1. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
2. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
3. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY
4. KNOWING SOMETHING IS COMPLETELY DIFFERENT FROM THINKING YOU KNOW SOMETHING
5. “SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS” RICHARD FEYNMAN
6. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
7. “THEY REACH YOUR HEART AS WELL AS YOUR MIND, CREATING AN INTIMATE, EMOTIONAL CONNECTION THAT YOU JUST CAN’T LIVE WITHOUT.” THE BRAND DELUSION
8. “…IN EUROPE AND THE US PEOPLE WOULD NOT CARE IF 92% OF BRANDS DISAPPEARED.” HAVAS MEDIA THE BRAND DELUSION
9. .07% (7 IN 10,000) EVER ENGAGE WITH A MAJOR BRAND’S FACEBOOK POSTS FORRESTER THE BRAND DELUSION
10. BRAND LOYALTY THE BRAND DELUSION
11. OUR BRANDS ARE VERY IMPORTANT TO US, AND NOT VERY IMPORTANT TO MOST CONSUMERS THE BRAND DELUSION
12. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
13. DEATH OF ADVERTISING THE DIGITAL DELUSION
14. “…THE END OF THE ERA OF MASS MARKETING” FORRESTER 2004 THE DIGITAL DELUSION
15. “…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
16. SETH GODIN, 2008 “…THE END OF TRADITIONAL ADVERTISING” THE DIGITAL DELUSION
17. “…THE POST-ADVERTISING AGE IS UNDER WAY” AD AGE, 2009 THE DIGITAL DELUSION
18. “…THE PRESENT IS APOCALYTIC. 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
19. “ADVERTISING IS DEAD” HUFFINGTON POST THE DIGITAL DELUSION
20. eMARKETER THE DIGITAL DELUSION
21. DEATH OF TELEVISION THE DIGITAL DELUSION
22. TECHCRUNCH, 2006 “LET’S JUST DECLARE TV DEAD AND MOVE ON” THE DIGITAL DELUSION
23. WIRED, 2007 “TRADITIONAL TV WON’T BE HERE IN 7-10 YEARS” THE DIGITAL DELUSION
24. THE TELEGRAPH, 2007 “TV IS DYING SAYS GOOGLE EXPERT” THE DIGITAL DELUSION
25. FOX NEWS, 2007 “INTERNET IS SET TO REVOLUTIONIZE TELEVISION WITHIN 5 YEARS” THE DIGITAL DELUSION
26. 0 25 50 75 100 NIELSEN, Q1 2015 4% 96% VIDEO VIEWING TV THE DIGITAL DELUSION WEB DEVICE
27. 0 10 20 30 40 NIELSEN, Q1 2015, ADULTS 18+ HOURS/WK TRAD TV THE DIGITAL DELUSION PC SMARTPHONE
28. LEICHTMAN RESEARCH THE DIGITAL DELUSION
29. LEICHTMEN RESEARCH THE DIGITAL DELUSION
30. LEICHTMEN RESEARCH THE DIGITAL DELUSION
31. THE DIGITAL DELUSION “MILLENNIALS ARE WATCHING AS MUCH TV AS EVER” ADWEEK, SEPT. 22, 2015/VIDEO PULSE
32. JEFF BEZOS “WE’RE IN A GOLDEN AGE OF TELEVISION” THE DIGITAL DELUSION
33. TV ISN’T DYING, IT’S HAVING BABIES THE DIGITAL DELUSION
34. DEATH BY INTERACTIVITY THE DIGITAL DELUSION
35. SIZMEK 8 “INTERACTIONS” PER 10,000 IMPRESSIONS THE DIGITAL DELUSION
36. CNET 38% OF WEB TRAFFIC IS HUMAN THE DIGITAL DELUSION
37. MEDIAPOST/FORENSIQ AN AVERAGE BOT-NET CAN PRODUCE 1 BILLION FRAUDULENT ONLINE AD IMPRESSIONS A DAY THE DIGITAL DELUSION
