NORTHERN PLANNER

Evie, my lovely little daughter is a bit of a Daddy's girl. 

I won't pretend not to like this. 

But not even Daddy escapes the darker elements of her current stage of development. 

Namely, the power of repetition. 

When it's time to brush her teeth, Evie miraculously loses the power of hearing. 

Ask her ten times and nothing. Diddly squat. 

Until she get's bored not hearing you and just leaves the room. 

When the tables are turned, when she wants TV on, despite knowing full well it has been switched off until after tea time, she'll ask over and over until you are trembling with the need to give in. 

Or when she wants to know what's for tea, and doesn't want it to to be boring chicken, she asks for pizza over and over, even while she shovels forkfuls of the fown passed her – butter wouldn't melt – lips. 

Most of advertisers are like Evie when she wants something. Over and over, no let up in stalking you, even with hateful re-targeting these days until you can take no more. 

But so are most consumers when the roles for Evie are reversed, evolving a fantastic ability to filter out unwanted rubbish, even when it's right in your face. If it's a mobile display ad that freezes the site, like Evie leaving the room, we'll just leave. 

Impacts/impessions/reach figures are not a measure of efficiency or value. They're usually a sign of inneficiency.