Me, as an old school marketeer learning from the books of Kotler, – still often use the same AIDA model explained back then. People (unintentionally) use it daily – but to explain it a bit better for ones which know vaguely or never heard – let me take you back to school for some minutes.

I have directly applied it to the mediabuy basics – whilst it’s a known marketing standard for decades.

(A)ttract – > (your ad/creative) -> catch the eye!
(I)nterest – > (text) – > what’s in it for me as a consumer without having to read too much?
(D)esire – >(prelander) – > why I can’t live without this product/service at this very moment?
(A)ction – >(offer page) – > I am in as a consumer – now make sure I can go back to Youtube quickly – where do I sign (up/in/pay) safely?

As a mediabuyer you have full control over A,I and D – whilst maybe restricted in a way because advertiser demands so for certain reasons (can’t use ...

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