1 00:00:00,240 --> 00:00:04,680 Speaker 1: From UFOs to psychic powers and government conspiracies. History is 2 00:00:04,760 --> 00:00:09,080 Speaker 1: riddled with unexplained events. You can turn back now or 3 00:00:09,200 --> 00:00:12,079 Speaker 1: learn the stuff they don't want you to know. A 4 00:00:12,200 --> 00:00:25,680 Speaker 1: production of I Heart Brading. Hello, welcome back to the show. 5 00:00:25,800 --> 00:00:28,560 Speaker 1: My name is Matt, my name is Noel. They call 6 00:00:28,640 --> 00:00:31,640 Speaker 1: me Ben. We are joined as always with our superproducer, 7 00:00:31,720 --> 00:00:35,639 Speaker 1: all mission controlled decade. Most importantly, you are you. You 8 00:00:35,680 --> 00:00:38,880 Speaker 1: are here, and that makes this the stuff they don't 9 00:00:39,000 --> 00:00:42,440 Speaker 1: want you to know. Thanks for coming, as always, fellow 10 00:00:42,520 --> 00:00:46,640 Speaker 1: conspiracy realist. In a recent Strange News segment, we looked 11 00:00:46,640 --> 00:00:51,400 Speaker 1: at a controversial or arguably just playing gimmicky proposal to 12 00:00:51,600 --> 00:00:55,920 Speaker 1: take advertisement from your screen and from the waking world 13 00:00:56,240 --> 00:01:00,680 Speaker 1: straight into your head, piping ads into your beams as 14 00:01:00,720 --> 00:01:04,399 Speaker 1: you sleep. It's spooky, black mirror stuff. You know. It's 15 00:01:04,400 --> 00:01:09,560 Speaker 1: a real conspiracy, large large corporations, mad scientists. Uh. They're 16 00:01:09,560 --> 00:01:12,240 Speaker 1: hoping to turn your brain into a fellow conspirator so 17 00:01:12,280 --> 00:01:14,600 Speaker 1: that when you wake up, you're not wondering like, oh 18 00:01:14,680 --> 00:01:17,520 Speaker 1: why did I dream about not having my duck at 19 00:01:17,520 --> 00:01:20,280 Speaker 1: my duck seminar? But instead you wake up thinking hot 20 00:01:20,360 --> 00:01:24,880 Speaker 1: damn lucky charms. Sure are part of a healthy balanced breakfast. 21 00:01:25,360 --> 00:01:28,759 Speaker 1: I already wake up doing that unfortunately. Been Yeah, we 22 00:01:28,760 --> 00:01:31,600 Speaker 1: were on the road recently and we can confirm Nolan. 23 00:01:31,680 --> 00:01:34,840 Speaker 1: I can confirm that is how Matt wakes up. It's 24 00:01:35,040 --> 00:01:38,080 Speaker 1: I'm more of a honeynut cheerings kind of myself. I 25 00:01:38,080 --> 00:01:40,360 Speaker 1: I can Matt, and I can confirmed that is how 26 00:01:40,480 --> 00:01:46,039 Speaker 1: Nold wakes up. Our writers are very interesting for live appearances. Uh, 27 00:01:46,080 --> 00:01:49,440 Speaker 1: and we're excited. We don't know exactly when this will 28 00:01:49,440 --> 00:01:51,240 Speaker 1: come out, but we cannot wait for you all to 29 00:01:51,320 --> 00:01:55,880 Speaker 1: hear of live footage from our panel at a little 30 00:01:55,920 --> 00:02:00,320 Speaker 1: thing called podcast Movement. Uh. So stay tuned for that. 31 00:02:00,320 --> 00:02:02,960 Speaker 1: That's an AD that we're giving you while you're awake, 32 00:02:03,120 --> 00:02:06,920 Speaker 1: hopefully unless you're already asleep, right, unless you one of 33 00:02:07,000 --> 00:02:09,160 Speaker 1: the many people who gives us a five star rating 34 00:02:09,520 --> 00:02:12,560 Speaker 1: it says, I can't go to sleep without these guys. 35 00:02:13,560 --> 00:02:16,880 Speaker 1: Thank you. Um, there's but there's more to it, you know, 36 00:02:17,639 --> 00:02:21,280 Speaker 1: like really quickly, just for recap, Matt, you brought that, 37 00:02:21,600 --> 00:02:24,560 Speaker 1: uh the ad story to us in in one of 38 00:02:24,560 --> 00:02:29,079 Speaker 1: our earlier strange news segments. And when I think when 39 00:02:29,120 --> 00:02:32,840 Speaker 1: we all talked about it, uh, we saw like we 40 00:02:32,880 --> 00:02:35,639 Speaker 1: saw the great pr but we also saw some some 41 00:02:35,720 --> 00:02:39,919 Speaker 1: troubling stuff. What was your takeaway when we first talked 42 00:02:39,919 --> 00:02:44,400 Speaker 1: about this idea. The biggest one was the black mirror situation, 43 00:02:44,760 --> 00:02:46,919 Speaker 1: you know, years down the road, what it could look 44 00:02:46,960 --> 00:02:50,240 Speaker 1: like if this was successful. If there's even one extremely 45 00:02:50,360 --> 00:02:53,359 Speaker 1: successful test case, then you can imagine the whole industry 46 00:02:53,400 --> 00:02:55,919 Speaker 1: looking to it and saying, hey, we need to get 47 00:02:55,960 --> 00:03:01,400 Speaker 1: into them dreams. And especially with the increased number of 48 00:03:01,600 --> 00:03:04,240 Speaker 1: Alexas and Google homes and all of that. In our 49 00:03:04,240 --> 00:03:08,120 Speaker 1: houses where there's a there's a speaker just waiting to 50 00:03:08,200 --> 00:03:11,520 