51–60 of 263 posts
The ad was terrible. It explained how Candy Japan works. I don't care how Candy Japan works. I want the why should I buy Candy Japan. It should have focused instead on the candies that you can get. Delicious, weird, unique candies only available through this service.
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Precisely - "marketers" these days don't grasp the concept of brand building. Just because you can measure directly results it doesn't mean the goal is to get a direct conversion - specially from a platform like youtube where people are actively consuming content - not buying stuff. The idea of compound investment into brand building doesn't seem to exist. I don't know if these guys thought that decades of TV adverti…
Brand building investment exists today, but like all other channels unless you can prove the return you're just gambling. It's certainly not the best place to start if performance marketing is a viable channel.
But small companies don't even know how to measure such returns, or can't afford to measure their return beyond sales and analytics data. That's why it will always be a gamble for them, specially like you said, it's not the best place to start.
The ad was terrible. It explained how Candy Japan works. I don't care how Candy Japan works. I want the why should I buy Candy Japan. It should have focused instead on the candies that you can get. Delicious, weird, unique candies only available through this service.
I've gotta agree with this, I feel like I should have a subscription like this and couldn't talk myself into it even when I was trying. What's so cool about Japanese candy? There are a ton of other services out there like this one, why should I get this one? These are the questions I had that talked me out of it. I say this hoping it helps, I felt really inclined to want to subscribe from past interest and I don't kn…
A lot of the sweets are made with cane sugar, which tastes distinctly different from the typical american fare. Beyond that they also have some taste combinations that you usually don't encounter in the us. Savoury snacks with sea weed tastes are pretty nice.
The ad was terrible. It explained how Candy Japan works. I don't care how Candy Japan works. I want the why should I buy Candy Japan. It should have focused instead on the candies that you can get. Delicious, weird, unique candies only available through this service.
I thought it was fine
Even the most newbie member of STMforum would have been able to make an ad that was 100 X better than this.
I ordered a voiceover with a professional actress reading out the lines properly. Where does a person order voiceovers?
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There actually are ways like market mix models and multi touch attribution models to account for impact of those "late conversions" across multiple channels but requires fairly sophisticated data integration and modeling and is generally worth it only if you are optimizing millions of dollars in ad spend. The tools Google/Facebook currently provide are not really sophisticated enough for such work. Source: I work on…
Could you possibly point to by resources on these models?
https://web.archive.org/web/20120813035903/http://faculty.fu...
High quality multi touch attribution models are still fairly new and I've not seen much public literature on the designs. We've had to spend a fair amount of time in development ourselves vs. relying on existing methods.
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Precisely - "marketers" these days don't grasp the concept of brand building. Just because you can measure directly results it doesn't mean the goal is to get a direct conversion - specially from a platform like youtube where people are actively consuming content - not buying stuff. The idea of compound investment into brand building doesn't seem to exist. I don't know if these guys thought that decades of TV adverti…
I'd venture to say it's not the marketers acting on their own in many cases. Shit runs down hill. VCs want fast returns, CEOs want their investors to be happy about their CAC, marketers want to prove their value in this system. And EVERYBODY is obsessed with analytics, often as a poorly constructed crutch. You try pitching brand building in that environment.
What kind of brand you want, and set it right away from the beginning because it will define your media channel/production investment.
I think that brands who had strong branding advertising are still well positioned in people's minds, and it's indeed an investment that should be made with a massive ROI.
Now, it's a long term game. Doesn't suit the status quo like you well said.
People inexperienced in online adversities often think that they can pay for conversions. That is not the case. You’re paying to get your message out. Very very few people will immediately act because of an ad. But if you hit them enough, they may later convert. Tracking those late conversions is imprecise. This does not mean advertising is useless. But it is not generally a game for those with a tiny budget or a sho…
Precisely - "marketers" these days don't grasp the concept of brand building. Just because you can measure directly results it doesn't mean the goal is to get a direct conversion - specially from a platform like youtube where people are actively consuming content - not buying stuff. The idea of compound investment into brand building doesn't seem to exist. I don't know if these guys thought that decades of TV adverti…
I'm not sure that's true. Some people are just working on a different scale.
Brand-building is fine if you're Coke or BMW or McDonald's. You have millions to spend, you can saturate channels, and then people might actually think of you in preference to your competition when they're in the market for a drink or a car or a burger.
On the other hand, if you're a bootstrapped startup and worrying about affording this week's ramen, ttul's "tiny budget and short time horizon" is probably all you've got. To a first approximation, the only thing that matters for online ads in this environment is how many people you can get to take some immediate useful action, even if it's just volunteering an email address that you can use to follow up, or sharing your site with someone else they know who might be interested.
Of course, in the longer term, brand awareness is valuable as well. But branding isn't worth squat if your business won't be around long enough for someone to remember it later.
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Assuming Google Analytics tying it all together.
And perhaps spying through Google searches and chrome? I guess Google never spies on you except by proxy via analytics - but then, if they correlate views on YouTube with analytic hits, that's not really true. Anyway, the above, as well as: > If that still doesn't make your campaign profitable, there are broader exclusions and bid adjustments you can make based on age, gender, device, location, parental status and ho…
They're already the number one single company in lobbying, beating out AT&T and Boeing:
https://www.opensecrets.org/lobby/top.php?indexType=s&showYe...
I imagine DoD would love smarter autonomous drones and tanks. They bought Boston Dynamics awhile back, makers of seriously creepy things:
https://en.wikipedia.org/wiki/Boston_Dynamics
They'll do just fine when the ad bubble bursts.