That's Interesting!

 Brands abandoning the real power of advertising for short-term sales gains. 

Is it time to retire brand vs performance as a model for ad investment? Key takeaways: "All media 'perform' over both the short and long term, but some have a greater carryover." Linear TV's long term multiplier is 3.3x, way above the 2.2x average of other media. - “That makes sense because video has an unrivalled ability to build memorability – which obviously translates into bigger long-term effects and the ability to change perceptions.” Paid Social, Online Display & Video are less efficient. - They hit diminishing returns faster and to plateau off, becoming less effective at relatively modest amounts. - "That’s partly because obviously, in those channels, we’re using all the data signals to find really precise, targeted audiences. That’s what their strength is. And those audiences are, by definition, finite and not as broad.” 58% of the profit effects from advertising happen after the first three months Generally, the scale of the advertising spend ...

There are spoilers in this post, so stop now if you plan to see it. The show explores unpleasant human emotions. That in itself is novel and demands our attention. Unpleasant emotions are something we like to reserve for the therapist's office, not explore in feature films. Secondly, because negativity requires more cognitive processing, it is harder to forget this show. No one is heroic. Nobody saves the day. There is no positive resolution. Decisions people make under pressure reveal their true nature. And Donny, under enormous threats to his safety, does the opposite of what the audience has come to expect of our storytellers. Instead of rising up to conquer the evil forces ruining his life, we see a flawed man behaving according to his true self. The audience knows he should run away and tell the authorities, but the self-loathing, shame, and fear he can't face himself won't let him. It contradicts our taken-for-granted worldview and we want to figure out why. Even t...

The TL;DR... 'The Big Short' for the ad industry. Link to original post for Inside The Black Box