Is there any question why brand advertising has been trying to become more like direct response with "attribution?" Brand advertisers have been victims of a multi-decade con. Direct response is the medium of the 21st century. Brand is converging to direct response, wait & see!
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Well big part of the value of brand advertising historically was limited distro channels for ads. Scale was a huge advantage because you could basically buy up all the ad slots to build blocking positions. Weakened with fragmentation. In the '90s IDK. Today? Unquestionably.
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Companies like coke are literally 100% brand advertising driven. Don't agree. Wanna podcast this it's way bigger than Twitter. I say this as a career performance marketer I respect the craft of brand too.
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I’m here for that last sentence
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I don't think Dr is antifragile, I think it's *counter- cylical*. Observed this last time too... Brand ads go way down during recession so Dr takes its place. Ad networks embrace Dr until brands come back then kick them out to the curb
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