BOB HOFFMAN TYPE A GROUP SAN FRANCISCO, CA TYPEAGROUP.COM
THE POWER OF BROADCAST HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
WE PROMISED A MIRACLE
“IF YOU CAN HARNESS SOCIAL MEDIA MARKETING, YOU DON’T HAVE TO PAY FOR ADVERTISING ANYMORE” PRINCIPAL, SEQUOIA CAPITAL
“HOWEVER BEAUTIFUL THE STRATEGY , YOU SHOULD OCCASIONALLY LOOK AT THE RESUL TS”
“SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS” RICHARD FEYNMAN
THE DIGITAL DELUSION
THE DIGITAL DELUSION “…THE END OF THE ERA OF MASS MARKETING” FORRESTER 2004
THE DIGITAL DELUSION “…THE :30 SPOT - AT LEAST AS IT EXISTS TODAY - IS EITHER DEAD, DYING, OR HAS OUTLIVED ITS USEFULNESS. TAKE YOUR PICK." JOSEPH JAFFE, 2005
THE DIGITAL DELUSION “…THE END OF TRADITIONAL ADVERTISING” SETH GODIN, 2008
THE DIGITAL DELUSION “…THE POST-ADVERTISING AGE IS UNDER WAY” AD AGE, 2009
THE DIGITAL DELUSION “…THE PRESENT IS APOCALYPTIC. ANY HOPE FOR A SEAMLESS TRANSITION - OR ANY TRANSITION AT ALL - FROM MASS MEDIA AND MARKETING TO MICRO MEDIA AND MARKETING ARE ABSURD. THE SKY IS FALLING, WE ARE EXQUISITELY IRRETRIEVABLY FUCKED.” BOB GARFIELD, AD AGE, 2009
THE DIGITAL DELUSION “ADVERTISING IS DEAD” HUFFPOST
THE DIGITAL DELUSION eMARKETER
THE DIGITAL DELUSION 5 CLICKS PER 10,000 DISPLAY ADS SERVED SMART INSIGHTS, 2018
THE DIGITAL DELUSION “IT’S ALL TRUE. EVERYTHING IS FAKE.” ELLEN PAO, FORMER CEO, REDDIT
THE DIGITAL DELUSION HEWLETT-PACKARD
AD FRAUD $19 BILLION IN ONLINE AD FRAUD JUPITER RESEARCH
AD FRAUD
AD FRAUD
AD FRAUD BY 2025, AD FRAUD MAY BE WORLD’S SECOND LARGEST SOURCE OF CRIMINAL REVENUE, AFTER DRUG TRAFFICKING WORLD FEDERATION OF ADVERTISERS
AD FRAUD IN A 12-MONTH PERIOD FACEBOOK HAD TO REMOVE 2.8 BILLION FAKE ACCOUNTS. WASHINGTON POST
AD FRAUD GOOGLE HAD TO REMOVE 2.3 BILLION FAKE OR FRAUDULENT ADS. WASHINGTON POST
WASTE ONLY 25¢ OF EVERY ONLINE AD DOLLAR REACHES CONSUMERS CEO, ANA
ADVERTISERS ARE ALARMINGLY MISINFORMED
HOW CAN THEY BE SO MISINFORMED?
Argentina, Australia, Austria, Belgium, Canada, Czech Republic, Denmark, Estonia, Finland, France, Germany, India, Ireland, Lithuania, Malaysia, New Zealand, Norw ay, Poland, Russia, Scotland, South Africa, Spain, Sw eden, Sw itzerland, Turkey, UK, US.
I DON’T KNOW ANYTHING
PRECISION GUESSING
“BEST PRACTICES”
“LIFE CAN ONLY BE UNDERSTOOD BACKWARDS; BUT IT MUST BE LIVED FORWARDS” SØREN KIERKEGAARD
NBC NEWS
PUBLIC DISGUST
INEFFECTIVENESS
BRAND SAFETY
JOURNALISM
NON-TRANSPARENCY
SURVEILLANCE
EBIQUITY
WHERE ARE THE BRANDS?
THE SHOPPING TEST
PUBLIC ADVERTISING VS PRIVATE ADVERTISING
BROADCAST
“BIG BRANDS NEED REACH, NOT THE DIMINISHING RETURNS OF FINER AND FINER TARGETING” 2012
“ONE OF THE GREAT BENEFITS OF MASS MARKETING IS THAT IT LACKS PRECISION TARGETING. IT REACHES ALL THE USERS IN YOUR CATEGORY.” 2013
“DIGITAL IS INCREDIBLY EFFECTIVE AND WE’RE DOING MORE” CEO P& G, 2013
“EFFECTIVENESS AND IMPACT OF OUR ADVERTISING SPENDING WILL BE WELL AHEAD OF THE PRIOR YEAR…AN OPTIMIZED MEDIA MIX WITH MORE DIGITAL, MOBILE, SEARCH AND SOCIAL PRESENCE” CFO P& G, 2014
IN 12 MONTHS, P& G SALES DROPPED 8% ($6 BILLION)
“WE TARGETED TOO MUCH” CMO P& G
“iTUNES AND FRIENDS HAVE NEARLY KILLED OFF THE RADIO” FOX NEWS, 2011
“TV ISN’T DYING. IT’S HAVING BABIES” THINKBOX, UK
THE AGE DELUSION
THE AGE DELUSION PEOPLE OVER 50: “THE MOST VALUABLE GENERATION IN THE HISTORY OF MARKETING” NIELSEN
THE AGE DELUSION RESPONSIBLE FOR 51% OF ALL CONSUMER SPENDING
THE AGE DELUSION OUTSPEND IN NEARLY EVERY MAJOR CATEGORY
THE AGE DELUSION BUY 55% OF CPG DOMINATE 94% CPG CATEGORIES
THE AGE DELUSION OUTSPEND OTHER ADULTS ONLINE 2:1
THE AGE DELUSION NET WORTH ABOUT 3X THAT OF OTHER GENERATIONS
THE AGE DELUSION BUY ABOUT 57% OF NEW CARS
THE AGE DELUSION CONTROL 70% OF US WEALTH
THE AGE DELUSION WORLD’S TOP 6 ECONOMIES U.S. CHINA AMERICANS OVER 50 INDIA JAPAN GERMANY
THE AGE DELUSION BETWEEN NOW AND 2030, ADULTS OVER 50 WILL GROW AT ALMOST 3X THE RATE OF ADULTS UNDER 50 AARP & NIELSEN
THE AGE DELUSION PEOPLE OVER 50 ARE THE TARGET FOR 5% OF MARKETING ACTIVITY AARP & NIELSEN
THE AGE DELUSION
THE AGE DELUSION PEOPLE OVER 50 50 47% 40 30 20 10 6% 0 ADULT POPULATION ADVERTISING POPULATION
THE AGE DELUSION MARKETING BY SELFIE-STICK
THE AGE DELUSION
THE POWER OF BROADCAST HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
THE POWER OF BROADCAST HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
THE POWER OF BROADCAST HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
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