Re:What if performance advertising is just an analytics scam?
by disgruntledphd2 on Thursday October 14, 2021 @05:46AM
(#28862184)
Like, this is probably true for advertisers who have a well known brand. One would expect incrementality to be lower, because everyone's already heard of the brand.
However, if you are a new entrant/small business this is not the case, because nobody has ever heard of you.
As an example, look at TikTok. They spent insane amounts of money on FB ads to get as many installs as possible, but I'd suspect that they don't do this anymore because they've got enough brand equity that it doesn't make as much financial sense.
However, if you are a new entrant/small business this is not the case, because nobody has ever heard of you.
As an example, look at TikTok. They spent insane amounts of money on FB ads to get as many installs as possible, but I'd suspect that they don't do this anymore because they've got enough brand equity that it doesn't make as much financial sense.