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What I don't understand is this -- when an article is split into 5 pages, sure there are 5x more ads loaded. But wouldn't they be worth 5x less money per impre
by edmundsauto 7y ago
What I don't understand is this -- when an article is split into 5 pages, sure there are 5x more ads loaded. But wouldn't they be worth 5x less money per impression, due to overloading the user? Maybe it's a nonlinear scaling -- 5x the ads is 4x the value. Or is it because these are "branding"* ads, and so nobody really measures the ROI on them?
* vs direct response
- pc86 7y agoHow would "overloading the user" be quantified when buying the ads, though? Sure maybe you could calculate ROI from the ads like you mentioned, or track some other engagement metric, but by then you've already paid for the ads.
- edmundsauto 7y agoIt's a recurring purchase, not a one-time thing. So each month/quarter/year, there's a decision whether to continue investing in each channel. (These decisions are often not made well, but that's another issue.)