Thars Gold In Them Thar Dreck

What I had said was amp8220Interestingly the vast amount of nonpremium video content which is bought to bring down average CPM and is normally considered to be of low quality ie dreck may actually be of very high quality when looked at through the lens of resonance with your adamp8221 Perhaps I should have added amp8220Not dreck at allamp8221The point is worth retelling and explaining here in more depth because the importance of CPM cannot be overstated even in our brave new world of outcomes Practitioners still reflexively chase the lowest CPM among the oldest habits in our industry even when they know ROI matters more One rationalizes that they are doing it to save time because the client will choose CPM no matter how well you put it in its place though this may not be trueThe long tail which is what I should have said instead of dreck is now more than 90 of all available inventory And as has long been proven by Nielsen data high reach can be attained with a high volume of low rated spots and an incremental brute force reach optimizer This array of low CPM inventoryamp8212dispersed across networks dayparts and genres using both linear and streaming the latter being most importantamp8212can get to 90 reach of any target including young people quite efficiently as was also discussed at TVOT Montreal 2026But with or without high reach and assumingamp160persuasive creative a campaign could still fail if the average resonance between the ad and the context is below 20 Under these conditions there will be very low conscious and subconscious attention very low positive emotion and the persuasive part of the ad will most likely be missed even by the subconsciousamp8212exactly as the RMT work has shownThe same failure could also happen if the audience reached has subconscious motivations that are not aligned with the motivations implicit in the adBut if you align streaming and linear DAI addressable ID motivations with the ad using RMT Semasio and the linear contexts with the ad using RMT nonpremium content will be high performing This is worth paying a premium although right now no one is charging oneI was wrong to denigrate anyoneamp8217s content The bigger mistake is failing to use media in ways that maximize resonance among ads target audiences and the contexts in which they are reachedamp8212especially when those same principles can be used to influence the Moveable Middle the swing purchasers who matter most for growth It is still the lowestamp8209cost way to make brands growSo yes I regret the wordBut the idea is one Iamp8217d keep what looks cheap or undistinguished on a spreadsheet can be extraordinarily valuable when it resonates with the ad and with the motivations of the people seeing itThat was the point in Montreal and it is the point hereThe gold is not in paying more for what looks premium the gold is in finding the contexts and audiences that make the advertising work In other words there may indeed be gold in them thar dreckamp8212if you know how to look for itamp160Building HighPerforming Teams May 20 2026Understanding the seasons of growth why contraction ampamp expansion are part of the process This podcast discusses how growth is not a linear path but a series of seasons from the 39winter39 of shedding old identities and habits to the 39summer39 of external expansion and aligned opportunities It also addresses the common tendency to resist these cycles explaining how fighting a contractive season only leads to further frustration and prolonged stagnation Learn more about the power of curiosity how asking questions can help pull you out of apathy and move you toward progress during difficult times the art of detachment Bill explains the hidden switch of letting go to better enjoy the process of living Podcast length 55 minutes Watch the VideoPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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