Ben Gilbert: evaluation

Transcript context

…Yeah, and this is the kind of stuff like let’s say I’m Coca-Cola again. I’m advertising on Facebook, I’m just blasting. I can target super granularly in the heck out of people but, like, they’re probably not that interested in drinking a Coke while they’re on Facebook. But if I target people who are at Coachella and it’s hot out, maybe they want to drink a Coke. Or when I target based on location which is secondary, but content-wise, so like all the Discover channel, ESPN or Tastemade, I want to advertise to people who are interested in cooking. I’m Betty Crocker or whatever. I can advertise on Facebook to people who lists cooking as one of their preferences but they’re not cooking when they’re on Facebook. But when they’re watching Tastemade and watching cooking shows, then they’re in the mood for… I don’t know if the context is better. I look at it like the nature of brand advertising is that you’re not going to go and transact on that and close the loop at anywhere near the moment. It’s that it’s stored in your head. And I think that the context doesn’t matter, but the richness of the ad does. You don’t think there are psychological associations between content and advertising?…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.