What do we really know about the effectiveness of digital advertising?

Post by Breza » Fri, Nov 15, 2019, 1:32 PM UTC

jagged-chisel wrote: post #77

rifung wrote: post #53

Earlier quoted context omitted.

> At the end of the day, advertisers and viewers can't possibly care what video it's showing on as long as they're getting the right target audience. This isn't true? Advertisers certainly do care. They don't want their ad dollars to be spent paying publishers for content that's controversial because it makes them look bad. It also has the potential to damage their brand. This actually happened and is what led YouTub…

> ... advertisers ... can't possibly care what video it's showing ... I read this as 'advertisers don't care about the particular topic of the ad in general.' They don't care if you're watching a DIY home fixit video, or a coder streaming his working session, as long as you're a target for diapers and they're advertising diapers.

Ah, the old endemic versus non-endemic debate. Increasingly, you're right, but some brands really like the prestige of having their ads appear with content related to their topic.

Post by josephjrobison » Tue, Nov 19, 2019, 8:34 PM UTC

onion2k wrote: post #316

josephjrobison wrote: post #170

A very easy way to break this argument is to not look at huge known companies like eBay and Amazon, but brand new companies 1-2 years old that have grown almost entirely by online ads. Eventually word of mouth kicks in, but there are plenty of smart operators that built their entire brand and revenue off of ads. Works best in online direct to consumer brands.

...there are plenty of smart operators that built their entire brand and revenue off of ads. Can you name one? I find it very hard to believe there are any companies that have scaled up only using online adverts. Why would the founders of a business do that when they can grow in their local market by talking to people as well as buying online ads for wider reach?

MVMT Watches, Boll & Branch, Casper, so many DTCs. Yes at some point word of mouth kicks in!

Re: What do we really know about the effectiveness of digital advertising?

Re: What do we really know about the effectiveness of digital advertising?