BECAUSE AD SPEND ON UNBUDGEABLES IS A WASTE!
An UnBudgeable is a person whose opinion cannot be shifted in favor or your product or brand with any amount of pitch perfect ads served and completely viewed, in any context or delivery channel.
Consumers in these categories mimic your brand's target audience and therefore will be automatically included for ad delivery. However, these consumers are also primed psychologically to ignore and actively disconnect from your ads. The reason for this inflexibility is that the person is already locked in a non-corraborating behavior or a competitor with differential value and switching them is extremely expensive, for you and them.
Such UnBudgeable lock-ins categorize into three distinct groups. I also outline strategies to identify and isolate each type from your ad cohorts.