Why Most ROI Models Are Wrong

People don’t like ads. Any measurement of advertising ROI that fails to take this into account is fundamentally flawed. This is because the cost of running a campaign is no longer just financial. Advertising — particularly bad advertising — is actually shrinking the overall marketing ecosystem.

Irritated consumers are walling themselves off in places where they cannot be reached. Every bad ad sends more of them behind the wall by showing contempt for their intelligence and making them regret having given up a few moments of their day to hear what a brand has to say.

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