I still remember brands and jingles from my childhood on radio and TV, but today, I can’t think of anything digital advertising that stands out as other than clumsy and dumb or useless retargeting. I’ve been a Gmail user for 12-13 years, and the best they can do is some phoney “Win an Aldi Gift Card (very enticing) for taking surveys” and “Milfs are looking for you”, seemingly triggered by some spam I receive.
I’m also getting bombarded with air conditioner ads from Amazon because I bought an air conditioner, from Amazon, a few weeks ago. For all of this big data and machine learning investments, they are trying to sell a man sitting in a 60 degree room another AC — which given the price and free shipping they probably lost money on.
With the AC.. that is due to a lack of data. They can't always match all of your devices to you, maybe you cleared your cookies etc. They missed that you bought it, and so as they see it you're still a very valuable prospect. IF there was more/better data that annoyance would be solved.
That's very different from my experience as a consumer. Nearly all of the ads I see are digital - I mean I look at the stuff in my physical mailbox long enough to sort (I'd happily pay the post office $100/yr to just block the 'bulk rate' and 'resident' email. Maybe more.) but I don't open up and look in them, even though they are local and usually contain discounts, just 'cause they are rarely what I'm looking for. (where I am, it's mostly fast food and off-brand tools, as far as I can tell. I mean, I do spend a fair amount on tools, but I usually either want a fancy tool, or just the exact right tool. I'm not really willing to wait for the pozi-drive #3 screwdriver I need to go on sale.)
What sorts of things to you seek out in the circular? and why do you check your physical mailbox rather than using a search engine?
I'm asking out of interest; I used to run a business and I used to buy advertising. Once, I even bought space on the conveyor belt dividers at the grocery store, that realtors use. (I looked for pictures, and all the pictures I have of it are terrible. ) To sell Virtual Private Servers. It was good for a laugh, and there was a little bit of attention, I mean, it was a grocery store in silicon valley. There is something really gratifying to the ego, from the perspective of a small business owner, about buying local physical advertising. But I'm not really convinced of it's effectiveness.
It didn't really occur to me to use mail... just 'cause I personally hate physical spam so much.
>I’m also getting bombarded with air conditioner ads from Amazon because I bought an air conditioner, from Amazon, a few weeks ago. For all of this big data and machine learning investments, they are trying to sell a man sitting in a 60 degree room another AC — which given the price and free shipping they probably lost money on.
I get this a lot, too. I mean, amazon knows I just bought that thing, right? I bought it from them. why do they keep serving me the ad? I'm wondering if a lot of it might be third parties trying to arbitrage google ads vs amazon affiliate rates, and those people might be able to see I'm looking for a thing, but not that I bought the thing.
So for instance for your AC unit, perhaps you see a Samsung and GE. Your decision between which to buy is the purpose of marketing and advertising. For instance this is also why companies don't really like running discounts. Discounts can produce immediate increases in sales, but they simultaneously can also subconsciously diminish the perceived quality of a product in the consumer mind. Places where discounts, across all brands, are ubiquitous and independent of the manufacturer are presumably a game changer here since it's not the product being discounted per se but the site itself running a discount.
Apple's 1984 ad is still probably one of the most famous ads. Check it out [1]. It doesn't really make you think, "Yes I must go immediately buy a Macintosh." Literally no details are given about the product at all, and 90% of the commercial is a cinematic that has nothing to do with the product. Nonetheless it instills a image, and one of perceived higher quality, in your head of the company and the product. So the goal of advertising is not necessarily to immediately make you buy a product, but to change your perception of a product.
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This is about marketing in general and not digital market exclusively, but it's relevant since for instance the vast majority of people also don't think commercials are effective on them - yet companies spend billions of dollars running them. Somebody's wrong, and it's not the side that can directly quantify the cost:returns of the marketing.
And one other final point here. Even in 'naive' marketing, it's a numbers game. For instance did you ever buy viagra back in the day when viagra spam was everywhere? Probably not. In fact, almost nobody did. But if each of those impressions cost a company $0.001 and their profit margin on a single sell (let alone return purchases) was $15 then they only need to get 1 out of 15,000 people to buy the product for it to be a profitable endeavor.
Advertising platforms sell that ad with the maximum bid at auction, given what targeting categories they can place you in. Value of serving an ad is roughly customer lifetime value (LTV) times conversion rate (maybe divide by about three, but that doesn't change the winning ad). You don't have to be in a key target demographic to get oddly specific ads, you just need to get lumped into a similar cohort that has enough targets that are valuable enough.
Remember those random television ads from law offices about mesothelioma? Same concept. Pursuing a civil suit was lucrative enough that the trickle of leads you'd get from blasting everyone with that message was good enough. Doesn't matter if it's relevant to <1% of the target audience - high LTV can make up for it.
Why, from the mass market perspective (mp3, not vinyl), does traditional media need to go on at all? In the absolute limit of global ultra-draconian GDPR-style laws the capabilities of internet advertisements will at best be reduced to those of TV spots. If TV advertisements haven't already merged with TV over IP and the data market (and thereby become indistinguishable from online video advertisements), they'll just be replaced as ATT, Comcast, Amazon, Netflix, and the rest shift more and more to online platforms.
As far as I can see, unless advertisement gets regulated back in to the stone ages (not that I'd be personally opposed to that...), it's going to be down to Google, Google competitors, and highway billboards before long.
Apple is looking to maximise its revenue and will put up prices as far as they can in accordance with that. ie discounts are to get more revenue now and/or in the future. Why is traditional tv able to charg 10x more?