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A comment on What if performance advertising is just an analytics scam?. Parent comment

Re:What if performance advertising is just an analytics scam? by mbesto on Wednesday October 13, 2021 @03:06PM (#28856081)
> But if you are implying that brands should not invest in on-brand search campaigns, then this is a really bad advice.

I'll be more explicit - you should test the difference. I usually recommend companies do a blackout month where they turn off all programmatic ads and then do a like-for-like comparison.

To further emphasis my point before, I've seen ad ops agencies say "hey you've got an overall 15x ROAS" and then find out that 80% of their ad spend is on-brand (give them 25x or whatever) and the off-brand (which is 20% of the spend) is giving them 5x. So their ROAS is inappropriately distributed to try to reach an overall ROAS goal.

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Re:What if performance advertising is just an analytics scam? by aerosmile on Wednesday October 13, 2021 @04:16PM (#28857112)
There are bad actors in every field. I would just be careful in using such anecdotes to distract from the overall message, which as you spelled it out in detail seems sound (with perhaps just a note that a 5X ROAS is not bad for most unbranded campaigns, but I get your point).
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