Troubles in Ad Land in 2018 by Abacus
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Hot off the Press! Read Abacus' Co-Founder Jeff Goldenberg's take on the problems plaguing the ad industry and the solutions that will enable the winners to emerge
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Troubles in Ad Land in 2018 by Abacus
- 1. T R O U B L E S I N A D L A N D A C A U T I O N A R Y T A L E F R O M
- 2. Abacus is an award winning group of veteran performance marketers and ex- Facebookers with a long history of growing startups and helping big brands solve their marketing problems. We channel all this knowledge into creating the perfect Facebook and Instagram Advertising campaigns that help you scale your business. W E A R E A B A C U S
- 3. Spoiler alert: it wasnt great. We quickly found a large number of problems in the industry that we found unsettling and even unethical. TWO YEARS AGO, I WAS UNPREPARED FOR WHAT I WAS ABOUT TO SEE IN THE AD INDUSTRY.
- 4. People are still going to watch a ton of TV. Theyre just going to watch on a multitude of devices and through a new group of providers. THE DEATH OF TV AS WE KNOW IT & HOW IT WILL CHANGE THE GAME
- 5. are still going to watch a ton of TV. PEO PLE
- 6. are still going to watch a ton of TV. PEO PLE just going to watch on a multitude of devices. TH EY RE
- 7. are still going to watch a ton of TV. PEO PLE just going to watch on a multitude of devices. TH EY RE will be able to buy valuable and more personalized TV spots. ADV ERTISERS
- 8. are still going to watch a ton of TV. PEO PLE just going to watch on a multitude of devices. TH EY RE will be able to buy valuable and more personalized TV spots. ADV ERTISERS more relevant ads, which means better results. TH IS MEAN S
- 9. English Premier League games have been sold to Amazon. AMAZON
- 10. Major League Baseball games have been sold to Facebook. FACEBOOK
- 11. NFL games have been sold to Twitter. TWITTER
- 12. They flipped through magazines and newspapers and read your ads. THEN
- 13. Now they read only the headlines on Twitter and Facebook and deep dive infrequently. NOW
- 14. A Creative Director picks a single creative concept (guesses) out of five that were brainstormed. THEN
- 15. Why not instead prototype and test all five? NOW
- 16. on their phone in North America is spent inside a Facebook app. This includes Facebook, Instagram, FB Messenger and Whats App. 1 IN 4 MINUTES
- 17. Digital now represents 50% of all media spend, that still means that one in every two dollars is still being spent traditionally. ADAPTATION IS NOT A CHOICE MINDSET STRUGGLE 1:
- 18. 44% of all social spend managed by the #big5holdco media companies do not employ the Facebook pixel. NOT FOLLOWING THROUGH WITH DATA MINDSET STRUGGLE 2:
- 19. Almost all marketers are using Google Analytics as their data bible, and are shocked to see that Google and Facebooks numbers dont match. FACEBOOK DOES NOT EQUAL GOOGLE
- 20. The performance mindset is solely focused on a small set of metrics that are proven to drive growth, are repeatable, and are scalable. THE PERFORMANCE MINDSET MINDSET STRUGGLE 3:
- 21. Funnels get a bad reputation. They used to be the domain of hard hitting, direct response marketers. Instead, think of a funnel as an efficient, repeatable system. NOT THINKING FULL FUNNEL MINDSET STRUGGLE 4:
- 22. Theyve made horizontal TV spots for decades and have stared at horizontal desktops, laptops and TV screens for equally as long. MARKETERS AND CREATIVE ARE STILL LIVING IN A HORIZONTAL WORLD
- 23. Will likely come from outside the big agencies. MOST OF THE ADVERTISING INNOVATION OVER THE NEXT 5 YEARS
- 25. In the old days, you got your marketing MBA by working for a few years at P&G or Unilever. THEN
- 26. Marketers today need to be technically proficient, data savvy, strategic and tactical, T-shaped, curious, creative, analytical and good team players. NOW
- 27. THE WAY FORWARD
- 28. Marketers know that their customers are glued to their iPhones. They know theyre watching video in different ways. They know theyre lifestyle patterns have changed forever. THE PHONE IS THE EPICENTER OF YOUR CUSTOMERS ATTENTION
- 29. Slow and steady (i.e. billboards). THEN
- 30. Always on marketing provides advertisers with the opportunity to improve their efforts each and every day. NOW
- 31. 5 SECONDSTO DELIVERTHE PAYLOAD 5 AND ASSUME THEYRE GONE BY 8 SECONDS. 8 THE ABACUS 1/5/8 RULE 1 SECONDTO STOP THEIRTHUMBS 1
- 32. Theyre unwittingly thinking broadcast TV first, focusing on the big idea, guessing and not testing, and measuring results through awards and not results. THEN
- 33. The ONLY way to succeed on social media is to have deep integration between media and creative. NOW
- 34. We believe that were going to see the death of AORs (agencies of record). 1.DEATH OF AORs That we think are going to happen. SIX THINGS
- 35. We believe that were going to see the death of AORs (agencies of record). 1.DEATH OF AORs We believe that code and data are going to become just as important as art and copy. 2. CODE & DATA That we think are going to happen. SIX THINGS
- 36. We believe that were going to see the death of AORs (agencies of record). 1.DEATH OF AORs We believe that code and data are going to become just as important as art and copy. 2. CODE & DATA We believe that media-informed and data-informed creative will be the next big thing in creative.. 3. DATA INFORMED CREATIVE That we think are going to happen. SIX THINGS
- 37. Traditional digital media buying is dead and will be replaced by growth/performance buying. 4. GROWTH/PERFORMANCE That we think are going to happen. SIX THINGS
- 38. Traditional digital media buying is dead and will be replaced by growth/performance buying. 4. GROWTH/PERFORMANCE 5. CONSTANT CHALLENGES That we think are going to happen. SIX THINGS Creative is about to change forever and content is going to continue to be a constant challenge for brands.
