The Most Overrated Ad Buy (Part 3 of 4)
They say one kind of digital advertising delivers 10X the return of a display ad. But I'm skeptical, and maybe you should be too.
I've been pondering the subject of this week's Loyalty Loop for the last 1,437 miles.
Every July, we pack up the car and hit the highway to live on a boat for a few months. Nine bags of beef jerky later, we've arrived.
We've docked the boat at an industrial shipyard turned lifestyle center. They've transformed the grimy ironworks into luxury condos and the leaky dry docks into an extensive marina. There's a movie theater, grocery store, and the flagship Wahlburgers! (Bacon and cheese tater tots, anyone?)
Just 100 yards from the boat, there's a bocce court that I've commandeered to help illustrate my point.
So, on this week's Loyalty Loop, we'll break a tripod, play some lawn darts, and walk the docks as we try and get to the bottom of a deceivingly simple question: does advertising work?
Step aboard and find out what digital advertising is grossly overrated.
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