Online IMPs are worth less, because online, a consumers time is worth more. YouTube publishers gets paid 10x less than TV publishers.
More choice, less attention. As the media landscape has fragmented, our ability to focus waxes and wanes….but mostly wanes.
When there was attention abundance, there was information scarcity. Conversely, with attention scarcity, has come information overload. In the 1930-40’s, family’s would sit around a Radio captivated for hours, hanging on every word of The Shadow or The Lone Ranger.. Measurement was total guesswork. Now the internet records our ADD.
As advertising becomes more complex, we are asking more basic questions. What’s an impression? Will my ad be seen? What content will it air against?
As a consumer heads towards a purchase, their reliance on advertising retreats. Although still effective at the bottom of the funnel, advertising’s overall influence diminishes as it progresses.
As the consumption of ‘Live’ events increases, Selective Perception decreases. This harks back to the Golden Age of Radio, where the entertainment value of a program is in direct proportion to its ability to be consumed Live. We are less likely to filter out advertisements associated with an event that has our undivided attention.
The more personalized an ad is, the less Signaling value it holds. Signaling Theory posits that marketing messages aimed at populations inspires respect and admiration. There are many reasons why, but mainly it’s because the firm sends a ‘signal’ that it is confident sales of its product will offset the expensive act of advertising on mass media.
Resources diverted to short term sales will be at the expense of long term profit growth. DR-like digital tools that are used to achieve sales activation do not work for brand building.
Less logic, more magic. When it comes to a great ad, nothing,,, NOTHING can replace creativity.
The more marketing cliche’s that are used, the less the person using them knows what they are talking about.
Social media, is anti-social. Check this Tedx out.
