Bob Hoffman's keynote address at the Fuel Lines New Business Conference, Nashville, TN

2. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY

3. 1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION

4. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY

5. KNOWING SOMETHING IS
COMPLETELY DIFFERENT
FROM THINKING YOU KNOW
SOMETHING

6. “SCIENCE IS THE BELIEF IN
THE IGNORANCE OF
EXPERTS”
RICHARD FEYNMAN

7. 1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION

8. “THEY REACH YOUR HEART AS
WELL AS YOUR MIND, CREATING AN
INTIMATE, EMOTIONAL
CONNECTION THAT YOU JUST CAN’T
LIVE WITHOUT.”
THE BRAND DELUSION

9. “…IN EUROPE AND THE US PEOPLE
WOULD NOT CARE IF 92% OF
BRANDS DISAPPEARED.”
HAVAS MEDIA
THE BRAND DELUSION

10. .07% (7 IN 10,000) EVER ENGAGE
WITH A MAJOR BRAND’S FACEBOOK
POSTS
FORRESTER
THE BRAND DELUSION

11. BRAND LOYALTY
THE BRAND DELUSION

12. OUR BRANDS ARE VERY IMPORTANT
TO US,
AND NOT VERY IMPORTANT TO
MOST CONSUMERS
THE BRAND DELUSION

13. 1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION

14. DEATH OF ADVERTISING
THE DIGITAL DELUSION

15. “…THE END OF THE ERA OF
MASS MARKETING”
FORRESTER 2004
THE DIGITAL DELUSION

16. “…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

17. SETH GODIN, 2008
“…THE END OF TRADITIONAL
ADVERTISING”
THE DIGITAL DELUSION

18. “…THE POST-ADVERTISING
AGE IS UNDER WAY”
AD AGE, 2009
THE DIGITAL DELUSION

19. “…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

20. “ADVERTISING IS DEAD”
HUFFINGTON POST
THE DIGITAL DELUSION

21. eMARKETER
THE DIGITAL DELUSION

22. DEATH OF TELEVISION
THE DIGITAL DELUSION

23. TECHCRUNCH, 2006
“LET’S JUST DECLARE TV
DEAD AND MOVE ON”
THE DIGITAL DELUSION

24. WIRED, 2007
“TRADITIONAL TV WON’T
BE HERE IN 7-10 YEARS”
THE DIGITAL DELUSION

25. THE TELEGRAPH, 2007
“TV IS DYING SAYS GOOGLE
EXPERT”
THE DIGITAL DELUSION

26. FOX NEWS, 2007
“INTERNET IS SET TO
REVOLUTIONIZE TELEVISION
WITHIN 5 YEARS”
THE DIGITAL DELUSION

27. 0
25
50
75
100
NIELSEN, Q1 2015
4%
96%
VIDEO VIEWING
TV
THE DIGITAL DELUSION
WEB DEVICE

28. 0
10
20
30
40
NIELSEN, Q1 2015, ADULTS 18+
HOURS/WK
TRAD TV
THE DIGITAL DELUSION
PC SMARTPHONE

29. LEICHTMAN RESEARCH
THE DIGITAL DELUSION

30. LEICHTMEN RESEARCH
THE DIGITAL DELUSION

31. LEICHTMEN RESEARCH
THE DIGITAL DELUSION

32. THE DIGITAL DELUSION
“MILLENNIALS ARE WATCHING
AS MUCH TV AS EVER”
ADWEEK, SEPT. 22, 2015/VIDEO PULSE

33. JEFF BEZOS
“WE’RE IN A GOLDEN AGE
OF TELEVISION”
THE DIGITAL DELUSION

34. TV ISN’T DYING,
IT’S HAVING BABIES
THE DIGITAL DELUSION

35. DEATH BY INTERACTIVITY
THE DIGITAL DELUSION

36. SIZMEK
8 “INTERACTIONS” PER
10,000 IMPRESSIONS
THE DIGITAL DELUSION

37. CNET
38% OF WEB TRAFFIC
IS HUMAN
THE DIGITAL DELUSION

38. MEDIAPOST/FORENSIQ
AN AVERAGE BOT-NET CAN PRODUCE
1 BILLION FRAUDULENT ONLINE AD
IMPRESSIONS A DAY
THE DIGITAL DELUSION

39. RANCE CRAIN, ADVERTISING AGE
“…THERE IS MASSIVE FRAUD IN
THE DIGITAL MARKETPLACE”
THE DIGITAL DELUSION

40. ADWEEK
POTENTIAL $9.5 BILLION IN
ONLINE AD FRAUD IN US IN 2014
THE DIGITAL DELUSION

41. “VIEWABILITY”
THE DIGITAL DELUSION

42. GOOGLE
56% OF DISPLAY ADS PAID FOR BY
ADVERTISERS NEVER APPEARED IN
FRONT OF A LIVE HUMAN BEING
THE DIGITAL DELUSION

43. NEW YORK TIMES
57% OF 2 BILLION VIDEO ADS
SURVEYED WERE “UNVIEWABLE”
THE DIGITAL DELUSION

44. KRAFT
REJECTING 75-85% OF ONLINE
IMPRESSIONS
“FRAUDULENT, UNSAFE,
UNVIEWABLE OR UNKNOWN”
THE DIGITAL DELUSION

45. 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

46. THE DIGITAL DELUSION

47. THE DIGITAL DELUSION

48. IN UK, 40% USE AD BLOCKERS
IN US, 50% INCREASE IN AD
BLOCKER USAGE
THE DIGITAL DELUSION
WORLDWIDE, 70% INCREASE

49. AD BLOCKING WILL COST ONLINE
PUBLISHERS OVER $20B THIS YEAR
ADOBE/PAGE FAIR
THE DIGITAL DELUSION

50. “…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

51. THE SHOPPING TEST
THE DIGITAL DELUSION

52. 1. THE BRAND DELUSION
2. THE DIGITAL DELUSION
3. THE AGE DELUSION

53. “THE MOST VALUABLE GENERATION
IN THE HISTORY OF MARKETING”
NIELSEN
THE AGE DELUSION

54. RESPONSIBLE FOR 50% OF ALL
CONSUMER SPENDING
THE AGE DELUSION

55. 42% OF ALL AFTER-TAX INCOME
THE AGE DELUSION

56. OUTSPEND IN NEARLY EVERY
CATEGORY
THE AGE DELUSION

57. BUY 55% OF CPG
DOMINATE 94% CPG CATEGORIES
THE AGE DELUSION

58. OUTSPEND OTHER ADULTS ONLINE
2:1
THE AGE DELUSION

59. NET WORTH ABOUT 3X AVERAGE
THE AGE DELUSION

60. BUY ABOUT 60% OF NEW CARS
THE AGE DELUSION

61. CONTROL 70% OF US WEALTH
THE AGE DELUSION

62. WORLD’S TOP 6 ECONOMIES
U.S.
CHINA
AMERICANS OVER 50
INDIA
JAPAN
GERMANY
THE AGE DELUSION

63. PEOPLE OVER 50 ARE THE TARGET
FOR 10% OF MARKETING ACTIVITY
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
THE AGE DELUSION

65. “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

66. THE AGE DELUSION

67. 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

68. NARCISSISM DISGUISED AS
STRATEGY
THE AGE DELUSION

69. “THE MOST IGNORED WEALTHY
PEOPLE IN THE HISTORY OF
MARKETING”
FORBES
THE AGE DELUSION

70. MARS
CONSUMERS ARE FROM
MARKETERS ARE FROM
NEW JERSEY