Ad Effectiveness Formula

A framework for creating effective advertisements based on emotional impact and comprehension, as explained by George Mack.

Core Concept

• Advertising effectiveness can be calculated using a simple formula:
  • Ad Impact = (Total Emotion) × (Number of People Who Understand)
• Focus on compression - can you explain the idea in 2 seconds to someone scrolling their feed?

Key Elements for Ad Success

• Distribution Native

  • Must be naturally shareable/distributable
  • If you can't compress the idea down, it needs more work
  • Should be able to capture attention in a 2-second scroll

• Emotional Impact

  • Needs to trigger strong emotional response
  • Should make people want to take immediate action
  • Must create enough emotion to stop scrolling

• Universal Understanding

  • Message needs to be instantly comprehensible
  • Should work for people who "don't give a fuck about you"
  • Wider understanding increases potential reach

Practical Application

• Start with the ad first, then work backwards to the business
• Test if you can compress the idea into an "ad pitch" vs just an elevator pitch
• If you can't create a compelling 2-second ad snapshot, the concept needs refinement
• Many founders spend years on ideas without considering distribution/advertising potential
• The ability to compress and distribute should be considered from the start

Warning Signs

• If you can't compress the idea down for quick understanding
• If the emotional impact isn't immediate
• If distribution isn't native to the concept
• If you spent years on an idea without considering how to advertise it