--- title: "Meaning & Key Takeaway of: Buying a banner, you have no control…" description: "\"Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.\" — Gil Penchina" image: "https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg" --- # Buying a banner, you have no control whether ten different… ![“Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.” quote by Gil Penchina](https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg) [Download](https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg) [Open image](https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg) > “Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.” [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Advertising reach is unpredictable; impressions may be spread thinly or concentrated on few viewers. **In simple terms:** Ad exposure can be uneven. Key Takeaway Plan for varied audience impact. Themes marketing advertising uncertainty Mood analytical strategic Type advertising business When to use this quote - campaign planning - budget allocation - media buying Key Concepts reach distribution impression frequency Questions to Reflect On - How can you measure true ad effectiveness? - What strategies mitigate uneven exposure? A Different Perspective Assumes equal value of each impression, which may not hold. ★ ★ ★ ★ ★ No ratings yet [Advertising](https://sms4smile.com/quotes/about/advertising/) [Control](https://sms4smile.com/quotes/about/control/) [No control](https://sms4smile.com/quotes/about/no-control/) [People](https://sms4smile.com/quotes/about/people/) ## Related quotes > [Prosecutors have absolutely no control over what witnesses say when they leave the grand jury room.](https://sms4smile.com/quotes/lawrence-o-donnell/prosecutors-have-absolutely-no-control-over-what-witnesses-say-when/) [Lawrence O'Donnell](https://sms4smile.com/quotes/author/lawrence-o-donnell/) > [When you're an actor starting out, you have no control. All you can do is prepare the best you can for auditions and turn…](https://sms4smile.com/quotes/emma-corrin/when-you-re-an-actor-starting-out-you-have-no-control-all-you-can-do/) [Emma Corrin](https://sms4smile.com/quotes/author/emma-corrin/) > [I happen to be notorious. That, I have no control over.](https://sms4smile.com/quotes/kevin-mitnick/i-happen-to-be-notorious-that-i-have-no-control-over/) [Kevin Mitnick](https://sms4smile.com/quotes/author/kevin-mitnick/) > [When I ran WCW, I obviously had a lot of control over the business, but when I was in TNA, I had no control…](https://sms4smile.com/quotes/eric-bischoff/when-i-ran-wcw-i-obviously-had-a-lot-of-control-over-the-business-but/) [Eric Bischoff](https://sms4smile.com/quotes/author/eric-bischoff/) > [I don't have a poker face at all - I have a very, very expressional face, and I have no control over that.](https://sms4smile.com/quotes/floor-jansen/i-don-t-have-a-poker-face-at-all-i-have-a-very-very-expressional-face/) [Floor Jansen](https://sms4smile.com/quotes/author/floor-jansen/) > [The problem with acting is that there's really no control. You're at the behest of others.](https://sms4smile.com/quotes/leigh-whannell/the-problem-with-acting-is-that-there-s-really-no-control-you-re-at/) [Leigh Whannell](https://sms4smile.com/quotes/author/leigh-whannell/) > [“We can't control on how each day will fall, but we can control how we fall into each day. Learn to make adjustments to…](https://sms4smile.com/quotes/anthony-liccione/we-can-t-control-on-how-each-day-will-fall-but-we-can-control-how-we/) [Anthony Liccione](https://sms4smile.com/quotes/author/anthony-liccione/) > [On the track, you know what you're capable of, but being at the birth, you have no control.](https://sms4smile.com/quotes/mo-farah/on-the-track-you-know-what-you-re-capable-of-but-being-at-the-birth/) [Mo Farah](https://sms4smile.com/quotes/author/mo-farah/) > [As an athlete, I feel like I have a little bit of control - or a lot of control - of the situation. When…](https://sms4smile.com/quotes/zach-ertz/as-an-athlete-i-feel-like-i-have-a-little-bit-of-control-or-a-lot-of/) [Zach Ertz](https://sms4smile.com/quotes/author/zach-ertz/) > [I think things happen, and we have no control over them, and what you take from them is really what is important.](https://sms4smile.com/quotes/fantastic-negrito/i-think-things-happen-and-we-have-no-control-over-them-and-what-you/) [Fantastic Negrito](https://sms4smile.com/quotes/author/fantastic-negrito/) > [The biggest stress for me at New York Magazine was when I was a middle-of-the-pack editor, and I had no control over my own…](https://sms4smile.com/quotes/joanna-coles/the-biggest-stress-for-me-at-new-york-magazine-was-when-i-was-a/) [Joanna Coles](https://sms4smile.com/quotes/author/joanna-coles/) > [“She wanted to sit in the pub with him the way Sam did with Steve, the way Matty and Karen had done last weekend…](https://sms4smile.com/quotes/harriet-evans/she-wanted-to-sit-in-the-pub-with-him-the-way-sam-did-with-steve-the/) [Harriet Evans](https://sms4smile.com/quotes/author/harriet-evans/) > [I've got no control over the logistics of who pays who what.](https://sms4smile.com/quotes/leighton-vander-esch/i-ve-got-no-control-over-the-logistics-of-who-pays-who-what/) [Leighton Vander