Commentary

Despite The Hype, Conversions Are A Poor Ad-Currency Choice

by Ed DeNicola , Op-Ed Contributor, January 19, 2024

Many advertisers might think that it would be great to only have to pay for impressions that convert. While this sounds well and good on the surface, conversions are a poor advertising-currency choice.

TV advertising is becoming more and more like digital. Connected television (CTV) continues to grow, and the …

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4 comments about "Despite The Hype, Conversions Are A Poor Ad-Currency Choice".

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Ed Papazian from Media Dynamics Inc, January 19, 2024 at 9:31 a.m.
Couldn't agree more, Ed. As I keep suggesting jestingly, in the interests of fairness, why don't the "outcome guaranteed " folks insist that the advertisers guarantee the media sellers a pre-determined profit per GRP ----or total ad schedule--- in exchange for their guaranteed "outcomes"? After all, they're partners---aren't they?
Reply

John Grono from GAP Research, January 19, 2024 at 5:17 p.m.

Spot on Ed!

Your list of seven vectors of success in advertising summarise what REALLY counts in advertising. Bravo.

(P.S. (I meant Ed DeNicola ... no offence Ed P!).

Ed Papazian from Media Dynamics Inc, January 19, 2024 at 6:07 p.m.

None taken, John.

John Grono from GAP Research, January 19, 2024 at 10:27 p.m.

Phew Ed. I'd bitten down to my fingernails! Chuckle, chuckle.