I like to think of my new book, Advertising For Skeptics, as an undiluted bounty of heretical, unpopular, and aberrant thoughts about our industry. It is now available at Amazon.
The past decade was expected to be a golden age for advertising. We had amazing new tools and amazing new media.
Our ability to personalize advertising and reach consumers “one-to-one” was sure to make advertising more relevant, more timely, and more likable.
Our ability to listen to consumer conversations through social media and react quickly couldn’t help but connect brands more closely with their customers.
The opportunity for people to interact with media was certain to make advertising more engaging.
And yet, by the mostly unanimous opinion of people inside and outside the ad business, the past decade has been a shit show...
- Rather than creating advertising that is “more relevant, more timely and more likable” we are creating advertising that is more annoying, more disliked, and more avoided. The New York Times says, “The Advertising Industry Has A Problem: People Hate Ads”
- Marketers are taking advertising in-house or hiring consulting firms to do what we once did
- Public regard for our industry is at an all-time low
- The ANA claims corruption in our industry is "pervasive"
- Between one and two billion devices are reportedly armed with ad blockers
- Regulators and governments are on our ass with a vengeance
- Tens of billions are being stolen by ad fraud
- Scandals involving privacy and brand safety are reported every week
- Social media is undermining confidence in democratic institutions
- Consumers are becoming disgusted with tracking and spying
I hope this book will give you some things to think about that are antithetical to much of what the advertising and marketing industry now take for granted.
If you've ever wanted to stand up at a marketing meeting and scream, I can't stand this bullshit anymore...
If you've ever suspected that advertising people don't really know things they think they know...
If you've ever had the feeling that there are famous people in our business walking around with nothing but a powerpointful of jargon and bullshit...
....I think you will enjoy this book.