Esch](https://sms4smile.com/quotes/author/leighton-vander-esch/) > [I know how loyal I was to Coach Blatt, and the people that know me understand that. I have no control over what people…](https://sms4smile.com/quotes/tyronn-lue/i-know-how-loyal-i-was-to-coach-blatt-and-the-people-that-know-me/) [Tyronn Lue](https://sms4smile.com/quotes/author/tyronn-lue/) > [Each week when you are out on tour, there is one thing you have no control over. It is the tee time you are…](https://sms4smile.com/quotes/shane-lowry/each-week-when-you-are-out-on-tour-there-is-one-thing-you-have-no/) [Shane Lowry](https://sms4smile.com/quotes/author/shane-lowry/) ## More by Gil Penchina > [When trying to start a company, your enemy isn't criticism, anger or insults. Your enemy is apathy.](https://sms4smile.com/quotes/gil-penchina/when-trying-to-start-a-company-your-enemy-isn-t-criticism-anger-or/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [When I participate in a Series A deal with VCs, entrepreneur-friendly terms go out the window. VCs remain attached to age-old traditional industry terms.…](https://sms4smile.com/quotes/gil-penchina/when-i-participate-in-a-series-a-deal-with-vcs-entrepreneur-friendly/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [It's clear to me now that Ethereum is the new currency of the Internet. It's way ahead of where Paypal was in its day,…](https://sms4smile.com/quotes/gil-penchina/it-s-clear-to-me-now-that-ethereum-is-the-new-currency-of-the/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [I started angel investing because I like hanging out with entrepreneurs.](https://sms4smile.com/quotes/gil-penchina/i-started-angel-investing-because-i-like-hanging-out-with/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [Ethereum is enabling a new form of financing in ICOs that is like a massive gravitational pull - dragging every entrepreneur with a sense…](https://sms4smile.com/quotes/gil-penchina/ethereum-is-enabling-a-new-form-of-financing-in-icos-that-is-like-a/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [In the U.S., Wikia has content sponsorships with top brands, including Blizzard Activision, Sony, Microsoft, Electronic Arts, ABC Television and others.](https://sms4smile.com/quotes/gil-penchina/in-the-u-s-wikia-has-content-sponsorships-with-top-brands-including/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [Whether someone wants to learn the words to a new Lady Gaga song they heard on the radio or to verify the lyrics to…](https://sms4smile.com/quotes/gil-penchina/whether-someone-wants-to-learn-the-words-to-a-new-lady-gaga-song-they/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [I was one of the early folks at eBay, and by 1999, it was completely overrun by consultants from McKinsey, Bain, and BCG. It…](https://sms4smile.com/quotes/gil-penchina/i-was-one-of-the-early-folks-at-ebay-and-by-1999-it-was-completely/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [Along the way, I learned the key to launching a company. It's all about storytelling.](https://sms4smile.com/quotes/gil-penchina/along-the-way-i-learned-the-key-to-launching-a-company-it-s-all-about/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [When I first started as an angel investor, I was excited to start investing in startups - but I didn't know much. I couldn't…](https://sms4smile.com/quotes/gil-penchina/when-i-first-started-as-an-angel-investor-i-was-excited-to-start/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [You're under tremendous pressure, and everyone needs you to be perfect all the time, and that often creates a perverse incentive to not tell…](https://sms4smile.com/quotes/gil-penchina/you-re-under-tremendous-pressure-and-everyone-needs-you-to-be-perfect/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [For merchants, it is an amazing opportunity. Compared to Paypal, crypto has no credit card fees, no charge backs, no 'Oops, we decided to…](https://sms4smile.com/quotes/gil-penchina/for-merchants-it-is-an-amazing-opportunity-compared-to-paypal-crypto/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [Any ICO going forward that doesn't use a 'Ticketmaster-style' queueing engine is clearly trying to ruin the ecosystem.](https://sms4smile.com/quotes/gil-penchina/any-ico-going-forward-that-doesn-t-use-a-ticketmaster-style-queueing/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [Mobile was Internet 2.0. It changed everything. Crypto is Internet 3.0.](https://sms4smile.com/quotes/gil-penchina/mobile-was-internet-2-0-it-changed-everything-crypto-is-internet-3-0/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) > [Crypto today is a libertarian paradise. If you send your money to the wrong place, it's gone. If you send it to a merchant…](https://sms4smile.com/quotes/gil-penchina/crypto-today-is-a-libertarian-paradise-if-you-send-your-money-to-the/) [Gil Penchina](https://sms4smile.com/quotes/author/gil-penchina/) [Explore all 26 Gil Penchina quotes ](https://sms4smile.com/quotes/author/gil-penchina/) ## More Advertising quotes > [I saw this anti-drug commercial that showed a kid smoking pot in his dad's room with his friend. This kid finds a gun, the…](https://sms4smile.com/quotes/bill-maher/i-saw-this-anti-drug-commercial-that-showed-a-kid-smoking-pot-in-his/) [Bill