Advertising value equivalent (AVE), particularly in the online context, has been derided as an outmoded measure of return on investment. And for good reason: no two people use the same formula and it’s laden with too many assumptions, among others.
In my book, it’s simply too much effort for too meaningless a result.
The effort depends on the formula you subscribe to, but good luck identifying and trawling sites.
The result, however angled, is nothing more than a measure of efficiency that harks back to when (if ever) reach and frequency were the holy grail of ROI measurements, and might have some semblance of relevance only if your sole objective is to scrimp on paid media placement.
It does nothing to address effectiveness in achieving macro-level objectives.
Don’t blame the agency rep who tries to pull the wool over your eyes, though. Chances are he has been wired not to see through the wool over his own peepers.
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