April 26, 2017
When I am finished speaking at a conference or advertising event people often ask me how I can be so sure I'm right and other people people are wrong.
The answer is, I'm not.
I spent 41 years in the agency business. I worked on some very big brands including McDonald's, Toyota, Bank of America, AT&T and others. And I had a pretty successful career and did some reasonably successful work.
But that doesn't make me sure of anything. One thing I learned about advertising is that when you're trying to anticipate human behavior -- which is what marketers and advertisers do -- there are no sure things. All there are are likelihoods and probabilities.
This is why I am highly skeptical about what I hear and read from advertising and marketing experts these days. Particularly those of the digital stripe.
They tend to be awfully sure of themselves and very dismissive of those who disagree with them. They also tend to have a lot more opinions than experience.
It is certainly possible that they are brighter than I am and have more insight into consumer behavior. But, to be honest here, I really don't think so.
I've been asked to do a lot of interviews lately (it probably has something to do with the shit-storm over online advertising that the last six months has produced and my sudden promotion from idiot to genius.) Sooner or later, the interviewer usually gets around to this question: Why do you write your blog?
It's a good question for someone who's been out of the agency business for four years and is supposed to be quietly retired and planting tulips or something.
And as I think about it, it becomes pretty clear why I continue to do this. I believe we marketers think we know a lot of things that we don't really know. I think we do a lot of faking. I know I certainly did, and I don't think the average marketing person is that much smarter than me.
I think it's important that we have more humility and understand that there's a lot about human economic behavior that we don't understand. I like to point that out. I like to find the contradictions and expose the weak points and the phonies.
I see my job as making marketers uncomfortable. It doesn't make me popular, but I hope it heartens some people who feel the same way I do.
April 20, 2017
Okay, this time they really mean it. TV is about to die.
Don't believe me? It's right here in Ad Age in black and white, another fucking article entitled "TV May Actually Die Soon." Can you believe this?
I'm just wondering how many Ad Age stories there have been over the past 15 years about TV dying?
Will they ever figure out that regardless of what the marketing and media geniuses have to say, people like television. How fucking difficult is that to understand?
As we all know, online viewing of video is "killing" traditional TV. "Nobody" watches live TV anymore. Everybody is watching video online.
That's what we've all learned from going to conferences and listening to media, marketing and digital geniuses speak. It's what we read in the trades and in the press every day.
Only problem is, it's all bullshit.
A new study released by comScore shows that of households with both traditional TV and OTT (video delivered over the internet) for every hour spent with online video people spend about 5 1/2 hours with traditional TV.
Even the top 20% of online video users spend twice as much time with traditional TV.
The bottom 50% of online video streamers, watch 98% of their video on traditional TV.
Despite the fact that Netflix has almost as many subscribers as all cable TV companies combined, and more households have Netflix than a DVR, comScore says,
"Traditional rules the roost in terms of time spent, as OTT continues to act more as supplemental viewing..."Then there's this. A report by Pivotal Research Group last week said,
"...despite the significant growth in access to SVOD (Subscription Video On Demand, e.g., Netflix, Amazon Prime, Hulu) services over the past few years, consumption of traditional TV programming has not been affected to the degree that many might expect...any expectations around the 'death of TV' because of SVOD services are likely overstated."Meanwhile, viewership of national news programming is surging. Once again, according to Pivotal,
"YTD viewing of all news-related programming on national media properties is now +12%."Last week it was up 23%.
As I speculated last year, what's likely to happen is that the internet media companies who don't call themselves media companies (Google, Facebook, Amazon, Apple) who have all the money in the world, are likely over time to buy up TV properties. This is starting to raise its head in the recent Amazon-NFL $50 million football deal.
I'm afraid we're all going to be dead long before TV is.
April 17, 2017
If you've ever doubted that most marketers are clueless, fad-jumping nitwits who drool at any shiny object, I have two words for you -- Pokémon Go.
A reminder, this was just a few months ago...
Every stupid fucking fad that comes along is now "disruptive," "game-changing," and "the future of marketing." What a clown show the marketing industry has become.
April 12, 2017
The Great Pepsi Bloodbath of last week had one salutary effect -- it helped divert our attention from the YouTube "brand safety" scandal.
We could all pretend how shocked we were at Pepsi's stupidity instead of pretending how shocked we were at adtech sleaziness.
Six weeks ago, if you had said that online advertising was a corrupt and dangerous pile of shit, all the experts would have looked at you like you had three heads and called you an ignorant dinosaur (believe me, I know.)
Today, these same geniuses are suddenly shocked and outraged by the problems of adtech and are calling for big changes. All it took were a few headlines and promptly everyone who had been working the online ad hustle for the past 10 years was shocked...shocked, I tell you.
As Andy Ball said in Ad Age recently...
"The same folks that took their clients off-roading into digital land in the first place -- initially bouncing through the well-documented shortcomings of display, and now crashing into the emergent problems with programmatic buying....Suddenly, agencies want answers from publishers."It is painful to listen to the people who have been making excuses and cashing checks for years now bemoaning the terrible state of the industry and how we've all been victimized by the terrible people at YouTube.
Along with these bozos are the outraged CMOs who have been asleep at the wheel and had to wait for the news media to tell them what they should have known years ago.
What a load of crap.
Online advertising has not changed in the past 6 weeks. The corruption, fraud, deceit, absence of responsibility and accountability that have plagued it for years did not suddenly appear in February.
I don't know what's worse, listening to nitwits tell us how amazing online advertising is or listening to their sudden squeals of disapproval.
You have to laugh as the phonies who have been selling their clients delusional horseshit about online advertising for over a decade are suddenly demanding to see the manager.
April 07, 2017
In light of the cacophony of yakking about this week's Pepsi debacle, I thought it would be a good idea to remind everyone that Pepsi cluelessness is nothing new. Here is a piece I wrote back in 2013 that did a pretty good job of presaging the hijinks of the past week. Pepsi stupidity is something you can always count on...
January 10, 2013
One of the great things about the marketing world is that if things get really bad, if everything is caving in around you, if your whole world is crumbling and you desperately need a laugh, you can always Google "Pepsi marketing" and have yourself a hearty chuckle.
Just spend a few minutes rooting around in their amazing alternate universe and you're sure to find a treasure trove of fun, guaranteed to put a smile on your face.
Here at Ad Contrarian Labs, we have been chronicling the wonderfully entertaining, yet seriously preposterous, goings-on at Pepsi for years. And every time we think it can't get any more silly, we are proven wrong.
As we predicted years ago...
"PepsiCo's soda business is in the midst of an epic, historic collapse."...said Business Insider a few weeks ago. They went on to report...