38. RANCE CRAIN, ADVERTISING AGE “…THERE IS MASSIVE FRAUD IN THE DIGITAL MARKETPLACE” THE DIGITAL DELUSION
39. ADWEEK POTENTIAL $9.5 BILLION IN ONLINE AD FRAUD IN US IN 2014 THE DIGITAL DELUSION
40. “VIEWABILITY” THE DIGITAL DELUSION
41. GOOGLE 56% OF DISPLAY ADS PAID FOR BY ADVERTISERS NEVER APPEARED IN FRONT OF A LIVE HUMAN BEING THE DIGITAL DELUSION
42. NEW YORK TIMES 57% OF 2 BILLION VIDEO ADS SURVEYED WERE “UNVIEWABLE” THE DIGITAL DELUSION
43. KRAFT REJECTING 75-85% OF ONLINE IMPRESSIONS “FRAUDULENT, UNSAFE, UNVIEWABLE OR UNKNOWN” THE DIGITAL DELUSION
44. DON’T KNOW WHAT THEY’RE BUYING DON’T KNOW WHO THEY’RE BUYING IT FROM DON’T KNOW WHAT THEY’RE GETTING DON’T KNOW WHAT THEY’RE PAYING THE DIGITAL DELUSION
45. THE DIGITAL DELUSION
46. THE DIGITAL DELUSION
47. IN UK, 40% USE AD BLOCKERS IN US, 50% INCREASE IN AD BLOCKER USAGE THE DIGITAL DELUSION WORLDWIDE, 70% INCREASE
48. AD BLOCKING WILL COST ONLINE PUBLISHERS OVER $20B THIS YEAR ADOBE/PAGE FAIR THE DIGITAL DELUSION
49. “…AS FAR AS I’M CONCERNED, IT’S A HOUSE OF CARDS…” “…I NEVER MAKE PREDICTIONS. BUT ONLINE ADVERTISING IS A TRAIN WRECK WAITING TO HAPPEN.” ME, 2013 THE DIGITAL DELUSION
50. THE SHOPPING TEST THE DIGITAL DELUSION
51. 1. THE BRAND DELUSION 2. THE DIGITAL DELUSION 3. THE AGE DELUSION
52. “THE MOST VALUABLE GENERATION IN THE HISTORY OF MARKETING” NIELSEN THE AGE DELUSION
53. RESPONSIBLE FOR 50% OF ALL CONSUMER SPENDING THE AGE DELUSION
54. 42% OF ALL AFTER-TAX INCOME THE AGE DELUSION
55. OUTSPEND IN NEARLY EVERY CATEGORY THE AGE DELUSION
56. BUY 55% OF CPG DOMINATE 94% CPG CATEGORIES THE AGE DELUSION
57. OUTSPEND OTHER ADULTS ONLINE 2:1 THE AGE DELUSION
58. NET WORTH ABOUT 3X AVERAGE THE AGE DELUSION
59. BUY ABOUT 60% OF NEW CARS THE AGE DELUSION
60. CONTROL 70% OF US WEALTH THE AGE DELUSION
61. WORLD’S TOP 6 ECONOMIES U.S. CHINA AMERICANS OVER 50 INDIA JAPAN GERMANY THE AGE DELUSION
62. PEOPLE OVER 50 ARE THE TARGET FOR 10% OF MARKETING ACTIVITY THE AGE DELUSION
63. “JUST BY VIRTUE OF THEIR NUMBERS BEING SO LARGE, WE’LL CONTINUE TO SEE THEM SKEW THE DATA FOR A LONG TIME.” AUTO MARKETING EXEC IN WALL STREET JOURNAL THE AGE DELUSION
64. “JUST BY VIRTUE OF THEIR NUMBERS BEING SO LARGE, WE’LL CONTINUE TO SEE THEM SKEW THE DATA FOR A LONG TIME.” AUTO MARKETING EXEC IN WALL STREET JOURNAL …SKEW THE DATA… THE AGE DELUSION
65. THE AGE DELUSION
66. THEY’RE DYING OUT THEY WON’T CHANGE BRANDS THEY’RE DOWNSIZING AUTOMATIC INFLUENCE LIFETIME VALUE THEY WANT TO BE LIKE YOUNG PEOPLE THE AGE DELUSION
67. NARCISSISM DISGUISED AS STRATEGY THE AGE DELUSION
68. “THE MOST IGNORED WEALTHY PEOPLE IN THE HISTORY OF MARKETING” FORBES THE AGE DELUSION
69. MARS CONSUMERS ARE FROM MARKETERS ARE FROM NEW JERSEY