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TV advertisers knew this - called Effective Frequency - the "number of times a person must be exposed to an advertising message before a response is made and be

TV advertisers knew this - called Effective Frequency - the "number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful." Thing is, we try to track every damn thing, when there's still effective audio and visual advertising that, while not necessarily driving a measured online conversion, may still have you reach for a Pepsi over a Coke at a Wawa while getting gas. So where naive advertisers might make such a correlation and believe their organic traffic is spectacular, I would think season advertisers would know an ad campaign's effectiveness isn't always in an immediate and wholly measurable conversion. I could be wrong. https://en.wikipedia.org/wiki/Effective_frequency?wprov=sfsi1 https://en.wikipedia.org/wiki/Effective_frequency?wprov=sfsi...

shostack 10y ago
So I would humbly consider myself a seasoned advertiser. I know there's a major cross-channel and cross-device picture happening. The challenge often comes when needing to report on metrics. Unfortunately, the saying "what gets measured gets managed" cuts both ways. So I can know with all my heart that something is driving latent activity, but if I can't report on it, often times that isn't sufficient because people want to see measurable ROI when it comes to digital media. View-through and assist conversions try to help with this, but then you get into the valuation question of "what is the value of a view-through or assist conversion?" Similarly, "what is the value of a Like?" Ultimately a company needs to build a model to back things out against their targets, and so unless you have solid incremental lift testing data, or other MMM-type data, you're faced with the really hard task of trying to justify this stuff that isn't always showing measurable performance.

shostack 10y ago

So I would humbly consider myself a seasoned advertiser. I know there's a major cross-channel and cross-device picture happening. The challenge often comes when needing to report on metrics. Unfortunately, the saying "what gets measured gets managed" cuts both ways. So I can know with all my heart that something is driving latent activity, but if I can't report on it, often times that isn't sufficient because people want to see measurable ROI when it comes to digital media. View-through and assist conversions try to help with this, but then you get into the valuation question of "what is the value of a view-through or assist conversion?" Similarly, "what is the value of a Like?" Ultimately a company needs to build a model to back things out against their targets, and so unless you have solid incremental lift testing data, or other MMM-type data, you're faced with the really hard task of trying to justify this stuff that isn't always showing measurable performance.