"In Q3 2012, volume at its American division declined 3%, driven by a 4% decline in North America. There was a 7% revenue decline to $5.5 billion. In March 2011, Pepsi was humbled as Diet Coke became the nation's No.2 favorite drink behind Coke, and Pepsi slipped to No.3. Diet Pepsi is only the 7th most-drunk soda in the U.S."Gosh. Whodathunkit?
Apparently, in the ever more ludicrous lexicon of brand babble, brands no longer have "DNA", now they have "soul."
It seems that innovation has not been coming out of Pepsi's "brand soul." It's been coming out of the elevator, or the janitor's closet or something. Now they are searching for the brand's soul and -- pop -- out will come the innovations. Sounds like fun.
I wonder how much some brilliant branding consultant is going to charge them to find the brand's soul? Personally, I wouldn't do it for less than 2 million.
"...that people running a brand share a "sense of being" with its buyers"As a sometime Pepsi buyer, it is very clear to me that the people running the brand and I do not share a sense of being. I'm not even sure I have a sense of being anymore. I think I lost it. Maybe Pepsi can give it back to me. Sometimes at about 3 a.m. I have a sense of peeing. But I don't think that's what they mean.
"... form "one big force" sharing the same goal..."Gosh, imagine if I shared a goal with a soda brand team. What an awesome life it would be. We'd be "one big force."
The Pepsi brand team and little ol' me. My friend, it's a carbonated dream come true.
April 05, 2017
A few weeks ago, the executive committee here at The Ad Contrarian Global Center for Horseshit Detection coined a term - virtue hustling. We defined it as the practice by marketers of attempting to convince us barbarians of how wise and virtuous they are.
You see, these corporations are full of love for all of global humanity and treat us all with respect and reverence. Especially in their advertising. Especially if you're young and beautiful.
Pepsi, who you can always count on to jump with both feet into whatever the idiotic marketing or cultural obsession of the week is, has taken this unpleasant new gimmick to its logical absurdity.
If you haven't seen this thing yet, you're in for a treat. It is, perhaps, the worst piece of inauthentic crap I've seen in a long time. Try not to barf.
Our story so far...
...a zillionaire supermodel, responding to an entreaty by an Asian musician, fosters world peace and general elation among cheerful and beautiful young protestors of every sex and color by giving a Pepsi to a cute police officer while a tortured-artist-Muslim-photographer-woman finally gets her big shot.
However, when you decode the spot you get a whole different story -- all you people of color can prance about all you like but it takes a beautiful white girl to really make something happen.
This is as real as it gets in that special universe that marketers live in and that Pepsi marketing in particular has come to symbolize.
The wonderful thing about this whole exercise in crass stupidity is that it was created by Pepsi's in-house content studio. According to Digiday, Pepsi "hopes (it) will let marketers, not agencies, sit in the creative driver’s seat." Yeah, that's the ticket. Let the waiters do the cooking!
How completely insanely clueless do you have to be to create a "protest march" in which everyone is beautiful, everyone is under 25, and no one is angry? And someone is holding a sign saying "Join the conversation." Really? Join the fucking conversation?
You may now feel free to un-join the conversation.
April 04, 2017
"A new study of media and attention by Nielsen Co. confirms what has now become conventional wisdom: Smartphones are winning and traditional television is losing..." Fortune, 2015Not exactly.
Nielsen's Total Audience Report for the 4th quarter of 2016 just arrived and it has some interesting stuff in it. First have a look at this chart.
While time spent with Smart Phones has more than doubled in 2 years, time spent with TV, DVR's and Radio is remarkably stable. (You'd never know it if you read horseshit like this 2 years ago.)
Observation tells us that a lot of time spent on cell phones is done during commutes, in restaurants, or standing around waiting for the fat guy to finish up in the men's room. It is not replacing other media occasions, it is inventing new ones.
Smart phones seem to be a last choice for viewing video. Here's a chart I put together from Nielsen's figures illustrating how people watched video last quarter.
Viewing of live TV still dwarfs all other types of video consumption combined.
April 03, 2017
Today is Opening Day for most of the baseball world. Here is my customary Opening Day post.
The world is a complete fucking mess. Somewhere, an asteroid is heading toward Earth. Web pornography is warping the minds of our children. Grown men and women are relentlessly tweeting each other. Yes, my friend, the end is near.
But who gives a damn?
It's Opening Day. I'm going to have a hot dog and a beer. I'm going to sit in the sunshine till the back of my neck is red and raw and my ass stings like a shot of tequila on a bad patch of strep throat.
What the hell, I'm having two hot dogs.
Once a year, every aspect of life should have an Opening Day. Every business should have one. Every friendship should have one. Every family should have one.
A day when everything starts over. When all of last year's successes and failures go into the record book, no longer a matter of life and death, just a matter of history. A day when the slate is clean and the possibilities are unlimited. A day when you call in sick-and-tired; when you leave the iPhone in the glove compartment; when you go somewhere where the grass is perfect and the people are unaccountably cheerful.
It's Opening Day. Let's play some ball.
March 27, 2017
Let's forget for a minute about the growing Google scandal.
Let's forget the kickback scandal unearthed by the ANA.
Instead, let's go back to first principles and focus on the nature of online advertising, and why - at its core - it has become a corrupt and dangerous thing.
It all started with a big fantasy. The fantasy was this -- people would want to interact with online advertising.
We were told that online advertising would be far more effective than traditional advertising because it would be interactive. This fantasy lived for a few years until reliable data arrived and it became clear that consumers had virtually no interest in interacting with online advertising. In fact, click rates (the only possible way to interact with online advertising) were so low, platforms like Facebook refused to divulge them.
There are two ways online publishers make money - traffic and clicks. In light of the indifference consumers were demonstrating toward display advertising, publishers needed to find a way to generate traffic and/or clicks to attract advertisers and make money.
A crisis was averted when they hit on a solution: Disguise advertising as something else.
When you see a TV commercial, a billboard or a magazine ad, there is no question what it is. It is an attempt to sell you something. These ads may be annoying, stupid, or tiresome but there is no doubt about the nature of what they are or what their motives are. They are ads and they want to sell you something.
Online advertising is different. It has become devious, non-transparent, and unscrupulous. It is intentionally confusing and its motives are often unclear. It does everything possible to hide its real intent.
Yahoo is in the top 5 websites in the U.S. by visitor count. Here is a a screen grab from this morning's (as I write this) front page news feed.
Yahoo also deceives us about the security of our personal information. According to Yahoo...
“...we have a deep understanding of the threats facing our users and continuously strive to stay ahead of these threats to keep our users and our platforms secure...”
But according to The New York Times, in 2014 Yahoo's chief of security recommended some changes that would make their platform a lot more secure by employing "end-to-end" encryption.
This initiative was thwarted by the person who runs their email and messaging services because "...it would have hurt Yahoo’s ability to index and search message data..." That means simply this -- they wouldn't be able to read our email and target us with advertising accordingly.
