Data is an interesting thing.
It can deceive us.
It can tell us how well a commercial is working.
It can tell us how poorly a commercial is working.
The question is, do advertisers really want to know the latter? Do advertisers really want to know that from their 10 million impressions, perhaps only 10% of the audience paid any attention to their commercial at all?
I mean, all advertisers know this in their soul.
But do they want it spelled out in black and white?
It’s much easier to sleep at night believing that your $10 million dollar advertising budget will have the chance to impact 100 million people.
The size of the audience makes the cost work.
But when the data tells you that your $10 million only impacted one million people, that hurts. It means that advertisers have to think of a new way of doing things.
One of the most pressing being how do advertisers affordably create great advertising knowing, and knowing is the key word here, that only a couple of thousand of people will actually pay attention to it.
Today, the average thirty-second spot costs in the neighborhood of $360,000 to produce.
Justifiable when you think millions will be viewing it.
Expensive when you know only 100,000 spent any time with it at all.
Sometimes ignorance is, indeed, bliss.