Oliver Luckett - MAKE - Spending More on Social
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When was the last time you clicked on a banner ad purposefully?
If I sit in a meeting, and the data tells me
that--15 to 19 year olds are not
watching television and then the same people
are in the next meeting buying $100 million worth of TV ads
to reach that audience. Well, sure I'm
gonna spend 95% of my digital budget on
programatic inventory. I'll spend 5% on social.
Where when you look at the results of something like social,
it can move countries, it can move, you know--it moves people
it can, you know, it--it's all about discovery. Go look at a
fucking 15-year-old and tell me what they're doing all day. They're this:
They're just this, all fucking day. So if I'm in this
then maybe I should probably put my brand here
and maybe I should probably interact with that
People are protecting their old ways and they're protecting owning these channels
and the internet fundamentally can't be owned, so that's hard for
them, right? And so their old ways come back again.
But, it's rampant, you know? Why in the world are people
investing so much time and energy
in programatic banner ads? That's the problem with the ad world.