The result? Last year Yahoo announced that half a billion accounts had been hacked.
Google earns its money by misdirection. When you search for "Gloves" as I did here, you get an ad disguised as a search result.
Unless you happen to notice the word "sponsored" in the upper right corner, and happen to know that by "sponsored" Google actually means "this is an ad" you would believe you're getting a search result.
Google has made a minimal effort to identify ads (as is required by regulation) including a little yellow "ad" badge on most paid ads. However, the overall look and feel of the ads is so similar to search results that half the people can't distinguish between a paid ad and a legitimate search result. There is only one possible explanation for this - Google is intentionally blurring the lines.
This is not the only way Google strives to deceive. According to The Wall Street Journal, the Federal Trade Commission has reported "... Google Inc. manipulated search results to favor its own services over rivals’, even when they weren’t most relevant for users...the FTC’s bureau of competition found evidence that Google boosted its own services for shopping, travel and local businesses by altering its ranking criteria and “scraping” content from other sites. It also deliberately demoted rivals."
The Wall Street Journal also recently reported that "ads for products sold by Google and its sister companies appeared in the most prominent spot in 91% of 25,000 recent searches related to such items."
Facebook uses the names of its users to create phony testimonial ads which falsely imply that your friends and family are endorsing the brands in question. This practice amounts to hijacking user identities and disguising them as product endorsements. The ad below appeared in my Facebook feed today.
I have contacted both Nathan Krinsky and Susan Tillem, the people referenced in the ad, and have confirmed that neither of them knew they were being used in this way.
When Mr. Krinsky was questioned about this his response was, "how did they get my name?" He said he had no awareness of their using his name, he did not give permission nor did he "like" the advertiser.
Actually, he did give permission but didn't know it. The permission for them to engage in this deceptive practice is buried deep in the agreement he signed when he opened a Facebook account.
There is only one explanation for this -- Facebook is intentionally exploiting a legal loophole to deceive us into thinking our friends are endorsing products which they are not endorsing.
Many of the ads in my current Facebook feed are identified as "suggested posts." I wonder what language it is in which "suggested post" means "ad?" As usual, they are doing their best to confuse what is an ad and what is not.
Social Media is a gross abuser of reasonable advertising standards. The most dangerous outcome of this has been the perversion of the news industry.
First is fake news. The ability of fake news to make money for its creators is enabled by adtech (the automated buying and selling of advertising space.) In very simple terms, a fake news story runs on a social media platform, attracts traffic and clicks, which signals programmatic (automated) systems to buy advertising on the site. Below is an egregious example of a "successful" fake news story.
A second corruption of journalism is the ascendancy of clickbait. Since online publishers only make money from clicks and traffic, the use of clickbait tactics to attract traffic has become more economically rewarding than good journalism.
In the current model, good journalism can actually have a negative economic effect. The valuable people you attract through good journalism are tracked and re-targeted to at a lower cost site. Or your story is hijacked, aggregated and republished somewhere else. You'll never believe what happens next!
Third is the development and acceptance of "native advertising" as a legitimate form of journalistic activity. Despite its euphemistically lovely name, native advertising is nothing but advertising disguised as news.
Legitimate news organizations, desperate to make money at all costs, have been seduced into producing and running thinly disguised advertising pieces masquerading as news. The rot has gotten so deep that some once-reputable news organizations have actually set up studios for the creation of this crap, and are going so far as to oversee its wide dissemination on social media channels on behalf of its clients.
It's hard to overestimate the damage that online advertising has had on the credibility of our news media. The fact that we have a populace that no longer knows what to believe from a media industry they once trusted, is not an accident.
Advertising and marketing people are generally good, hard-working people with worthwhile motives. We want to help our clients and we don't want to damage people or society. But we have been sleepwalking on a slippery slope of deviousness and deceit that has been advanced by a tech culture which has embraced - let's not kid ourselves - an ethos of malleable ethics.
There is decay, corruption and deceit now sitting at the heart of online advertising.
March 23, 2017
Adidas made some headlines this week when their new-ish ceo announced that they were no longer going to use television advertising and were going to put all their advertising money online.
The purpose of this move, according to the ceo, was to quadruple online sales in the next 3 years.
A few thoughts:
- First, this doesn't sound like a change in ad strategy as much as a change in business strategy.
"All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately 1 billion (euro) to 4 billion (euro) and create a much more direct engagement with consumers."
From this language, it sounds like Adidas is switching from a typical retail sales strategy to an online direct response strategy.
- The only problem is, from numbers I've been able to dig up, only 6% of their sales are online. Adidas annual sales are about $17b, about $1b of which is the result of e-commerce. The risk-reward element seems completely out-of-whack to me. Do you really want to spend 100% of your advertising money to support 6% of your sales?
- This change in strategy could cause serious erosion of distribution at retail. I doubt that retailers will be happy about Adidas spending all its money to support its own online store sales and no money to support theirs.
- Over several decades, Adidas has spent hundreds of millions - if not billions - on TV and other traditional ad media. In so doing it has established a successful and well-known brand. Milking the brand of its value by converting it to direct response may provide some short-term sales lift, but is likely to do damage long-term.
- By the way, what TV advertising? I watch almost nothing but sports on TV and in the recent past I can't remember the last time I saw an Adidas spot. This means one of three things: either the whole "no more TV" stuff is horseshit, or their media buying is lousy, or their creative is so weak I can't even remember it.
- Or maybe he is not envisioning a refocus to direct response and believes he can boost all sales with a purely online advertising effort. Let's do some math.
In the past year, Adidas grew by 16%. Projecting that growth over the next 3 years they would be at about $25.5 billion in sales. Quadrupling their online sales without growing their retail business would leave them with about $20 billion in sales. So even if they achieved their magnificent online growth, they still have to grow their retail business by about 10% annually to get to that $25.5 number. I'm curious to see how well they can do at achieving 10% annual growth in offline sales with 100% online advertising. This should be fun.
March 20, 2017
When I'm shooting my mouth off at some conference the question I get most frequently is this, "What's the future of advertising?"
I have no fucking idea what's going to happen 10 minutes from now, how the hell am I supposed to know what's going to happen "in the future," whenever the hell that is? For all I know, someday someone might click on a banner ad. Who knows?
But conference goers and press reporters can't help asking that question. They've been trained to do this by marketing yappers.
You see, marketing gurus are usually so confused by all the horseshit generated by their industry that they can't even figure out what's happening now. So they've learned to hide in the future.
The great thing about talking about the future is that you don't have to know anything. You just make shit up and nobody can refute it.
And when the future comes, who's going to remember the baloney you predicted 10 years ago? Meanwhile you make a lot of money and get a lot of press with impressive sounding horseshit.
