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But how do you know if they were exposed to the advertising? You don't. Even if you did, how do you know they actually saw it/were paying attention? You don't.
by maroonblazer 10y ago
But how do you know if they were exposed to the advertising? You don't. Even if you did, how do you know they actually saw it/were paying attention? You don't. And even if you knew that, how do you know that it was because of that particular ad that they ventured to your location?
- tomlock 10y agoThat's also true of 99.99% of digital ads. Plenty of businesses are using attribution models that aren't that deterministic.
- wastedhours 10y agoThis is my current hesitancy with "view through conversions" and the industry's rather, optimistic, definition of an impression (especially when running remarketing with VTC... essentially paying to target people who have quite likely found us via organic means and aren't being influenced by our ads). Currently trying lots of experiments with direct, tracked clicks from specific ads through to the CRM. Seeing only a handful of ads get any kind of direct click > conversion response with a reasonable attribution window. So a larger scale programmatic campaign is either a much earlier part of the pipeline than a lot of the adtech companies would have you believe, or is fairly pointless.
- maroonblazer 10y agoDepends on the objective of the media buy. In digital our goal is awareness and perception, not conversion, and we can measure lift in those metrics.
- rhizome 10y agoThis was literally the nature of advertising for the first 99% of its life.