Maher](https://sms4smile.com/quotes/author/bill-maher/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [Advertising justifies its existence when used in the public interest-it is much too powerful a tool to use solely for commercial purposes.](https://sms4smile.com/quotes/howard-gossage/advertising-justifies-its-existence-when-used-in-the-public-interest/) [Howard Gossage](https://sms4smile.com/quotes/author/howard-gossage/) > [“Don't wait, just sweat.”](https://sms4smile.com/quotes/amit-kalantri/don-t-wait-just-sweat/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [We have the capital, the resources, and the technology that we need to build a mobile advertising platform across the planet.](https://sms4smile.com/quotes/naveen-tewari/we-have-the-capital-the-resources-and-the-technology-that-we-need-to/) [Naveen Tewari](https://sms4smile.com/quotes/author/naveen-tewari/) > [“Never run advertising until the major publicity possibilities have been exploited.”](https://sms4smile.com/quotes/al-ries/never-run-advertising-until-the-major-publicity-possibilities-have/) [Al Ries](https://sms4smile.com/quotes/author/al-ries/) > [God never talks. But the devil keeps advertising, Father. The devil does a lot of commercials.](https://sms4smile.com/quotes/william-peter-blatty/god-never-talks-but-the-devil-keeps-advertising-father-the-devil-does/) [William Peter Blatty](https://sms4smile.com/quotes/author/william-peter-blatty/) > [I like Valentine's Day. The trouble is the florists and the candy-makers and the card people are all advertising so much, you don't dare…](https://sms4smile.com/quotes/andy-rooney/i-like-valentine-s-day-the-trouble-is-the-florists-and-the-candy/) [Andy Rooney](https://sms4smile.com/quotes/author/andy-rooney/) > [I happened to be spotted by a modeling agent who offered me a part-time job at 16. Everything happened very quickly after that -…](https://sms4smile.com/quotes/dia-mirza/i-happened-to-be-spotted-by-a-modeling-agent-who-offered-me-a-part/) [Dia Mirza](https://sms4smile.com/quotes/author/dia-mirza/) > [They say that Madison Avenue will only pay high dollars in advertising if they get the 18-35 age range.](https://sms4smile.com/quotes/sharon-gless/they-say-that-madison-avenue-will-only-pay-high-dollars-in/) [Sharon Gless](https://sms4smile.com/quotes/author/sharon-gless/) > [“There's not a branch of publishing or broadcasting that doesn't depend in some way on advertising. It'd be like an aquarium without water. Why,…](https://sms4smile.com/quotes/haruki-murakami/there-s-not-a-branch-of-publishing-or-broadcasting-that-doesn-t/) [Haruki Murakami](https://sms4smile.com/quotes/author/haruki-murakami/) > [I've driven people mad on films that I've made - I want more takes; I want to try new lines. Then I want to…](https://sms4smile.com/quotes/hugh-grant/i-ve-driven-people-mad-on-films-that-i-ve-made-i-want-more-takes-i/) [Hugh Grant](https://sms4smile.com/quotes/author/hugh-grant/) > [This hype word bothers me though It always sounds like an accusation, what does it mean, advertising, column inches in the press? Bands themselves…](https://sms4smile.com/quotes/holly-johnson/this-hype-word-bothers-me-though-it-always-sounds-like-an-accusation/) [Holly Johnson](https://sms4smile.com/quotes/author/holly-johnson/) > [I'm supposed to be taking time off. But I'm still writing and I have this Gap advert lined up.](https://sms4smile.com/quotes/joss-stone/i-m-supposed-to-be-taking-time-off-but-i-m-still-writing-and-i-have/) [Joss Stone](https://sms4smile.com/quotes/author/joss-stone/) > [Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the…](https://sms4smile.com/quotes/john-wanamaker/any-seeming-deception-in-a-statement-is-costly-not-only-in-the/) [John Wanamaker](https://sms4smile.com/quotes/author/john-wanamaker/) [Browse all 1,942 Advertising quotes ](https://sms4smile.com/quotes/about/advertising/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.", "creator": { "@type": "Person", "name": "Gil Penchina" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/gil-penchina/buying-a-banner-you-have-no-control-whether-ten-different-people-see/", "about": { "@type": "Thing", "name": "Advertising" }, "@id": "https://sms4smile.com/quotes/gil-penchina/buying-a-banner-you-have-no-control-whether-ten-different-people-see/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg", "contentUrl": "https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg", "url": "https://sms4smile.com/quotes/i/b04/gil-penchina-22864_advertising_buying-a-banner-you-have-no-control-whet_2969361.jpg", "width": 1080, "height": 1080, "caption": "“Buying a banner, you have no control whether ten different people see your ad once, or one person sees it…” — Gil Penchina", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Gil Penchina", "item": "https://sms4smile.com/quotes/author/gil-penchina/" }, { "@type": "ListItem", "position": 4, "name": "Buying a banner, you have no...", "item": "https://sms4smile.com/quotes/gil-penchina/buying-a-banner-you-have-no-control-whether-ten-different-people-see/" } ], "@id": "https://sms4smile.com/quotes/gil-penchina/buying-a-banner-you-have-no-control-whether-ten-different-people-see/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```