Who’s Clicking Banner Ads?

– Who here has clicked the banner ad? (audience laughs) Can somebody raise their, can some, (click) Guys, if your company is buying a banner ad, on a website, that is mainly seen on a desktop, not on a phone, below the fold, you can’t waste money faster. There’s not a, please, if you do any, as a matter of fact leave now, leave the conference, leave my talk, go back to the office, and stop any cent spent on banner ads on websites, it’s a literal joke.

As much as I hate television commercials, cause watch this, watch this, not 16 year old crowd. You ready?

Watch this, by show of hands, how many people here now mainly watch, when they watch television, Netflix, Hulu, Amazon, or HBO, or when it’s on Video On Demand, and you fast forward commercials, raise your hands. Netflix, raise them high. Keep them up, I want everybody in the front in these fancy couches to look back. Look at this. (audience laughs) Keep them up for a second, can we all agree that the majority of people in this audience aren’t 14, teenage, 14 year old teenage girls?

(audience laughs) This audience, almost 95% of you, don’t even have a chance of seeing the commercial. Forget about if you consumed it and got inspired to do business, 95% of this older crowd is not even got a prayer of seeing an actual television commercial, 60 billion dollars spent to make you buy things in America on television commercials.

Then you’ve got digital banner ads, nobody. Who here has clicked the banner ad? (audience laughs) Can somebody raise their, can someone?

The only banner ads you click are once I went to your website you got me in the funnel, you re-targeted me, and then you annoyed the living shit out of me to buy those socks, or take that mortgage, and then I clicked it. It’s not a consideration funnel, it is a retention and re-targeting funnel. We are broken in marketing in 2019. The reason the Toys R Us’ and the Sears’ of the world, and you’ll see it every single day, in every market, it’s coming guys, it’s coming. And honestly, it’s actually here.

And you know what I’m most worried about? How much damn margin and how profitable the companies in this room actually are.

The biggest thing that I struggle to push a new agenda in marketing is the current results of businesses. When I spoke to Toys R Us eight years ago, they were thrilled with their business. They didn’t want to hear it.

This is what happens every time. The only audience I’m worried about when I go pitch a new client or speak here is one that is currently successful. That’s what happens. Things are always good before they’re bad.

And so, I just don’t understand the following.

If you believe 50% of what I’m saying, the reason I started a marketing company not a build a technology company is because it’s the easiest thing to change. It just is. You can go home and change it. You can. And I think the days of like, I mean, I literally have clients that are spending more money on outdoor billboards than they are on Facebook and Instagram.

I don’t know if you guys, when you leave this conference, can you please just look at everybody who’s driving on the highway? Let me promise you this, every single person that’s a passenger, is looking at their phone. So, I think we can all agree in 2019 versus 1999, billboards should not have gone up in price. At least half the audience has been eliminated from seeing it. The scarier part when you look at people driving, if you happen to do this, which is what I do.

Is, half the people driving are looking at their phone. (audience laughs) You guys are scary out there.

We are not deploying common sense behavior against what’s actually happening with our consumers, and that is why we are becoming long term vulnerable.

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