I hear what you are saying but the truth is that they will stay, just so they aren’t missing, regardless of ROI. Case in point is Xitter. The numbers clearly state that the level of engagement and sales conversion from Xitter ads is pitiful, especially when compared to Bluesky, yet advertisers still hang in there…just in case.
That’s because at a certain point ads become less about direct sales, and more about brand recognition. This is why Coke has a massive advertising budget. You know what Coke is. You’re either going to buy a Coke or you’re not. But by advertising as heavily as they do, they’re reminding you that they exist.
That’s why their heaviest advertising season is Christmas. Some of the advertisements don’t even show their product. Some do, but some just show Santa flying his sleigh with cheery christmas music. Then their Coke logo gets spelled out in the stars as he passes by.
It’s just so you assosiate their brand with good emotions. But it requires an almost constant barrage of ads, and it’s direct sales are impossible to measure.
How long do you think those advertisers will stay when it turns out they’ve paid $1M in advertising with no change in sales?
I hear what you are saying but the truth is that they will stay, just so they aren’t missing, regardless of ROI. Case in point is Xitter. The numbers clearly state that the level of engagement and sales conversion from Xitter ads is pitiful, especially when compared to Bluesky, yet advertisers still hang in there…just in case.
That’s because at a certain point ads become less about direct sales, and more about brand recognition. This is why Coke has a massive advertising budget. You know what Coke is. You’re either going to buy a Coke or you’re not. But by advertising as heavily as they do, they’re reminding you that they exist.
That’s why their heaviest advertising season is Christmas. Some of the advertisements don’t even show their product. Some do, but some just show Santa flying his sleigh with cheery christmas music. Then their Coke logo gets spelled out in the stars as he passes by.
It’s just so you assosiate their brand with good emotions. But it requires an almost constant barrage of ads, and it’s direct sales are impossible to measure.
The advertising team will just blame it on something else. They have the numbers showing their ads are being watched, everything else is conjecture.
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