a single source, nothing corroborates it

Let the cost of delivery be part of the message

People judge how much a message matters partly by how expensive it looks to have sent, which is an argument for the placement nobody else is buying. Keep offline options in the test set rather than only self-serve ad platforms, since one day of sponsoring the right gathering has outearned a month of everything else, and measure the physical world effects of a campaign that ran somewhere digital.

The method

1. 01

   People judge how much a message matters by how expensive it was to send, so treat delivery cost as part of the message.

2. 02

   Include offline placements in your test set, not just self-serve ad platforms.

3. 03

   A campaign run inside a game can move demand in the physical world, so measure the offline effect too.

What it returned

• Attributed to Rory Sutherland

• One day of sponsoring a teachers' conference out-earned an entire month of revenue

• Stevenage became the most-used team in FIFA career mode and the real club's shirts sold out

Sources

• A story about my dad and PPC adsHarry Dry · Marketing Examples · A story about my dad and PPC ads · undated
• Why Burger King sponsored Stevenage F.C.Harry Dry · Marketing Examples · Why Burger King sponsored Stevenage F.C. · undated
• Costly Signalling TheoryHarry Dry · Marketing Examples · Costly signalling theory · undated