Brand advertising dead but this environment is amazing for direct response. Health & fitness verticals killing it. Go figure fake advertising is the first to get cut. Survival of the fittest; direct response is antifragile.
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Direct response, as in direct outreach to individuals via social media platforms? Advertising newb here...help!
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Direct response has been around since way before social media. It's kind of a mythology of SV that they enabled it. SV certainly made it more efficient & scalable. But direct response been around in form of "keyed ads" for decades! Direct response = immediate call to action.
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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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My 2c (used to be at top direct marketer) 1) brand is actually about distribution - e.g. stores more likely to give more shelf space to brands ”working hard” 2) even for DR, we spent 100M+ on TV. Why? 1) new people who couldn’t be reached anywhere else and 2) improved CTRs
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I believe a lot of DR for brands is the data problem: stores know what works/sells...and then build a white-label version of the same. Many of these iconic brands know how people react in a store or a taste-test...but otherwise completely flying blind
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