Resonance Score: The Future of Measuring Ad Effectiveness

Traditional attention and performance metrics don’t capture the full story of whether an ad is truly working. At Qortex, we believe the answer lies in Resonance: a more predictive, science-backed metric that measures how well an ad connects with its audience.

What Is Resonance Score?

The Resonance Score measures how well your ad is expected to “resonate” with viewers. Unlike attention or impressions, which only tells you if someone may have noticed an ad, the Resonance Score shows whether the ad will land emotionally and connect with the content.

It’s based on four core elements:

• Creative alignment: Does the ad’s emotional tone match the surrounding content?
  
• Audience alignment: Does the message reflect the values and motivators of the target viewer?
  
• Content alignment: Is the ad delivered at the right time, within the right program?
• Channel: alignment:  Is the ad delivered in the right channel or on the right platform for your audience?
  

That’s why we’ve developed the Resonance Score, a new standard that evaluates alignment across creative, consumer, content, and channel. This holistic view allows advertisers to not only predict performance during campaign planning but also monitor and optimize in real time as campaigns unfold.

‍Why Resonance Outperforms Attention

Attention tells you if your ad was noticed. Resonance tells you if it truly connects across creative, consumer, content, and channel. While attention metrics measure focus or engagement, resonance predicts real impact because it accounts for alignment on every front.

• Attentive time doubled when ads aligned with surrounding content, jumping from the low 30% range to over 70%.
  
• Sales lift of +36% was observed when resonance signals were incorporated into campaign planning.
  
• Brand metrics surged in high-resonance groups, with unaided awareness up 62%, aided awareness up 24%, purchase intent up 37%, and brand perception up 32%.
  
• Even single high-resonance exposures in low-frequency households delivered outsized lifts in awareness and intent.

The takeaway? When resonance is high, outcomes follow, from attention to real-time optimization to sales impact.

Proven Benefits for Advertisers

By incorporating Resonance into campaign planning, advertisers gain:

• Smarter media selection: Ads placed in high-resonance content placements consistently outperform even best-in-class targeting strategies.
  
• Stronger brand outcomes: Unaided awareness, purchase intent, and perception all rise significantly when ads resonate.
  
• Cross-format consistency: Whether 15s or 30s, resonance helps shorter creative performers as well as longer formats.
  
• Scalable impact: Even low-frequency households exposed to a single high-resonance ad can show outsized brand lift.
• Actionable insights throughout the campaign: Real-time signals allow teams to refine targeting, adjust creative, and optimize channel mix as performance unfolds.

How Resonance Can Be Used in Practice

Resonance provides value across the campaign lifecycle, but what it means depends on your role:

• Strategists & Planners: Turn briefs into evidence-based hypotheses with top signals, do/don’t contexts, and expected lift ranges. Resonance also surfaces inferred audiences and surprising high-value contexts that go beyond demographics.
  
• Creative Teams: Pre-score ideas against audience motivators and contextual fit, using concept scorecards to refine tone, sentiment, and visuals before production.
  
• Media Buyers: Use live diagnostics and auto-suggestions for budget shifts, creative rotations, or frequency adjustments, delivered as a simple daily “Do This Now” list.
  
• Executives: See ROI clearly with reports that tie outcomes to resonance tiers, proving incrementality and building confidence for future investments. Utilize pre-campaign learnings for sales conversations and media pitches.

The Bottom Line

Attention alone isn’t enough. Advertisers need a metric that predicts real outcomes and reflects how audiences actually engage with content. The Resonance Score, backed by independent studies and validated across millions of impressions, is the next evolution in ad measurement.

Qortex is pioneering Advanced Video Intelligence (AVI) to make Resonance measurable and actionable at scale. By analyzing every moment in video content, its emotions, themes, and audience triggers, Qortex ensures that ads align naturally with the stories and content that viewers are watching. That means advertisers can plan smarter, measure impact, and optimize in real time across every step in the campaign lifecycle.

Ready to see how Resonance can improve your campaigns? Book a demo to see how our platform works with your campaign creative today.

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