Because, in the golden days of ads, your metrics were bullshit. You had a print ad and someone said that they sold this many issues and, because of the papers totally not biased market research the told you that for every paper sold, x more people saw your ad. Same with TV and Radio, most numbers around viewers or listeners are basically made up with some fancy statistics.
With the Internet, suddenly you had hard data - your ad has been requested x times. But, that data was always below the fancy print/tv/radio numbers, so the companies had to either push more or reduce prices. That’s how they designed more and more intrusive ads like the ones with the shitty hidden close icon. The longer you need to close it, the longer is the “ad viewed” metric. The more you click on fake X buttons, the higher is the click rate or click through rate. Ad metrics have always been a scam and no one wants to change it.
Of course it is also possible to get click through rare and even track add-to-carts and purchases… So you would think that would drive more compelling ads. But then the ad companies charge per click so naturally they want to encourage clicking in any way possible.
That being said, you now know that diamond store. How many other diamond stores do you remember off the top of your head?
Thing is, chances are that now you’ll check them out before selling or buying diamonds, and if they are worth it enough, you’ll go there. And if not you, most other people.
Because, in the golden days of ads, your metrics were bullshit. You had a print ad and someone said that they sold this many issues and, because of the papers totally not biased market research the told you that for every paper sold, x more people saw your ad. Same with TV and Radio, most numbers around viewers or listeners are basically made up with some fancy statistics.
With the Internet, suddenly you had hard data - your ad has been requested x times. But, that data was always below the fancy print/tv/radio numbers, so the companies had to either push more or reduce prices. That’s how they designed more and more intrusive ads like the ones with the shitty hidden close icon. The longer you need to close it, the longer is the “ad viewed” metric. The more you click on fake X buttons, the higher is the click rate or click through rate. Ad metrics have always been a scam and no one wants to change it.
Of course it is also possible to get click through rare and even track add-to-carts and purchases… So you would think that would drive more compelling ads. But then the ad companies charge per click so naturally they want to encourage clicking in any way possible.
That being said, you now know that diamond store. How many other diamond stores do you remember off the top of your head?
Thing is, chances are that now you’ll check them out before selling or buying diamonds, and if they are worth it enough, you’ll go there. And if not you, most other people.
It’s sad really, but it does work to some extent.