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BOB HOFFMAN TYPE A GROUP SAN FRANCISCO, CA TYPEAGROUP.COM
THE POWER OF
HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
BOB HOFFMAN TYPE A GROUP SAN FRANCISCO, CA TYPEAGROUP.COM THE - - PDF document
BOB HOFFMAN TYPE A GROUP SAN FRANCISCO, CA TYPEAGROUP.COM THE - - PDF document
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,
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WE PROMISED A MIRACLE
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“IF YOU CAN HARNESS SOCIAL MEDIA MARKETING, YOU DON’T HAVE TO PAY FOR ADVERTISING ANYMORE”
PRINCIPAL, SEQUOIA CAPITAL
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“HOWEVER BEAUTIFUL THE STRATEGY , YOU SHOULD OCCASIONALLY LOOK AT THE RESUL TS”
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“SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS”
RICHARD FEYNMAN
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THE DIGITAL DELUSION
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“…THE END OF THE ERA OF MASS MARKETING”
FORRESTER 2004
THE DIGITAL DELUSION
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“…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
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SETH GODIN, 2008
“…THE END OF TRADITIONAL ADVERTISING”
THE DIGITAL DELUSION
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“…THE POST-ADVERTISING AGE IS UNDER WAY”
AD AGE, 2009
THE DIGITAL DELUSION
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“…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
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“ADVERTISING IS DEAD”
HUFFPOST
THE DIGITAL DELUSION
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eMARKETER
THE DIGITAL DELUSION
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SMART INSIGHTS, 2018
5 CLICKS PER 10,000 DISPLAY ADS SERVED
THE DIGITAL DELUSION
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ELLEN PAO, FORMER CEO, REDDIT
“IT’S ALL TRUE. EVERYTHING IS FAKE.”
THE DIGITAL DELUSION
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THE DIGITAL DELUSION
HEWLETT-PACKARD
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AD FRAUD
$19 BILLION IN ONLINE AD FRAUD
JUPITER RESEARCH
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AD FRAUD
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AD FRAUD
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AD FRAUD
WORLD FEDERATION OF ADVERTISERS
BY 2025, AD FRAUD MAY BE WORLD’S SECOND LARGEST SOURCE OF CRIMINAL REVENUE, AFTER DRUG TRAFFICKING
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AD FRAUD
WASHINGTON POST
IN A 12-MONTH PERIOD FACEBOOK HAD TO REMOVE 2.8 BILLION FAKE ACCOUNTS.
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AD FRAUD
WASHINGTON POST
GOOGLE HAD TO REMOVE 2.3 BILLION FAKE OR FRAUDULENT ADS.
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WASTE
CEO, ANA
ONLY 25¢ OF EVERY ONLINE AD DOLLAR REACHES CONSUMERS
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ADVERTISERS ARE ALARMINGLY MISINFORMED
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HOW CAN THEY BE SO MISINFORMED?
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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.
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I DON’T KNOW ANYTHING
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PRECISION GUESSING
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“BEST PRACTICES”
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“LIFE CAN ONLY BE UNDERSTOOD BACKWARDS; BUT IT MUST BE LIVED FORWARDS”
SØREN KIERKEGAARD
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NBC NEWS
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PUBLIC DISGUST
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INEFFECTIVENESS
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BRAND SAFETY
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JOURNALISM
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NON-TRANSPARENCY
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SURVEILLANCE
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EBIQUITY
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WHERE ARE THE BRANDS?
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THE SHOPPING TEST
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PUBLIC ADVERTISING VS PRIVATE ADVERTISING
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BROADCAST
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“BIG BRANDS NEED REACH, NOT THE DIMINISHING RETURNS OF FINER AND FINER TARGETING”
2012
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“ONE OF THE GREAT BENEFITS OF MASS MARKETING IS THAT IT LACKS PRECISION TARGETING. IT REACHES ALL THE USERS IN YOUR CATEGORY.”
2013
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“DIGITAL IS INCREDIBLY EFFECTIVE AND WE’RE DOING MORE”
CEO P& G, 2013
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“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
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IN 12 MONTHS, P& G SALES DROPPED 8% ($6 BILLION)
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“WE TARGETED TOO MUCH”
CMO P& G
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“iTUNES AND FRIENDS HAVE NEARLY KILLED OFF THE RADIO”
FOX NEWS, 2011
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“TV ISN’T DYING. IT’S HAVING BABIES”
THINKBOX, UK
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THE AGE DELUSION
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PEOPLE OVER 50: “THE MOST VALUABLE GENERATION IN THE HISTORY OF MARKETING”
NIELSEN
THE AGE DELUSION
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RESPONSIBLE FOR 51% OF ALL CONSUMER SPENDING
THE AGE DELUSION
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OUTSPEND IN NEARLY EVERY MAJOR CATEGORY
THE AGE DELUSION
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BUY 55% OF CPG DOMINATE 94% CPG CATEGORIES
THE AGE DELUSION
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OUTSPEND OTHER ADULTS ONLINE 2:1
THE AGE DELUSION
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NET WORTH ABOUT 3X THAT OF OTHER GENERATIONS
THE AGE DELUSION
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BUY ABOUT 57% OF NEW CARS
THE AGE DELUSION
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CONTROL 70% OF US WEALTH
THE AGE DELUSION
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WORLD’S TOP 6 ECONOMIES
U.S. CHINA AMERICANS OVER 50 INDIA JAPAN GERMANY
THE AGE DELUSION
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BETWEEN NOW AND 2030, ADULTS OVER 50 WILL GROW AT ALMOST 3X THE RATE OF ADULTS UNDER 50
THE AGE DELUSION
AARP & NIELSEN
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PEOPLE OVER 50 ARE THE TARGET FOR 5% OF MARKETING ACTIVITY
THE AGE DELUSION
AARP & NIELSEN
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THE AGE DELUSION
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THE AGE DELUSION
10 20 30 40 50
PEOPLE OVER 50
ADULT POPULATION ADVERTISING POPULATION
47% 6%
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MARKETING BY SELFIE-STICK
THE AGE DELUSION
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THE AGE DELUSION
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THE POWER OF
HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
BROADCAST
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THE POWER OF
HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
BROADCAST
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THE POWER OF
HOW THE DIGITAL DELUSION AND THE OBSESSION WITH PRECISION TARGETING ARE HURTING ADVERTISERS
BROADCAST
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