the evidence to a testable intervention rather than hand you a research deck.

Problem-firstNo generic packageEvidence-led
01 / WHAT IS THE ATTENTION PROBLEM?

Prototype form: this validates and structures the enquiry in-browser. Connect the production build to your CRM/form endpoint before launch.

ENQUIRY STRUCTURED

Good. The problem is framed.

Your details are ready for the production CRM/form endpoint. This prototype does not transmit personal data.

NEW RESEARCH APPLICATION

Attention in the zero-click era.

How demand creation, memory, AI retrieval and owned distribution change the job of advertising when discovery is increasingly mediated by answer engines.

Open AI Discovery model →
Start with your ad →