They want sales, or signups or whatever acronym they need to force up. Group A converts at 10%. Group B at 1%. The advertiser may have a theory of why these groups are different. Increasingly, we don't. FB, especially, does a lot of automated targeting.
Marketers tend to have good instincts about these things, because patterns are repetitive and simple. That said, I'm pretty confident that advertising to subscribers would be more effective than advertising to non subscribers.
In my mind, "person who subscribed to a thing online" is just a good qualifier. It probably correlates to a lot of other qualities like "shops online often" or whatnot. Those "theories" don't really matter though. They're just a starting point.
Advertisers don't know or care what people think of the ads nor how they make the 98.3% who didn't buy anything feel. All they know is that they didn't click/buy/whatever.
I think people imagine online advertisers like a geekier version of mad men. It isn't like that. There's not the pretensions of understanding or influencing psychology. It's more like stock trading.
They want sales, or signups or whatever acronym they need to force up. Group A converts at 10%. Group B at 1%. The advertiser may have a theory of why these groups are different. Increasingly, we don't. FB, especially, does a lot of automated targeting.
Marketers tend to have good instincts about these things, because patterns are repetitive and simple. That said, I'm pretty confident that advertising to subscribers would be more effective than advertising to non subscribers.
In my mind, "person who subscribed to a thing online" is just a good qualifier. It probably correlates to a lot of other qualities like "shops online often" or whatnot. Those "theories" don't really matter though. They're just a starting point.
Advertisers don't know or care what people think of the ads nor how they make the 98.3% who didn't buy anything feel. All they know is that they didn't click/buy/whatever.
I think people imagine online advertisers like a geekier version of mad men. It isn't like that. There's not the pretensions of understanding or influencing psychology. It's more like stock trading.