Most Ads Are a Total Waste of Money. A CMO Explains Why. | The Science of Advertising Ep 4

Now, we've got Pete Pinter.

Pete from Neuro Insights, 20-plus years in advertising.

Deep study, we're using EEG to understand where memory forms throughout assets.

I think you've analysed over 2,000 ads plus.

Pete, your perspective on the

actual asset.

Yeah, JR.

Look, I think the first time I saw that ad and when you shared it with us was like, wow, that ad has to do a lot of heavy lifting.

Matt is nodding and agreeing.

But just looking at it because of the category, I guess because I didn't really know much about the category or how do I get in, should I get in, that type of thing, as well as when I mean heavy lifting, it's got a brand.

Yeah.

and you've got to own the narrative.

What I always find fascinating is the story behind the story, which is what you're unlocking with Matt right now.

And that's my immediate impression.

So the intrigue becomes, what are you doing? Why are you doing it? How big's the market? And to really, I guess, empathise and understand the fact that you're on the threshold of what is potentially a huge category.

So we're not talking about hamburgers or cars or bank loans necessarily.

We're talking about educating, which is why I say heavy lifting.

You're educating.

You're forming a narrative.

And crucially, you want Heartland Bank to come along for the ride and never suffer from that classic case of brand leakage to a competitor who is also offering a product.

So it's an education piece.

It's a brand piece.

It's forming a narrative which you would hope to own and be yours intrinsically.

And when you think about that, there's not many categories on the planet that advertise but have that opportunity to cross that threshold to own the narrative.

And as a category leader, it's almost incumbent upon you to do that.