Fear Of Finding Out – FOFO
We have a new acronym – FOFO – Fear Of Finding Out
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The advertising market is becoming more and more untransparent, we get reports with a lot of figures that nobody can explain what they stand for and what they represent. Impressions are delivered as a currency in every page in the reports that we get.
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But do we know if the impressions are viewable or just loaded pixels in the feed/site, have these impressions been reported as the amount of people that has seen the ad?
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Are we mixing contacts with impressions and are we giving them the same value aka received ads that has been shown to a person or ads that has been delivered to a device/app/browser. Can you tell the difference?
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Can you explain what a view or a swipe stands for. Or the comparability of impressions from different social media channels, are they measured the same way or are the different from each other, if they differ what is the difference?
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As it is at the current state the vendors are in control and they decide what they want to deliver and what they want to call the figures that cannot be verified by a 3:Rd party.
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What did you buy and what was delivered, do we really know? Hence the new acronym FOFO maybe were all afraid of finding out what is really going on…
We bring scientific evidence to business decisions
9 个月“Does all of this gibberish with impressions vs contacts really matter? As long as you can attribute a sales increase by either MMM or a MTA, then the ads must have been seen by customers. Otherwise why would they buy?” ??.
Growth Advisor | Brand Expert | Data Lover
9 个月Haha, helt underbart med FOFO! ?h vad mycket av s?nt d?r det finns.
Media Expert at Sveriges Annons?rer
9 个月Malin H?ger Fredrik Hallberg Andreas Wallin Martin Gustafsson Bob Hoffman Thanks Bob for the new Acronym FOFO - Fear of Finding Out