Precisely - "marketers" these days don't grasp the concept of brand building. Just because you can measure directly results it doesn't mean the goal is to get a direct conversion - specially from a platform like youtube where people are actively consuming content - not buying stuff.
The idea of compound investment into brand building doesn't seem to exist.
I don't know if these guys thought that decades of TV advertising campaigns were made by clueless people, with no education, with no market research, benchmarks, that dumped millions to build reach and frequency to try to fill a small spot in the mind of consumers.
The idea of compound investment into brand building doesn't seem to exist.
I don't know if these guys thought that decades of TV advertising campaigns were made by clueless people, with no education, with no market research, benchmarks, that dumped millions to build reach and frequency to try to fill a small spot in the mind of consumers.