A short YouTube monologue by Nate Tilley about ad strategy: prioritize delivering high, scalable return on investment for clients rather than chasing small-scale or trendy channels. The speaker warns against pursuing hacks or niche channels (AR/VR, chatbots, native ads, SMS) that lack scale and can break a business model.
All we care about is providing our clients with the most lucrative return on investment possible at the largest scale, right? It's not about exploiting some new channel that doesn't have scale and getting really high return on investment on like $5 or $100. We're all about bringing in new customers for our clients at large quantities and really helping them scale their business up. And in this hype cycle, there is just always noise like combating and just coming at you and saying you need to look at AR or VR or a chatbots, or you need to be looking at native advertising, or you really need to look at text message funnels or whatever it might be. And I spend all of my time chasing those rabbits, right, and trying to catch them all. Then I wouldn't catch any rabbits, right? And I'd just be there with a broken business model that is just trying to chase the latest hack and the latest loophole.
