Optimizing Ad ROI: Do You Know Your Un-Budgeables?

Optimizing Ad ROI: Do You Know Your Un-Budgeables?

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.

 

Brand Early, Brand Often, Brand Informative

Brand Early, Brand Often, Brand Informative

That is, in short, the key insight from The ARF Re:Think 2016 conference!

Numerous research by multiple parties has shown that digital ads, particularly, video ads are drastically sub-optimized for digital and many brands are still creating to the standards of TV and delivering across other channels. For effective ad engagement, this needs to change.

This article outlines 5 action items for creating impactful brand messaging on digital platforms.