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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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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Replying to @natstewart5
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.
2:38 PM - 1 Apr 2020
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