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The fact that, even after applying all this technology and know-how, the ROI on ad spend is a black box with no meaningful metrics, and the spending vectors are
by nihonde 10y ago
The fact that, even after applying all this technology and know-how, the ROI on ad spend is a black box with no meaningful metrics, and the spending vectors are based on sentiment tells me that advertising is not a safe long term foundation for revenue. At some point, someone is going to have to prove that the money is well spent.
- icebraining 10y ago"I think if we could manage to analyze that expenditure of money we would find that a vast percentage of it, probably one-half, is entirely wasted." - Robert Ogden, 1898. Yet it's still going, more than a century later.
- ethbro 10y agoOr in other words, "Nobody was ever fired for suggesting they buy from IBM." In the absence of alternatives, marketing money goes to advertising.
- nihonde 10y agoI don't disagree with your comment, but wouldn't you agree that the last thirty years have introduced an unprecedented technology environment for tracking ROI on advertising? It seems clear that a lack of incentives, not abilities, is what keeps this racket afloat. For that reason, I'm not so certain that it will be allowed to continue forever. Once advertisers get a taste of real ROI metrics, they'll drop the hand-waving platforms overnight. Biggest market opportunity of our age?
- petra 10y agoAs someone from outside the ad industry, what are you referring to ? Just tv brand advertising ,or something else ?