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It won't de-pivot, advertising techniques are a ratchet and they all become yet more products or options that agencies & sites provide. We'd still be getting po
by rhizome 7y ago
It won't de-pivot, advertising techniques are a ratchet and they all become yet more products or options that agencies & sites provide. We'd still be getting popunder Netflix ads from Zedo if browser makers hadn't shut that functionality down.
- acdha 7y agoIf advertisers aren’t seeing returns, they’ll eventually shift spending since video ads are expensive to produce and place. I wouldn’t bet against them finding something even more annoying, however.
- rhizome 7y agoOf course they're going to come up with new and exciting forms of interruption, but "shift spending" is extremely malleable, and agencies will still provide the feature for a price. Also, it's my understanding that there are no "returns" per se on brand advertising (vs. product advertising), regardless of medium.
- acdha 7y agoNo “returns” in directly measurable sales but all but the most unconcerned companies are going to look at interactions and ask whether they’re getting enough versus the cost, especially since the Facebook measurement scandal got a lot of attention.
- rhizome 7y agoThe word "enough" is doing a lot of work there.