This strategy also works great for CMOs...
BOSS: Why is business so shitty?
CMO: Well, we're preparing for the future...Sadly, when the future shows up 18 months later and business is still shitty the CMO gets thrown out on his ass and is replaced by some other nitwit who thinks he knows what the future looks like.
The present, on the other hand, is a dangerous place. It's a place with actual facts. There's accountability. When you say something about the present there's a way to check on it. So if you're a buffoon with a Powerpoint and a bag full of clichés stay away from the present. Nothing to see here. Head for the future - it's your happy place.
One of my personal policies when I do talks is to never talk about the future. The present is bad enough. The only time I do so is to ridicule predictions made by marketing geniuses. Always good for a few laughs.
I try only to speak about what's currently happening. Not horseshit about stuff that may or may not happen in 10 years. A good deal of what I talk about is how different the present is from the once certain predictions of marketing futurists.
I go to a lot of conferences (hey, it's a living) and I have to listen to a lot of speakers. It's pretty easy to know pretty quickly who the bullshit artists are. They're the ones who are telling us what the future is going to be like and warning us that we'd better be ready for it or we'll be left behind. And being ready for it usually includes buying into some baloney they're selling.
The futurists know nothing that you don't know. Well, I'm wrong. They know one thing - they know how to turn bullshit into a speaking fee.
And they always have an escape valve. When you point out that a prediction of theirs was 100% dead-ass wrong, they give you this -- "just wait, you'll see."
In other words, they kick the can farther into the future. It's a no-lose proposition.
So I have some predictions to make about the future...
- Social media will replace advertising
- The 30-second spot is dead
- Google glasses will be everywhere
- TV will die
- QR codes will change advertising
- Interactive TV will be huge
March 15, 2017
A coalition of advertising trade associations joined the Trump administration yesterday in calling for the rejection of an FCC regulation created to protect consumers by restricting the collection and sharing of personal information by internet service providers like Comcast and AT&T.
The regulation would have given consumers far more control over their personal information by requiring them to opt-in before the ISPs could use or sell their personal information.
The actions of the advertising industry in this instance are deplorable -- but hardly surprising. The ad industry is losing its grip. We can't control ourselves.
Jonathan Schwantes of the Consumers Union has said, "Consumers deserve to know—and have a say in—who is collecting certain information about them and how it’s used."
Listen to this bullshit from the 4A's, AAF, ANA, DMA and IAB...
"Without prompt action in Congress or at the FCC, the FCC's regulations would break with well-accepted and functioning industry practices, chilling innovation and hurting the consumers the regulation was supposed to protect."Yeah, right. Well-accepted practices like stalking us, selling our personal information to the highest bidder, enabling creeps and criminals to hack info about us. We wouldn't want to deprive them of innovations like that. Heck no.
It's not bad enough that the amount of information online marketers and media companies now have about us is alarming. Now we have to let Comcast and AT&T into our pants.
Adtech - the computerized media exploitation of the fruits of tracking - is allowing criminals to steal our personal information, and governments to spy on us by tapping into marketing data. It is destroying our trust in the news, and repulsing our customers.
What is it going to take to make the ad industry understand what we are enabling?
Everything the ad tech industry and the online media honchos have ever told us about privacy and security has turned out to be 100% undiluted horseshit. They are incompetent, irresponsible, and dangerous. They cannot be trusted with private information about us.
It's time for sensible, responsible people in the advertising and marketing industry to get off their asses and do something about this.
Along with some others, I am speaking at the World Federation of Advertisers next month in Toronto on the subject of tracking and adtech. It will be an audience of hundreds of the world's largest marketers who are unlikely to be sympathetic to my point of view.
I can't wait to give it to them with both barrels.
March 13, 2017
This is one of those blog posts you write when you’re on a transatlantic overnight flight and you haven't slept a fucking wink and you’re groggy from taking way too many drugs that aren't doing shit.
But you have to be alert when you land because you have all kinds of obligations that you foolishly agreed to when you imagined a pleasant flight with kindly air hostesses pouring champagne, and a gentle few hours of nocturnal reverie, instead of a smelly dark cabin with the faint aroma of fresh-squeezed urine emanating from every closed door.
Yeah, one of those posts.
So if I get a few details wrong, like what decade I’m talking about, I don’t want any shit from you people. Please click this button if you agree to our terms.
So while I was not sleeping, I was thinking that every decade I worked in the ad business there was always a miracle that was going to make advertising finally reputable, orderly and grown up. A real honest-to-god business with predictable and reliable outcomes.
In the 70’s, the miracle was marketing. Suddenly every agency was flush with freshly minted MBAs right out of the best schools in the country. Mostly they were nicely scrubbed frat boys who made us street rats feel somehow inadequate. They had actually read books about advertising and spoke a language that was impressive if you didn’t listen too closely. Sadly, they were mostly dumber than stumps but luckily they weren't allowed to do too much damage.
By the 80’s the frenzy over the MBA’s had grown stale as it turned out that their only reliable competence was for choosing the right wine. The 80’s gave us the miracle of research. Out of some dank and pungent caves in the basement of your client’s headquarters emerged a new species of researcher. They were proto-nerds. They had all the characteristics of nerds but none of the charm. They had no idea what any meeting was going to be about but somehow came armed with studies to refute whatever it was you were planning to advocate. It was a kind of bizarre and evil ESP.
Bless Jay Chiat’s heart, he saw to it that by the time the 90’s rolled around the client research people were sent to bed without dinner as the research function was cleverly ripped away from them through the genius of account planning. See, you research geeks view everything from the company’s standpoint. We ad geniuses see it from the consumer’s standpoint. This became one of the greatest misdirection operations in advertising history and the power of its brilliance can be seen in many agencies yet today as account planners are still allowed to walk the halls and, in some compassionate agencies, even speak.
But planning's Decade Mirabilis ended abruptly as the year 2000 approached and online advertising became the new miracle. The web was the answer that everyone needed. The agency industry was tired and lifeless. Clients were restless and cranky. Advertising was stale and expensive. We needed something new, modern, exciting, and cheap. We also needed something that no one had a fucking clue about so we could make shit up. Something that we could build all kinds of dreamy expectations around. Online advertising was a godsend for everyone. Until it turned out to be a devilishly clever bento box of lies, fantasies, crime and mark-ups.
In our current decade we're finally on to a true miracle - data. At last, a scientific-smelling miracle that will make advertising reputable, orderly and grown up. A real honest-to-god business with predictable and reliable outcomes!
Yeah, and I’m the fucking Queen of France.
And While I'm Being Cranky...
...if you haven't yet listened to my interview with Marketing Today, do so now. Here.
