IMPRESSIONS ARE BANKRUPT
You can pay for an eye to land on your logo. You can't pay for that eye to care. The CPM model assumes attention scales linearly with dollars — it doesn't. Past a threshold, more impressions mean more annoyance, not more memory.
PERMISSION IS RARE
When a member burns earned coins on your brand, they made a choice with weight. The coin came from leaving the couch at 6am. They're not going to spend it on a brand they think is full of it. That's a filter no targeting algorithm can replicate.
IT'S NOT A COUPON
A coupon is a discount someone uses begrudgingly. A redemption is a transaction someone earned. Members aren't looking for a deal — they're looking for the brand they want to support. The discount is the cherry. The choice is the cake.
Stop chasing eyeballs. Get chosen by humans instead.
