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This is wrong to the point of being backwards (I've worked on building these systems). The most demanding clients from an ROI perspective are _always_ the bigge
by the_watcher 7y ago
This is wrong to the point of being backwards (I've worked on building these systems). The most demanding clients from an ROI perspective are _always_ the biggest clients, since they're the the only players who can support an employee whose full time job is to care about this ROI. Seriously, look at the features of the ad portals - they're obviously built for major advertisers. Features are prioritized based on how much business they will bring in, thus large advertisers drive the product roadmap.
Small businesses care about ROI in the abstract, but are generally so time strapped just running their business that they barely have time to even set up attribution or measure ROI beyond "I spent this much and it kind of seemed like I got more business".
- mtgentry 7y agoNah, it’s true. Pepsi doesn’t care much about click thru rates on their banner ads.
- henryfjordan 7y agoclick through rates != ROI Pepsi cares about making you read the word "Pepsi" over and over until you buy one, but you don't buy them from pepsi.com, you buy them at every restaurant/store you go to.
- the_watcher 7y agoThat's true, because click-through rate is not at all a good measure of ROI.
- nwallin 7y agoPepsi cares about sales rates of Pepsi products in $localRegion when they run an ad campaign in $localRegion. Major multinationals are sophisticated enough to correlate their ad campaigns with product sales. And they have the resources to run numerous ad campaigns simultaneously in multiple regions and iterate on the campaigns that work. Smaller players are less able to do that, and are forced to rely more on metadata like click through rates because they can't see the bigger picture.
- appstorelottery 7y agoYeah - apparently it's called brand awareness - you see the logo, that's enough.