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Some advertising, like Superbowl ads, does establish brand trust - because you know a fly-by-night company couldn't afford a Superbowl ad. But targeted advertis
by cousin_it 7y ago
Some advertising, like Superbowl ads, does establish brand trust - because you know a fly-by-night company couldn't afford a Superbowl ad. But targeted advertising, which is the whole point of adtech, cannot do that - because you never know if it was shown to a million people or just you.
- DevKoala 7y agoAll advertising is targeted; the granularity and fidelity of targeting are what changes. Also, the systems used to calculate conversions from Superbowl ads, TV ads, cross-reference multiple data sources that often contain more private information than whatever data sources are consumed by your regular targeted banner advert.
- southerndrift 7y agoIt works like this but I still don't understand why people trust a company that has the resources to buy a Superbowl ad. If they can afford that ad they must charge their customers more than needed. In other words, the product is more expensive than necessary and the brand isn't offering the best possible value. The brand is signalling that they have convinced many people, or otherwise, they couldn't afford that ad. So I can trust in the choice of those people. But why should I trust the brand itself?
- amelius 7y ago> The brand is signalling that they have convinced many people, or otherwise, they couldn't afford that ad. Or they just convinced a bunch of investors. See e.g. Uber.