Attention isn’t the goal. Action is.
Reach has never been cheaper and has never been worth less on its own.
2 minute read
Impressions can be bought by anyone with a card. Content can be produced endlessly. Views are available at a price. None of that is scarce anymore, which means none of it is an advantage.
What remains scarce is the moment a person decides to do something. Register. Buy. Join. Refer. Come back. Everything upstream of that moment is cost.
So the useful measure of any campaign is not how many people saw it. It is how many people did something they were not already going to do. That number is usually far smaller than the dashboard suggests, and it is the only one that pays for anything.
This changes what the work is. Getting seen is a media problem and it is solved. Getting acted on is a psychology problem, a product problem, an offer problem and a timing problem, and it is solved by understanding a specific person well enough to know what is actually stopping them.
Most organizations are over-invested in the solved problem and under-invested in the hard one.
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