Digital Advertising and Signalling

Advertising is a strange beast, digital advertising even more so to some. It seems that advertising is not just about letting the public know about your product and your brand. It sends a far bigger message that you and the public do not consciously recognise.

Advertising, digital and traditional, triggers something called signalling.

Signalling good products

Everyone knows that advertising is expensive, digital advertising is no different. Typically, good products cost more. So, subconsciously, people add these two facts together and conclude that the more prolific your ads are the more you must be spending on your advertising which means that your products must be good enough to fund that advertising.

Signalling belief

It takes confidence in a product to advertise it. You have to believe that your product is worth the money you are spending to put it in the eye of the public. The public also seems to realise this on an unconscious level.

If you take these two points into consideration, you realise that your advertisements are doing more than just letting the public know you have a product. You are letting them know that your product is good enough to pay its way and that you believe in it enough to spend money on promoting it.

Interesting thought… 

If you would like to read more about advertising and signalling, read the full article by Rick Webb on Medium.