- 39. Traditional digital media buying is dead and will be replaced by growth/performance buying. 4. GROWTH/PERFORMANCE 5. CONSTANT CHALLENGES Broadcast TV is on its last legs, soon to be replaced by targeted television buying. 6.TARGETEDTV That we think are going to happen. SIX THINGS Creative is about to change forever and content is going to continue to be a constant challenge for brands.
- 40. JEFF GOLDENBERG CO-FOUNDER & CHIEF STRATEGY OFFICER @JEFF_GOLDENBERG JGOLDENBERG@ABACUS.AGENCY
- 41. Turned off vintage CRT television by Sven Scheuermeier - https://unsplash.com/photos/XCBW03rNaNQ Shallow focus photography of crowd taking video by Gian Cescon - https://unsplash.com/photos/N0g-deioHO4 Closeup photo of turned on computer monitor by Markus Spiske - https://unsplash.com/photos/4T5MTKMrjZg Grayscale photo of remote beside eyeglasses by Steve Johnson - https://unsplash.com/photos/G-zsrSWvKmc Close-up photo of SPMTE color bars by Tim Mossholder - https://unsplash.com/photos/oTjFWTHDRZQ Man pointing at white paper using pen by rawpixel - https://unsplash.com/photos/CJ_gut2Rpyg People doing fist bomb by rawpixel - https://unsplash.com/photos/aH9p_lOKTZU Shallow focus photography of woman wearing hoodie by Sergey Fediv - https://unsplash.com/photos/po5jX1UkeqM Bundle of newspaper on table by Mr Cup / Fabien Barral - https://unsplash.com/photos/Mwuod2cm8g4 Jale Ale by Dave Smith - https://www.flickr.com/photos/david_e_smith/37328038545/ Time-lapse photography of vehicle running on road in between trees at nighttime by Jonathan Petersson - https://unsplash.com/photos/V6rXkfS3bes Aerial view of graduates wearing hats by Good Free Photos - https://unsplash.com/photos/YZsvNs2GCPU Turned on flat screen monitor by Chris Liverani - https://unsplash.com/photos/dBI_My696Rk Television showing man using binoculars by Glen Carrie - https://unsplash.com/photos/ra4vJwxnvAo Thumb by Jess Ayotte - https://www.flickr.com/photos/jessayottephoto/4222248246/ Man making thumbs up sign by Aziz Acharki - https://unsplash.com/photos/alANOC4E8iM LED rings by James Thomas Thomas - https://unsplash.com/photos/CQGLCAeFlfQ Vintage TV on gray wooden table inside room by Tina Retaj-Berard - https://unsplash.com/photos/0Q33pyk-AXI Sliced pomegranate by Pratiksha Mohanty - https://unsplash.com/photos/MJ7f2yXeP6A Man standing on dock steel wool photography by Ricardo Rocha - https://unsplash.com/photos/TtsEBUkwPs8 Person holding game controller in-front of television by Glenn Carstens- Peters - https://unsplash.com/photos/0woyPEJQ7jc Person standing infront vehicle holding paper by Regis F - https://unsplash.com/photos/Urd-8c7N_pQ Person wearing black sneakers standing on black surface by Fachry Zella Devandra - https://unsplash.com/photos/FnWsyFfpqaE P H OTO C R E D I T S
- 42. 342 Queen Street West, Toronto, ON M5V 2A5 H e a d q u a r t e r s jgoldenberg@abacus.agency abacus.agency @agencyabacus Abacus
- 43. T H A N K Y O U