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No one thinks that showing the same ad to the same person 100 times is effective. It does, however, make more money for the ad seller for ad customers to waste

No one thinks that showing the same ad to the same person 100 times is effective. It does, however, make more money for the ad seller for ad customers to waste spending. Much of ad targeting is not automatic, but manually configured by advertisers in one way or another. Many of these users manually configure their ads poorly. If I tell the system "show this ad to everyone in this geography with no restriction on frequency" the only 'smart' targeting is the stuff that restricts it to users that appear to be in that geography. Everything else is the 'dumb' method specified by the user. I think also the purely automated methods are not necessarily incented to provide better targeting for the ad buyer. Their incentive is to spend all the budget and to try to get the user to refill the budget. For large sectors of this spending, there isn't that much sensitivity to waste so long as the people responsible for wasting the money don't lose their jobs. You wouldn't believe it just as an ordinary smart person but people do waste billions of dollars a year on this stuff. The 'smarts' of the system is dedicated to parting fools from their money repeatedly while giving them enough justification with 'greedy' attribution metrics to keep filling up the budget.

pixl97 5y ago
>No one thinks that showing the same ad to the same person 100 times is effective. No one told that to Coca-Cola
nobody9999 5y ago
>No one thinks that showing the same ad to the same person 100 times is effective. That depends on what you consider "effective" advertising. Keeping a brand in your (and others') face is a key goal of advertising. In fact, two (of many) of those goals for advertisers are "top-of-mind awareness"[0]: In marketing, "top-of-mind awareness" refers to a brand or specific product being first in customers' minds when thinking of a particular industry or category. and "unaided awareness"[1]: Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the consumer to correctly generate a brand from memory when prompted by a product category. [0] https://en.wikipedia.org/wiki/Top-of-mind_awareness https://en.wikipedia.org/wiki/Top-of-mind_awareness [1] https://en.wikipedia.org/wiki/Brand_awareness https://en.wikipedia.org/wiki/Brand_awareness
- mountainb 5y ago
  That's not how it works. You are supposed to cycle creative to prevent people from going 'ad blind.' People tune out creative they have seen too many times. Any book on advertising, any of the best practices documentation provided by Google, FB, or other ad sellers, all of them will support the practice of cycling creative, even if the variations are minor. Think of Budweiser cycling the 'Wazzap' joke in the 90s/2000s through variations on the commercial.
  - nobody9999 5y ago
    Yours is a good point. It's orthogonal to mine, however. I noted the importance of brand awareness, not specific ad awareness. There's miles of difference between those and nothing I said isn't consistent with "cycling creative."

pixl97 5y ago

>No one thinks that showing the same ad to the same person 100 times is effective. No one told that to Coca-Cola

nobody9999 5y ago

>No one thinks that showing the same ad to the same person 100 times is effective. That depends on what you consider "effective" advertising. Keeping a brand in your (and others') face is a key goal of advertising. In fact, two (of many) of those goals for advertisers are "top-of-mind awareness"[0]: In marketing, "top-of-mind awareness" refers to a brand or specific product being first in customers' minds when thinking of a particular industry or category. and "unaided awareness"[1]: Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the consumer to correctly generate a brand from memory when prompted by a product category. [0] https://en.wikipedia.org/wiki/Top-of-mind_awareness https://en.wikipedia.org/wiki/Top-of-mind_awareness [1] https://en.wikipedia.org/wiki/Brand_awareness https://en.wikipedia.org/wiki/Brand_awareness

mountainb 5y ago
That's not how it works. You are supposed to cycle creative to prevent people from going 'ad blind.' People tune out creative they have seen too many times. Any book on advertising, any of the best practices documentation provided by Google, FB, or other ad sellers, all of them will support the practice of cycling creative, even if the variations are minor. Think of Budweiser cycling the 'Wazzap' joke in the 90s/2000s through variations on the commercial.
- nobody9999 5y ago
  Yours is a good point. It's orthogonal to mine, however. I noted the importance of brand awareness, not specific ad awareness. There's miles of difference between those and nothing I said isn't consistent with "cycling creative."