March 08, 2017
March 07, 2017
If we had access to the internal financials of WPP, IPG, Omnicom, Publicis and Dentsu, here's what I think we would find.
We would find that in the past decade they have invested heavily in technology, data and analytics and not at all in creativity.
In fact, I would bet the farm that in each of these holding companies the proportion of salary devoted to the creative area has dropped in the past decade.
The financiers, accountants, investors, and Wall Street wise guys who now control the ad business are betting on the wrong horse. There is only one element of marketing at which agencies have an advantage over other suppliers -- creativity.
Consultants can provide clients with better strategy; data and analytics companies can provide clients with better numbers; "martech" companies can provide better technology services. But no one can provide better creative ideas.
And yet agencies -- who are always telling clients that they need to differentiate -- are de-emphasizing their only unique differentiator.
The Pivotal Research Group reported this week that clients are starting to bring programmatic media buying in-house. This is not a good sign.
They surveyed 200 of the world's top advertisers and found that 15 had established in-house media operations. Pivotal called it a "relatively significant escalation from the last time we explored the topic." But they concluded that "we expect to hear of more marketers participating in such activities. But at the same time, we also expect that the depth of involvement many of them will have with agencies may expand as well."
I'm not so sure. It seems to me that there is a slow but steady leakage of marketing services away from agencies and toward either specialized firms or in-house operations.
Agencies are diversifying into areas at which they have disadvantages, and are letting the one area at which they have a distinct advantage languish. This is just plain bad strategy.
New media types, new communication models, and new media distribution modes are developing every day. Agencies are hiring for the technological aspects of these new practices. But the real winners will be the agencies with creative ideas to make these new modes come to life.
Circumstances change but principles don't. The ad industry is first and foremost about ideas. Any agency that believes technology can mask an insufficiency of imagination is looking for trouble.
March 02, 2017
A few months ago I was contacted by one of the world's largest marketing companies. No names.
They were instituting a review of several brands and wanted my advice on how to properly conduct a review. I spoke to the global head of this and the worldwide head of that.
I gave them my advice in one sentence. Look for the agencies that make the best ads. All the rest is trivial.
Marketing today is a battle to be noticed. There is so much of it. It is so loud and so relentless. There are so many ways to throw money away.
But the worst way to throw money away is by doing invisible advertising. What is invisible advertising? It is advertising that looks, sounds, and smells like everyone else's advertising. It has no impact and leaves no trail. It appears and disappears in a second. It is a total waste of money.
We have become so focused on irrelevancies that we have forgotten the first principal of advertising -- it doesn't matter how well you sing if no one hears you.
Here are some ways advertisers wind up with invisible advertising:
1. Confusing strategy with execution. They spend six months on strategy and three weeks on execution. They think that because they have a strategy that has been tested to death that their work is done. Their work has not even begun. The consumer never sees your strategy statement or your briefing documents. All she sees are your ads. And if your ads suck, the whole thing sucks.
2. Doing "360˚ media." This is one of the biggest and dumbest of the media clichés. First of all, no one can afford to do 360˚ media. Second, it's counter-productive -- you wind up sprinkling a little media here and a little there and have no impact anywhere. It is far better to do one medium well than 10 media poorly. The objective of media strategy is to find a way to have maximum impact, not maximum dabbling.
3. Digital first: Of all the dumb ways to piss away dollars, this is the dumbest. It is the equivalent of choosing the medicine before you know what the ailment is. You would have to be an imbecile to have an ideology that advocated for "bus sides first." The medium needs to fit the objective. But, as always, when it comes to online advertising all the rules of logic and prudence have been suspended. It is perfectly ok these days to have the answer ready before you know the question.
There is only one aspect of advertising that is absolutely critical -- you must be noticed. That means you must make good ads.
Dave Trott had a great piece about this a few days ago. As Bill Bernbach said - "If nobody notices your ad, everything else is academic."
There are plenty of sins we advertisers commit. But the most costly sin of all is to squander our money running invisible advertising.
February 27, 2017
The most recent issue of the Harvard Business Review has an article called, god help us, "What’s The Value Of A Like?"
It's about a study that four professors and associate professors did on how "liking" a brand on Facebook affects behavior.
This article seems at least 3 years out of date since I think it's now pretty clear even to unreconstructed social media maniacs that "likes" have no value.
Apparently the article was spawned by a horseshit study done by comScore and Facebook...
"...A recent influential study by comScore and Facebook found that compared with the general population, people who liked Starbucks’s Facebook page or who had a Facebook friend who liked the page spent 8% more and transacted 11% more frequently over the course of a month."The Harvard Business Review article correctly pointed out the flaw in this nonsense...
"...that study and others like it contain a fatal logical flaw: those who already have positive feelings toward a brand are more likely to follow it in the first place, and that’s why they spend more than nonfollowers."Or as I wrote seven years ago...
"People not trained in research or logic often have trouble understanding the difference between correlation and causality... it is clear that a Facebook fan is worth more than an average user. But it is not clear that this has anything to do with being a Facebook fan. It may just be that Facebook fans are typical brand loyalists and that all brand loyalists are more valuable, whether they are Facebook fans or not."Without getting too deep into the HBR article, it reaches some not-very-surprising conclusions, and one spurious one. First the obvious ones:
- "The results were clear: Social media doesn’t work the way many marketers think it does. The mere act of endorsing a brand does not affect a customer’s behavior or lead to increased purchasing, nor does it spur purchasing by friends."
- ."..it would stand to reason that a social media user who endorses a brand on Facebook would be more likely to buy it. Yet that’s not what we found. Across 16 studies, we found no evidence that following a brand on social media changes people’s purchasing behavior."
- "...liking a brand on Facebook had no enhancing effect on the purchasing habits of friends.
- "...merely liking a page did not change behavior."
Then the professors go off the rails...
"The good news is that there is a way to convert likes into meaningful behavior, and it’s straight out of the 20th-century marketing playbook: advertising."This is tricky because they're right about advertising, but wrong about the "convert(ing) likes into meaningful behavior" crap.
Here's what they did. They took a group of people and invited half of them to like a certain brand on Facebook. Then they studied the behavior of the "liking" group and compared it to the control group that wasn't invited to like the brand.
What did they find? "...we found no difference in behavior."
So far, so good.
Then they fed ads to the "liking" group. What did they find? This group reported 8% more of the desired behavior.
Their conclusion: "...our research suggests that marketing on social media will be ineffective if it uses only pull tactics. The modern social media marketing playbook should combine new and traditional approaches."
Bullshit. That's a lot of jargon-y claptrap to mask what the the study really demonstrated -- that advertising was effective at changing behavior and "likes" weren't.
There was only one variable that created effectiveness - advertising.
All the "combine new and traditional approaches" and "modern social media marketing" hogwash is just obfuscation designed to soften the real results of their study -- that the value of a "like" was zero and the only variable they could find that made a difference was advertising.
