July 30, 2015
As regular readers know, I have a basement full of oddball ideas about advertising. One of them is that "media science" may be a lot of hooey.
What if all the "precision targeting" we do is mostly unnecessary complexity masquerading as knowledge?
What if there's only one important cut we need to make when planning media -- does the person participate in our category or not?
If we're selling golf balls, the only important targeting question we have to ask is, "Does this person play golf?" If we're selling wine the only important question to ask is, "Does she drink wine?" If we sell tires the only important question is, "Do they own a car?"
All the other stuff -- their education, their income, their weight, height, and serial number, their zip code and psychosexual predelictions, the websites they visited yesterday, and the number of chickens in their backyard -- may be interesting, but what if they don't do a damn thing to make our media buys more effective?
During my semi-brilliant advertising career I would never have suggested such a thing to a client. Clients don't like oddball ideas. They are resolutely devoted to believing what everybody else believes. And everyone else believes that leveraging data to create precision targeting is the future of advertising.
I guess it would be simple enough to either prove or disprove this theory.
I'd love to see an advertiser do a split run. In one market buy media based on the usual demographics, psychographics, data-o-graphics, programmat-o-graphics, graph-o-graphics, and bullshit-o-graphics.
In another matched market run the same campaign but make the media buy based on one behavioral criterion -- does the person participate in our category or not?
I'd love to see the results.
July 27, 2015
Last year, in a post called "What Every CEO Needs To Know About Online Advertising" I wrote...
"...the online ad world is so complex and impenetrable, there may very well be types of fraud we haven't even discovered."Last week, a new kind of fraud was discovered.
According to Ad Age...
"Thousands of so-called zombie apps are infecting mobile phones, expending data usage and battery life at an alarming rate while costing advertisers nearly a billion dollars annually."A study done by Forensiq found the following:
- In a 10 day period, more than 12 million devices uploaded zombie apps. (If this is typical and projectible, in one year almost half a billion devices would be infected.)
- Apps available at the App store and Google Play store were infected. Infected apps ran on both Android and iOS devices.
- An infected app appears harmless but "can consume two gigabytes of data, severely drain battery life and run more than 16,000 ads without the user's knowledge."
- "...many of the apps were observed generating traffic through most major ad exchanges and networks, establishing 1,100 connections per minute and communicating with 320 ad networks per hour."
- "Sophisticated" advertisers like Coke, Microsoft, and Mercedes were being taken in by these criminals.Once again, the digital advertising industry has shown itself to be completely clueless and unprepared for another kind of massive fraud.
Google reportedly pulled several titles from the Google Play store after hearing of the report. I guess a little mom and pop like Google doesn't have the resources to test this crap before they offer it up to the public.
Most mobile advertising occurs within apps. Until now, naive advertisers believed that since cookies are not prevalent on mobile platforms, they were protected from the types of fraud rampant on traditional online advertising. Wrong.
The astoundingly feckless Interactive Advertising Bureau (which I am fond of calling the Inactive Advertising Bureau) said the report was "groundbreaking."
"It explores the impact in the mobile space when before the focus was on display advertising,"Huh? I'd like to know exactly what the Inactive Advertising Bureau does other than issue press releases every time they're shocked by another report of massive online ad fraud.
July 22, 2015
It's sad to see the idea of "creativity" debased and dumbed down in the advertising industry.
It's particularly sad at a time when there are so many new media types opening new opportunities to apply imaginative thinking.
A thousand years ago, when I entered the agency business, being an advertising "creative" was a reasonably noble calling.
Sure, in the civilian world -- the real world -- advertising was considered a crass and ridiculous endeavor. But inside the industry it was widely accepted that the way to make it less ridiculous was to apply heavy doses of creativity.
It was also believed that the way to be successful as an agency was to be more creative than the next guy. Even the men in suits grudgingly accepted that. As one of my former colleagues put it, the key to agency success was "harnessing immaturity."
He was right. We were immature.
We whined incessantly, cursed loudly, drank enthusiastically, screwed imprudently, and spent too many billable hours on "unimportant details."
Immaturity is an ongoing motif in the creative arts. It's what makes artists both fascinating and insufferable.
Advertising creatives often are made to feel apologetic about their immaturity. Not me. I'm proud to have been immature. And in my advanced years I am proud of the residue of immaturity that still taints my character.
I've never met an interesting person who wasn't immature. All the mature ones bore me.
The nice thing about being immature was that the people who wore the suits and made the rules were regarded by clients as the real business people (the fact that most of them contributed little but decorum to the process didn't seem to bother anyone.)
So, happily, we creatives didn't have to worry our pretty little heads about the dreary details of flow charts, or slotting allowances, or TRPs. That was work for grown-ups.
But lately, creativity has lost its charm. Everyone and everything is now said to be creative. Data analysts are creative. Media planners are creative. Project managers are creative.
Except they're not.
You know how I can tell? They're not immature enough.