There’s a scary Giant hiding in your closet. It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business profits. Short-term, long-term. The scary Giant changes your OMG! to omg? There’s an incredible return from investing time and love in identifying your Giant costs. Ex: Identifying non-working media costs, by calculating them for the core and sub-components. There is only one other thing more important in Advertising (incrementality). [Note:Newsletter Premium Subscribers: If you can’t locate TMAI #437: Compute Non-Working Media Costs and TMAI #411: Proving Marketing’s Incrementality, just hit reply.] This got me thinking about…
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Would you believe it: Almost no one watches your video ads! Take your company employee hat off: Do you watch any other company’s video ads, if you have the choice to skip or swipe? Do you watch your company’s ads, if you have the choice to skip or swipe? The answer for you, me, our employee peers is likely no. Reason: Just as for our users… The ad’s in the way. When producing advertising, here’s the reality CMOs ignore: You are not competing against other ads. You are competing against the entire internet. All of it. If a human is…