Viewing a single comment thread. View all comments

[deleted] t1_iurj3yy wrote

Reply to comment by ConradJohnson in Ad giant IPG advises brands to pause Twitter spending after Musk takeover by mbmba

[deleted]

5

egnarohtiwsemyhr t1_iurui09 wrote

When I owned my company I got into so many arguments/disagreements/what have yous about the value of impressions and impression share versus actual conversions.

"Hey, our campaign fell short of expectations - we will guarantee another 100,000 impressions at no charge!"

Who cares? Your impressions weren't valuable, why do I want more for free? Impressions are a meaningful metric, but my experience, at least with smaller agencies, is that they only sell off of impressions. Not click thru or other more helpful data.

9

ConradJohnson t1_ius1fuj wrote

Impressions work for brand building. If you're Coca Cola, Mars, Frito-Lay, etc... this is meaningful.

But if you're Ferrari, then you want some segmentation, rich old dudes and young kids that might be rich in the future.

Going even further, if you're a small business, you want further segmentation based on locality and possibly other demographics.

AFAIK, twitter sucks at this audience segmentation for advertisers. Facebook does really well at this, but their audience is shrinking and getting poorer.

5