Sadly, there was another flaw in the study that renders it useless. They didn't actually find any behavioral change. All they found was reported behavioral change.
In other words, it was self-reported baloney. And it was the lowest form of self-reported baloney -- the online kind. There isn't a reputable institution in the world who would accept this horseshit as valid science.
The only place that self-reported nonsense is acceptable as factual and publishable is in the silly world of marketing. Oh, yeah...and apparently, Harvard.
February 23, 2017
There is an annoying new imperative in the ad business that seems to have had a big moment recently at the Super Bowl.
It's the compulsion of brands to rub our noses in their virtue.
Now, believe me, I have nothing but the highest regard for people, institutions, and companies that do good work. But I have nothing but contempt for brands that hook their "brand purpose" to trendy causes and then do the opposite. You listening Audi?
Don't pitch me your high-minded Super Bowl bullshit about what to "tell my daughter" when you have zero women on your management Board. I know what to tell my daughter. It's to stay away from bullshit artists like you.
Corporations that tie their supposed virtue to trendy causes are annoying. Those that do it and then practice the opposite are trash.
Doing what's right is not an after-school project, it's your responsibility. So do what's right and then shut up about it.
When I give money to charities, causes, or people in need I don't put up billboards. I don't want kudos for my noble principles. I just want to be able to sleep at night.
Do you, as a company, have certain values? That's great. Support them with money and actions but, please, leave me out of your self-regard. Do it because it's the right thing to do, not to impress me with your nobility.
Virtue-hustling is just one example of the old school psycho-babble trope of "laddering-up" of consumer benefits. Often to the point at which they have no relationship to the product at hand.
It goes something like this: Shin-E-Flor makes your floors shinier, which makes your house nicer, which makes your family happier, which makes life better, which makes your dreams come true. Ergo, Shin-E-Flor makes your dreams come true.
It is very easy to talk yourself into this nonsense, and usually a really bad idea.
When I was a creative director I would often get synchronized eye-rolls from my staff when I insisted that the two most important words in advertising are "be specific." They all wanted to make ads about how our new vacuum cleaner nozzle made life better. I wanted to make ads about how it picked up more dirt.
My predilection for specificity was reinforced this week. Although I'm a little out of practice writing ads, I still have to write headlines for my blog and my newsletter that will make people want to read further.
I wrote the following headline for a blog post I did earlier this week - "Messaging Versus Signaling." It described what the post was about succinctly and accurately. But as I was writing the blog I wrote the following line of copy, "This is why Tiffany doesn't run infomercials" and I knew I had the making of a better headline. It was nicely specific, and it became one of the most-read posts of the year on the blog.
I was also fretting over a headline for my email newsletter (which, btw, you can subscribe to here.) The headline also acts as the subject line in the email. I wanted to re-purpose an old blog post called "Why I Lied," but I didn't want to use the same headline.
I played around with other headlines that were more "laddered-up" like "Why Are Agencies Afraid Of The Truth?" But in the end I decided to stick with the old headline as it was more direct, and more specific. The average email marketing newsletter has an open rate of about 11%. This one had an open rate of almost 60%.
The bottom line on all this is that we shouldn't get too puffed up, too self-important, and start believing in grand themes for all our communication.
As I once told the misguided owner of a chain of donut shops who wanted to do a campaign about their management philosophy... "no one needs more philosophy, they need good donuts."
February 21, 2017
We advertising people often spend months trying to develop the correct messages for our brands. We do consumer research, we create strategy documents, we write briefs, we develop many rounds of creative material, we test and refine these materials, and then we launch them.
It is not hyperbole to say that we are obsessive about "messaging."
However, there are some very smart people who think that there is an equally important aspect to advertising success that we pay almost no attention to. It's called "signaling."
This is well-known in academic circles, but let me try to explain it in idiot blogger terms (if you want to read what grown-ups say about it, check out Don Marti, Rory Sutherland, and Doc Searls.)
I walk into a room. I announce that I am the handsomest man in the world. I have just "said" one thing, but communicated another. What I have communicated is that I am a big jerk.
My message was undermined by what I signaled.
This is one of the most important arguments against tracking-based, data-driven advertising.
Data-based advertising is nothing new. We've had it for decades. It first arrived as "junk mail", oops, I mean direct response marketing. It later morphed into 800 numbers and junk faxes and infomercials. Display advertising of the "click here" variety is just its latest, most technologically advanced incarnation.
Consumers recognize this type of communication as advertising's lowest level of quality. They may not understand why, but they recognize the form.
I am not trying to denigrate direct response. It is clearly effective at certain types of selling. But is hopeless at building major brands.
I cannot think of one major brand of anything in any major consumer product category that has been built by direct response advertising (beer? soda? soap? fast food? shampoo? snack foods? clothing? paper goods? pain relievers? toothpaste? cars?... okay, I'll stop.)
One of the reasons is signaling. The knowledge that an ad was personally targeted at us, that it includes mechanisms of direct response, and that it appears in a certain type of (sorry DR people) cheap and cheesy media, signals to the consumer that it is not a high quality brand.
This is why Tiffany doesn't run infomercials.
The value proposition of display advertising is re-targeting -- that we will find the most valuable target for a product at the least expensive site. In other words, we will find the most luxurious eyeballs in shittiest possible location.
This is essentially the promise of tracking, adtech and re-targeting.
And this is where signaling kills you. Most people are pretty good behavioral economists. They may not know anything about how the products they buy work, but they know how to read the advertising signals.
According to an article I read recently, the average Western household has about 10,000 items. People can't possibly take the time or energy to learn how every product they buy is made or the variables behind its efficacy. So they take what they can understand about the product as a proxy. And one of the variables they use as a proxy is advertising signal.
Their subconscious logic (is that an oxymoron?) goes something like this: A quality brand has a reputation built over years and worth billions. As a result, they have sufficient resources to advertise in proper places and with a set of skills that is unavailable to less successful, less reliable companies.
They know how and where quality brands advertise and what advertising for quality brands feels like. And they also know where shitty brands advertise.
When your re-targeted ad appears on a crappy website among the ads for divorce lawyers and discount dentists -- as it unquestionably will -- are you building a brand or sabotaging one?
You may be saying that you are the handsomest man in the world, but you may be signaling that you are a big jerk.
February 16, 2017
We poor oppressed advertising and marketing people are daily fed many flavors of bullshit.
One of the least understood is research bullshit. Research, because it sports the veneer of science, is generally not subjected to the same degree of scrutiny as, say, media bullshit or creative bullshit.
But, make no mistake, research bullshit is just as pervasive in our sorrowful world.
Here at the headquarters of Ad Contrarian Labs, we like to feature some nice research bullshit every now and then just to stay on our toes and keep our readers on the lookout.
