“So then, because you are lukewarm and neither cold nor hot, I will vomit you out of My mouth.” So says the Book of Revelation and so says The Influencer about this ad from MileIQ. Read below to learn the reasons why and how you can avoid this same fate of mediocrity in this week’s breakdown, according to Audiolytics™.
Audiolytics™ Score: 79.70%
*Audiolytics™ is Oxford Road’s proprietary method of measuring ad copy across 71 data points – the most comprehensive scoring system in the market – for maximum conversion so that every media dollar achieves optimal impact.
**Due to restricted distribution of trade secrets, we cannot share all 71 sub-components but will reference select optimization levers based on the 9 Key Components of Audiolytics™: Setup, Value Proposition, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path, and Execution.
Substantiation – The ad gains immediate credibility because its subject is an actual user – Shana Stokes, a Denver-based real estate agent. She explains how she uses MileIQ to track her miles on the job and sends the year-end report to her accountant which helps her finances, along with the humanizing factor of putting her family as her top priority.
Demonstration – The ad does a great job of showing MileIQ in action. Shana clicks on the app when she starts driving and swipes her smartphone left for business and right for personal. A beautiful and organic demo.
Value Prop – What is MileIQ? According to Google, “MileIQ: Mileage Tracking App | Automatic, Easy, Smart Mileage Log”. Too bad they forgot to tell this to the viewing audience toward the top of the spot. This should be the second section, right after the setup, and give a brief description of the product and its key value prop. The viewer is left to learn what is by inference through the Demonstration and Positioning sections that follow.
Positioning – Shana emphasizes that she doesn’t spend time logging miles, which calls out the limits of the status quo. Comparing MileIQ to direct competitors – other apps which track miles – would strengthen this component. There’s also a sequence problem. Positioning shouldn’t come after the Demonstration section but before.
Offer – This ad does have a strong offer: 40 free rides after downloading the app. However, you can get the same offer just going online. Creating an offer that is unique to the ad increases its value and increases the likelihood the viewer will take action.
Path – It is so easy to underestimate how many ads are viewed in restaurants, bars, hotel lobbies, etc. What about all the folks at home who still mute their ads? As such, they miss a major opportunity to sell the product by waiting until the end for graphics and avoiding the see-say effect by running text on-screen. The app stickers on the final screen signal that MileIQ can be downloaded on either Apple or Android devices. Conversely, the path could be solidified by having a voice-over direct listeners where to go.
This ad by MileIQ is neither excellent, nor terrible, and but simply passable, which is the enemy of great performance. A mediocre ad runs the risk of never being killed. It could even be redeemed with some simple editing, but is unlikely to be a big enough problem to address. If it were a full dud, it could be rooted out and discarded for something more powerful, but it is likely to limp along for some time, not offending, but leaving more persuasion on the table than any paying client would wish if they knew better. Such is the word of Audiolytics™.