These brands ditch the click to predict what you’ll want (and it’s working)
You know, that ad you saw yesterday on Instagram but you didn’t click? It may have just made you buy today on Amazon. And now, AI can prove it.
Between us, who hasn’t cursed those reports that attribute everything to the “last click”? This week, I discovered how some brands are revolutionizing ad measurement. Spoiler: they couldn’t care less about your clicks.
The quiet revolution of Prescient AI
Do you know GOOD AMERICAN, HexClad, Cozy Earth, or Nood? Probably not all of them. Yet these brands have just gained +20% ROAS on average thanks to a revolutionary approach: measuring halo effects.
The idea? Track those ads we see without clicking but that influence our purchases. You see a pan ad on Facebook, you don’t click it, but three days later you search “nonstick pan” on Google. Prescient AI, this Miami-based startup, can now prove this link.
The result? 30x growth in 2023 for Prescient. Their clients stop optimizing for the immediate click and start predicting future intent. Finally logical: how many times do you actually buy by clicking on an ad?
HexClad out-cooks its AI-powered competitors
Speaking of HexClad, that pan brand that’s taking North America by storm. Their CMO, Cameron Bush, had a classic problem: “We were confident in our monthly allocations, but we needed daily insights to adjust our campaigns.”
Result after adopting Prescient AI during their crucial Q4: +85% revenue and +30% ROAS. Not bad for pans, right?
The secret? They stopped looking only at the bottom of the funnel (conversions) to focus on the top (creating customers). As Bush says: “We spend money where we CREATE customers, not just where we CONVERT them.”
This nuance changes everything. And their competitors, who are still optimizing for the click, didn’t see it coming.
✨ The idea to swipe this week
Try measuring the impact of your awareness campaigns 48-72 hours after airing, not at click time. See if your organic searches, direct sales, or traffic rise in the days that follow.
You might discover that your “worst” campaigns (the ones without clicks) are actually your best.
For next week
I’ve spotted a startup that generates thousands of ad variations in real time to adapt to each customer profile. Their early results are dizzying.