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Today is a major holiday in America. Great owl, nachos, commercials and beer. Even people who don’t watch football watch this game, and he is one of the most watched games on television every year.
For a certain type of mass marketer, Super Bowl ads have been the gold standard for 40 years, ever since Lee Crow and Jay Chiat did the original Mac ad.As a result of advertiser demand, the cost per viewer of advertising to this large audience is actually more It costs more than running targeted ads just to the people you actually want to reach.
To be clear, advertisers are paying extra to reach people who are apathetic and inactive.
Because it’s big. wonderful. easy.
Some brands can actually justify these ads with results. They make beer and potato chips. To most other people, Misa is not a friend. Mass means average, and the average person isn’t ready to sign up, talk about it, or switch. Because change always happens at the edge.
The same thinking drives companies to advertise on the biggest podcasts, exhibit at the biggest trade shows, and recruit at the biggest universities. Not because it’s effective, but because it brings people together.
The pitfall of big-game thinking is a lack of focus. Instead of doing the rewarding work of focusing on the changes we want, we get distracted by what others are doing and decide it’s not important or worth it. I am choosing.
Noise is a generalized function. The message is specific.
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