Demand Performance

Results Are In The Eye Of The Buyer

Happy Monday War & Peaceniks! What do you want‽

In advertising, we might reframe that question as “what do you want the consumer to want?”

If you want consumers to want what you get paid to sell, then part of what you want is to reach consumers, and tell them to want what you want them to want. Monday, I wrote about how problematic that’s become in the streaming age.

The problem, for you the advertiser, is that 31% of those very consumers do not want to see what you want them to want. And 23% intend to spend money to avoid it.

The much BIGGER problem for you, the advertiser, is that the younger and more in-demand the audience you seek, the less they want to see what you want them to want, and the more they intend to do something about it.