In defense of online ads

Your team runs an advert.

Someone clicks your ad but doesn’t sign up.

Did the ad succeed or fail?

• Your timing isn’t their timing. Do you sign up to everything you like? Or do you sometimes figure later is fine?
• No stalking. An ad’s success isn’t down to statistics, but how useful it was as a genuine act of service for those you serve.
• Measure the right things. Measure it to see if it is, in fact, useful, not to see if you’re herding cattle effectively.

Advertisers get fussy about wanting people to “act now” on their “funnel”. And advertising gets a bad reputation because of it.

Advertising is either an act of service or an act of invasion.

Your team gets to choose.