this post was submitted on 29 Sep 2023
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Advertising only has as much value to the advertiser as it can get in modified consumer behavior.
If I only have $100/month in truly discretionary income, all the advertising in the world is only fighting for that $100. Realistically, though, we're not all susceptible to the same advertising influences, which is why ad personalization exists. But personalize it all you want and you're still, at most, getting a few percent of my monthly budget to shift towards what you want me to buy.
That means that advertising is only really worth it for whales. The type of people who might buy hundreds of dollars of goods or services through clicking on ads on Instagram, who have that combination of a huge amount of discretionary income and are fickle enough that they might impulse buy big ticket items.
It literally just dawned on me that some people intentionally click on ads. That's such an outlandish idea, it feels like fiction.