Buy only very cheap views at first, then pay more per deal once people know you

Alfie Dickens… and everyone has agents now. So agents drive up the prices a little bit. Going back to your question about ROI, I would say at the start, because Cal AI wasn't really too known, we would probably shoot for like a lower CPM, and and we need a lot more views to get conversions, because people hadn't heard about it. And and you know, the rule of marketing is you usually see it seven times before you actually buy it, or or spend money on it.

Alfie DickensWe kind of took that into the into the case where we were like, "Okay, we we need to keep the CPM really low because we just want to show as many people as we can the app. And if they're seeing it for the first time, they're probably not going to buy it." But over time, everyone kind of started to hear about Cal AI, and that meant that we probably could spend a little bit more on deals, because people had heard about it. And when they see it, they're like, "Oh, that's Cal AI. This person's also using it, because they've seen it before. I'll go and get it now." And so I think, over time, it became a little bit more profitable, and so we could spend a little bit more as well.

JosephIt's a little bit counterintuitive, cuz I think like you would expect that if you do one influencer and then they make a few videos, they do well, you've now reached a certain percentage of the people, and if they didn't buy the first time, then they're not going to buy again if they get spammed like another creator who's promoting the same app. But then what you are alluding to is like the seven the seven times principle. Like there is just like …