Do You Dare To Look 👀 Ahead?
A woman spent sleepless nights after she spotted a “ghost” in one of the pictures 🤳 that she took with her friends during a party 🎉 months ago.
The incident dates back to October 2020, but the picture went viral around a few months ago as the story surfaced on social media.
Last year, Rebecca Glassborow partied with her friends in her block of flats 🏙, and all of them rounded off the celebration with a group picture. The group of friends posed, but a figure 👤 was spotted behind them with “distinguishable features of eyes, a nose and mouth”.
England-based Rebecca is convinced that the flat is haunted 👻 since she was told that someone had died in the house, where the photo was taken. She lives above the flat where it was taken and said that her friends also checked 🔦 the room thoroughly after spotting the “haunting figure” in the picture. However, they found nothing in the background that could have created the shape.
Speaking of ghosts, did you know that ‘ghost ads’ exist 🤔?
Ghost ads are an ideal solution for measuring 📏 ad effectiveness because they offer “apples-to-apples comparisons”, letting brands gauge how their ad is received by two separate consumer groups - those targeted and those who would have seen it organically 🌱.
When running a social advertising campaign, it is typical to continuously run tests 🧪 to improve your creative and targeting, as where ads are displayed is the secret 🤫 sauce of keeping costs down and reaching the right people. Ghost ads help take the guessing game out of how an ad will do and provide a significant departure from previous testing approaches.
One of the main benefits of ghost ads is that they allow you to test the effectiveness ✅ of your efforts without spending on advertising that is not for your brand. In a paper for Simon Business School, the developers of the ghost ad method explain that these ads can reduce the cost 💲 of experimentation, improve measurement precision, deliver the relevant strategic baseline, and work with modern ad platforms that optimise ad delivery 🚚 in real time.
How does it work?
Instead of buying 💰 ad space, a control group is created alongside a non-control group. Consumers in the non-control group see your ads at the frequency your spending and campaign guidelines dictate 📣. Meanwhile, consumers in the control group see the standard mix of ads they would see as though your brand was not advertising. Ghost ads track 👣 when your ad would have been served.
When you talk to senior brand stakeholders who are looking at a fixed pot of marketing spending, they should understand how effective advertising efforts have been and the methods in which you used to come to that conclusion. Message us to learn more about ghost ads 🤩😎!
References:
Alton, L. 2019, October 24. What Is a Ghost Ad? How to Use These Tests to Prove Social Advertising Effectiveness. Skyword.
India Today. 2021, May 27. UK woman terrified after spotting ghostly figure in group photo with friends. Viral story.
