Thursday, May 15, 2014

The story of Maybach, Lorde, her hit song Royals and unintended consequences


People who read this site might be interested in Maybach because it spent almost all of its last revival in the Intensive Care Unit, and its next Lazarus act is expected to commence this November. But so-called millennials who know nothing of Maybach and have no interest in it beyond the curious have driven up the price of digital advertising on one ad-serving platform for the luxury brand more than two-fold, at the same time as they're providing more lessons for Big Data.

A line in New Zealand singer Lorde's song "Royals" released last summer that goes, "But everybody's like Cristal, Maybach, diamonds on your timepiece," has all kinds of kiddies trying to figure out "WTF is a Maybach?" According to online ad platform ChoiceStream, the spike in searches - even among a demographic "who are totally unqualified" - sent the cost of online advertising targeting potential Maybach buyers up by 233 percent compared to the cost of advertising to all demographics; this even as Google Trends tracked the continued decline of the search term "Maybach." Meanwhile, other luxury automotive brands were paying 148-percent less compared to the price of general advertising in order to reach their target demos.

ChoiceStream said part of the cost increase was due to the fact that it was millennials doing the searching, and because they're so hard to reach, ads delivered to them command a premium. It took a while for the company to notice the paradox that those prized eyeballs boosting the ad value of the product wouldn't provide any benefit to the advertiser. Now that it has, it is redeveloping its algorithms to address the issue. The snafu is a problem that Cadillac, mentioned in the previous line in "Royals" - "We don't care, we're driving Cadillacs in our dreams," - would probably not mind having.
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