Yesterday I was reading a piece in the Research Brief From The Center For Media Research. Now, I have no idea where the Center For Media Research is, but based on the logo at the top of the page, I have a feeling it's a laptop in the basement of the MediaPost office.
Anyway, the story in question was a little convoluted so I'm not going to recap the whole thing (if you want to read it you can find it here.) But I want to highlight a couple of "facts" found in the article. The study in question, done by a company called Kibo, reported that...
- "94% of consumers do research online before visiting a store"
- "92% of consumers reported interactive content influences them to make a purchase"
The problem here is not that the numbers are wrong, it's that they are grossly, and perhaps intentionally, misleading.
Here's how this baloney works.
It's hard to tell from the article what period of time this study encompasses, but it seems to be six months. Let's assume that.
So if you went online once in September to check the price of motor oil at Costco, you are one of the 94% of consumers who "do research online before visiting a store." You may have shopped for thousands of items in the months before and after and never gone online to do "research before visiting a store" but if you did it once, you are one of the 94%.
Similarly, if you happened to once come across a tweet that said you could save $1 on a pizza you ordered, then "interactive content" influenced you to make a purchase. You are among the 92%.
This is the same type of deceptive horseshit that a few years ago lead to the absurd "fact" that "60% of shoppers use QR codes." Yeah, right.
What's obvious here is that if the researchers wanted to do a serious analysis on the impact of "online research" on shopping, and the influence of "interactive content" on purchasing behavior, they would have reported on the frequency of each behavior, which is much more relevant, not the reach. But I doubt it would have made for very clickable "facts."
I mean, what kind of story would you have if the facts turned out be...
- 6% of items are researched online before they are bought
- 2% of purchases are influenced by interactive content
February 13, 2017
There are days here at the West Coast Regional Campus of The Ad Contrarian Worldwide Global Headquarters that we just sit around and scratch our heads.
We think about how online advertisers are being penetrated in every possible orifice and we wonder why in the world they don't do something about it?
See if you agree with our logic.
Adtech has proven to be an utter disaster. Unless you are Google, Facebook, or WPP, adtech is a monstrosity that is stealing your money, harming your business, threatening your security, and alienating your customers.
- If you're an advertiser, adtech middlemen are scraping 60-70% of your media dollars (WFA and The Guardian)
- P&G says that "precision targeting," the great value proposition of adtech is actually harmful to their marketing efforts.
- Because adtech is a black box, you don't know where your ads run or who may be profiting from them. In fact, you may be unwittingly funding terrorists, nazis, and pornographers.
- Adtech helps fraudsters steal...who knows?... anywhere from 2% to 90% of your media budget.
- This is why 70% of marketing executives say they are dissatisfied with the state of online advertising.
- 90% of you are planning to review your programmatic contracts this year to get more transparency. Adtech is the mortal enemy of transparency.
- If you're a quality online publisher, adtech is stealing money from you by following your valuable audience to the crappiest website they can be found on, and serving them ads there instead of on your site.
- If you're an advertiser, this means adtech is essentially following your customer to the bathroom in the basement of the luxury mall and trying to sell her your necklaces there (h/t Tom Goodwin.)
- If you're an online publisher, adtech sees to it that you are constantly struggling to monetize your content while the duopoly (Google and Facebook) that create no content reap 72% of all online ad revenue outside China (Pivotal Research Group.)
- If you are a consumer, adtech's relentless tracking and intrusive unremitting ad serving cause massive dissatisfaction with your user experience, and allow for all kinds of nasty prying and criminal activity in your personal and financial life.
- Which is why 600 million devices (PageFair) are now reported to be loaded with ad blockers, constituting the largest boycott of anything in human history (h/t Doc Searls.)
Bob Liodice, CEO of the ANA (Association of National Advertisers) recently said "marketers have to take their industry back." I couldn't agree more.
So, Ms Advertiser, talk to me. Why don't you insist on a simple transparent buying process in which your agency buys directly from online publishers?
You'll know exactly where your advertising is going to run. Exactly whom you're buying from. Exactly what you're paying, and exactly what you're getting.
In what universe is the corrupt, incomprehensible, wasteful and dangerous world of adtech better than that?
My Favorite Tweet Of The Year
"Jaguar Land Rover has suspended all its digital advertising in the UK following last week's investigation by The Times which named the company among brands which unwittingly funded terror groups...The company said it was "very concerned" and that the online ads were an "unintended consequence of algorithm technology" used on some sites." Campaign Magazine 2/13/07
February 07, 2017
As agencies and marketers continue to throw good money after bad on online ad fantasies, the depth of their gullibility continues to amaze.
Yesterday the leading Australian advertising publication, Mumbrella, published a shocking article about Nielsen's re-calibration of Facebook video streaming numbers in Australia.
If you remember, a few months ago advertisers discovered that Facebook had been overstating its video streaming numbers by 60% to 80% for a period of two years.
According to Nielsen, in Australia the overstatement was much larger than that -- an astonishing 94%.
After Nielsen threw away Facebook's horseshit numbers and recalculated based on true data, they found that the value for Australian video streaming on Facebook dropped by 94% over the course of a month. Here's what the numbers looked like before and after Facebook's bullshit was re-calculated.
Facebook and Google have become notorious for not allowing third party examination of their famously unreliable numbers, and do marketers care? They invite these creeps to join their fucking marketing departments and draw up advertising plans!
You have to laugh to keep from crying.
When I launched this blog almost 10 years ago and started questioning what we were getting from the online ad industry I was way out on a limb. Not any more. This is getting too easy. And too depressing.
January 30, 2017
Procter & Gamble, the world's largest ad spender, apparently came out with guns blazing at agencies and media on Sunday at the Inactive, oops, Interactive Advertising Bureau's annual "leadership" conference.
Bravo to P&G's Chief Brand Officer Marc Pritchard for giving the corrupt, fraud-laden, sneaky creeps running the online media world a nice healthy ass-whooping. According to a story in Ad Age, Pritchard told the group...
"The days of giving digital a pass are over... It's time to grow up. It's time for action."Pritchard laid out 3 criteria for publishers and agencies before they'll get any of his money.
1. A standard "viewability" metric.
2. Fraud protection
3. Third party verification of metrics.
"Mr. Pritchard said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules." According to Ad Age.This is a big step forward. For over a decade agencies have been the lapdogs of the online media industry -- timidly accepting all kinds of arrogant horseshit and slippery numbers from them -- and clients have been paying the price.
Pritchard called online media practices, “murky at best and fraudulent at worst.”
I could nitpick P&G's first two criteria. The viewability metric they are willing to accept is a joke. And fraud protection is very shakey - the fraudsters are way ahead of the cyber security boys.
