Q: Is Soylent 2.0 on a saturation advertising blitz?
A: Yup. No question.
Q: How do you know?
A: I gots eyes.
A: Happy to:
For the past few months, I have seen what I can best articulate as saturation advertising online for Soylent 2.0. The internet figured out that I’m interested in Soylent, and now I see one or more ads for Soylent 2.0 on most of the pages I visit. Sometimes several dozen per hour.
On the one hand this is great. I was a crowdfunding supporter of 1.0 and have a subscription for 2.0. On the other hand, these very targeted ad-placements cost RL real money.
In a former life in the Ad-biz, I learned that brands buy ads to promote product sales ie: TVs. Brands also buy ads to promote sales-and-customer-satisfaction (ie: cars) and ads that promote consumption-thus-re-sales (ie: candy, Coke, beer, burgers). The creative side of the Ad-biz is why 20%+ of the audience watches the Superbowl - great Ads are an art-form.
A less well appreciated side of the Ad biz is ad-placement or “buying.” After the creatives produce the great spot, the buyers decide where to put that spot, and how often. Done well, together, your brand soars. Blow it on one or both (creative/placements) and your brand dies. $5Mn for a 30-second placement at the Superbowl is a screaming bargain for many brands - though not all.
In a former life in sales, a high ranking commandment is “don’t talk yourself out of the sale.” In other words: “When the prospect is ready to buy, shut up, because…” We’ve all seen it. Many of us have done it. This usually doesn’t apply to advertising, but it can.
In a former life as a business owner/manager, I learned that if you spend more than you have, plus the margins on what you bring in, your business dies.
Given the number of Soylent Ads I’ve seen in the last few months, I’ve had recurring worries that I may be seeing malpractice on the part of their ad-agency buyer. I don’t want RL to die. I like my Soylent, and given all of the above, I worry.
So rather than send a one-off letter to Rob with this, I thought it better to ask the community if they see/worry about the same thing?