But I'm willing to accept those imperfect steps as a move forward. The big one is the last one. Are they really going to require Facebook and Google to open the kimono and let us see what's going on through 3rd party verification? That would be big.
Remember, the online advertising industry is essentially two companies: Facebook and Google -- the rest are rats and mice. The FB-GOOG duopoly has been getting away with murder.
As I've said on many occasions, Facebook would never voluntarily open up their metrics to third party verification unless clients threatened to pull money. Maybe this move by P&G will finally help the advertising and marketing industry grow a pair.
January 26, 2017
Is it possible that after 15 years of pissing away billions of dollars on idiotic fantasies, advertisers and agencies are finally waking up to the horseshit they've been sold by the online advertising industry?
Let's have a look at some charts.
This first chart shows us that according to Standard Media Index, growth in online advertising spending in 2016 was about half what it was in 2015.
The third chart may be the most revealing. What it shows is that all the growth in online spending went to Google and Facebook. The rest of the online industry actually lost ad revenue. The amount of the loss depends on whose numbers you choose to believe. The source I used had the drop at 2%. Others had it at 3% and 5%.
The big question is, are advertisers coming to their senses? According to the CEO of the Standard Media Index, the "...trajectory of digital spend has recently hit a major speed bump as brands question the efficacy of the medium."
All I can say is, fucking duh!
January 23, 2017
The more I speak to groups and conferences, the more I am convinced that either marketers are blinded by thoughtless habits or that I have no logical thought process.
In particular I am talking about how marketers ignore people over 50.
I have stated the facts here before, but just for the record, let me repeat them before I get to my argument:
Americans over 50...
- are responsible for over half of all consumer spending
- dominate 94% of consumer packaged goods categories
- outspend other adults online 2:1 on a per-capita basis
- buy about 50% of all new cars
- control about 70% of the wealth in the U.S.
- would be the 3rd largest economy in the world, if they were a country (larger than Japan, Germany and India)
- will grow at almost 3 times the rate of adults under 50 between now and 2030
- are the target for 10% of marketing activity
When I review these facts and ask advertising and marketing people why they direct so little media at these people I invariably get some version of this answer, "We want to be a youthful brand."
Let's have a look at the logic of this.
First let's look at the logic as it relates to creative strategy. The marketing cliché is that older people want to be like young people. The argument goes that by using younger people in commercials we are creating "aspirational" imagery which will be attractive to people over 50.
I don't agree with this point of view, but I'm not going to argue with it today. For the sake of argument, let's stipulate that 50-year-olds want to be like 20-year-olds. And let's stipulate that you will sell more cars to 50-year-olds by showing them images of 20-year-olds in car commercials.
But why in the fucking world would you direct those commercials at 20 year olds? If your objective is to sell more cars, and people over 50 are 4 times as valuable to you, why in the world would your media target be millennials?
You want to use young people in your commercials? Fine, use young people. But direct the spots at the people who actually buy the fucking cars.
Is this difficult to understand? Am I crazy?
January 19, 2017
There was a time about a century ago when magicians were very popular.
Harry Houdini was a rock star. Houdini did tricks that were, and still are, astounding. One hundred years later the world's leading magicians still can't figure out how he did many of his tricks.
At the time, and since then, there have been two schools of magic. One school - often part of the séance and spirituality crowd - claimed they had supernatural powers and were able to do their magic because of their occult abilities.
The other group said, horseshit. It's just tricks. Houdini was one of these. They have become known as the "skeptical movement " (or if you're not a Yank, the sceptical movement) and apply their principle of skepticism to many areas of life, not just magic.
You could include scientists like Richard Dawkins and Bill Nye as well as more contemporary magicians like the Amazing Randi and Penn & Teller among the skeptical movement.
Steven Novella of the Yale School of Medicine says, "A skeptic is one who prefers beliefs and conclusions that are reliable and valid to ones that are comforting or convenient..."
In the world of advertising and marketing there are a great many assertions that are made without proper scientific foundation. Curiously, many of these are made by the very people -- the technology fraternity -- who consider themselves empiricists but are often just true believers in a philosophy that seems scientific because it is technological. But is unproven by actual observation.
A perfect example of this is the blind belief in social media marketing by technophiles because it happens to live online, despite an avalanche of dismal results (88% of senior marketing execs say they have seen no quantifiable results from social media.)
I am often accused of hating online advertising for ideological reasons. While it's true that I largely hate online advertising, it's not based on ideology. It's based on the same skepticism I try to apply to anything I read or hear that is presented with great authority but is rooted in flimsy or unconvincing "research" or vague data that is cherry-picked to prove a point.
I maintain the same level of skepticism toward the questionable brand babble of "traditional" advertising as I do to the wobbly claims of online advertising.
Whether you're listening to the prattle of magicians, the assertions of marketing experts, or the blathering of bloggers, my advice is to always allow yourself the great gift of skepticism.
January 17, 2017
Six years ago, I wrote a good post (yeah, there've been a couple) called "Social Media's Massive Failure." I was denounced as an idiot and a Luddite dinosaur.
Of course I was and still am. Notwithstanding that, my post was correct.
Since then I've squealed and whined extensively about the infantile delusion that social media marketing is based on -- the silly idea that consumers want to have conversations with and about brands and share their brand enthusiasms with the world.
I've also written a lot about Facebook cleverly giving up on the fantasy of social media marketing and becoming a traditional media company, selling as many paid ads as they can stuff on a page.
Well, now things have come full circle.
A few weeks ago MediaPost named BBDO as its "Social Media Agency Of The Year." For what? For not doing social media.
"The solution: Utilize Facebook not as a social network, but a 'media channel.'"Apparently BBDO woke up this year and told its clients to stop wasting their money on "conversations" and "sharing" and start running ads on Facebook.
To appreciate how fucking insane our business has become, you have to read the way MediaPost ties itself into knots trying to make something brilliant out of a conclusion so obvious that even an account planner could have come up with it.
"The strategy was built on a key insight that while Facebook's overall reach continues to expand, the relative effectiveness of “organic” reach for big brands has been diminishing proportionately."You know what that bullshit means, right? Here's the translation: Social media doesn't work and you have to advertise.
But if you want to work in our business you can't just come out and say that. You need to hide it under steaming piles of jargon. Otherwise, you might lose your job for being "traditional."
No, you have to do what MediaPost does -- take the obvious and make it incomprehensible.
Anyone with a pulse and an IQ above 20 knows that social media marketing is largely a pile of horseshit and the only way to get any value out of Facebook is to buy ads.
But if you know how to write a bullshit "manifesto" or "white paper," and you can further torture the already horrifying language of our industry by tossing in large words with small meanings, you can become "social media agency of the year" by not doing social media.
If the ad business didn't already exist no one would believe it could.