Speaker 1: be accessed by, you know, a company. Because your network 51 00:03:11,560 --> 00:03:14,320 Speaker 1: is always on. You don't shut down your modem when 52 00:03:14,320 --> 00:03:19,119 Speaker 1: you go to sleep, do you. I don't. I don't 53 00:03:19,120 --> 00:03:22,080 Speaker 1: even know how you would do that. It's just an 54 00:03:22,080 --> 00:03:25,239 Speaker 1: always on kind of thing. You know. Well, actually switch, Yeah, 55 00:03:25,280 --> 00:03:29,560 Speaker 1: I've got a I've got a I don't even want 56 00:03:29,560 --> 00:03:31,919 Speaker 1: to say this. I've got it plugged in. I've got 57 00:03:31,919 --> 00:03:33,760 Speaker 1: it plugged into my electricity in such a way that 58 00:03:33,840 --> 00:03:36,240 Speaker 1: it is very simple for me to just go all 59 00:03:36,280 --> 00:03:38,520 Speaker 1: of my network is down. I guess that's true. You 60 00:03:38,520 --> 00:03:40,880 Speaker 1: could just flip the switch or pull the cord. It's 61 00:03:40,920 --> 00:03:43,000 Speaker 1: just not something I typically consider, but I guess yeah, 62 00:03:43,040 --> 00:03:48,200 Speaker 1: maybe I should. Yeah you should. Yeah, you can always tell. 63 00:03:48,920 --> 00:03:51,640 Speaker 1: The old trope is that you can always tell the 64 00:03:51,640 --> 00:03:54,080 Speaker 1: home of someone who works in I T by just 65 00:03:54,160 --> 00:04:00,480 Speaker 1: how analog all of their stuff is. Uh. This this maybe, uh, 66 00:04:00,520 --> 00:04:05,120 Speaker 1: this sort of sci fi situation we're describing ourselves in today, folks, 67 00:04:05,280 --> 00:04:08,480 Speaker 1: maybe something you find yourself in in the very near future, 68 00:04:08,760 --> 00:04:12,240 Speaker 1: sooner than you think. Uh. There is much more to 69 00:04:12,640 --> 00:04:17,880 Speaker 1: the future of advertising than the idea of accepting your 70 00:04:17,920 --> 00:04:22,279 Speaker 1: brain to make you buy cheese It's or McDonald's or whatever. Uh. 71 00:04:22,320 --> 00:04:24,719 Speaker 1: And as we set off on today's episode, we do 72 00:04:24,800 --> 00:04:27,479 Speaker 1: want to give you a quick disclaimer that we still 73 00:04:27,520 --> 00:04:31,520 Speaker 1: find kind of hilarious. Our show is indeed supported by ads, 74 00:04:31,600 --> 00:04:34,760 Speaker 1: so we are we are on this wild ride with 75 00:04:34,800 --> 00:04:37,839 Speaker 1: you from a strange perspective. Uh, it's gonna be kind 76 00:04:37,839 --> 00:04:41,320 Speaker 1: of kind of funny as we continue today. Just think 77 00:04:41,360 --> 00:04:43,760 Speaker 1: about that as we can as we go through this 78 00:04:44,080 --> 00:04:48,240 Speaker 1: today's episode. What is the future of advertising? Why are 79 00:04:48,400 --> 00:04:54,000 Speaker 1: so many people so very worried about it? Well, here 80 00:04:54,000 --> 00:04:58,080 Speaker 1: are the facts. So, the global ad industry, defined by 81 00:04:58,279 --> 00:05:02,760 Speaker 1: market size of the advertising agencies throughout the world, uh, 82 00:05:02,839 --> 00:05:06,640 Speaker 1: is one point six billion dollars. It generates that much 83 00:05:06,680 --> 00:05:10,320 Speaker 1: money a year as of one UM and this is 84 00:05:10,400 --> 00:05:14,560 Speaker 1: probably lower than the actual average since we can't count 85 00:05:14,600 --> 00:05:18,400 Speaker 1: local or informal business dealings and things like that that 86 00:05:18,520 --> 00:05:21,480 Speaker 1: take place all the time across the entire planet. But 87 00:05:21,640 --> 00:05:24,880 Speaker 1: the takeaway here is that it's massive and growing every 88 00:05:24,880 --> 00:05:28,000 Speaker 1: single day. Yeah, exactly. And there's no one who can 89 00:05:28,080 --> 00:05:33,360 Speaker 1: really give dead accurate estimate here because as you said, 90 00:05:33,400 --> 00:05:37,200 Speaker 1: noll uh, this doesn't count all the people who are 91 00:05:37,279 --> 00:05:40,200 Speaker 1: just like casually painting signs for their friends, you know 92 00:05:40,200 --> 00:05:42,200 Speaker 1: what I mean. And there's no way to really count 93 00:05:42,240 --> 00:05:46,760 Speaker 1: things like organic word of mouth yet. So, and just 94 00:05:46,839 --> 00:05:48,840 Speaker 1: another thing that's interesting in the ad industry is that 95 00:05:49,360 --> 00:05:53,680 Speaker 1: deals will sometimes go across like, um, what would a 96 00:05:53,720 --> 00:05:57,720 Speaker 1: fiscal year or something, So there are some there's some 97 00:05:57,760 --> 00:06:00,839 Speaker 1: weirdness when you're measuring from year to year how much 98 00:06:00,960 --> 00:06:04,839 Speaker 1: is actually being generated the previous year or the next year. Yeah, 99 00:06:04,880 --> 00:06:08,520 Speaker 1: it's funny when they when you hear the phrase Hollywood accounting, 100 00:06:08,680 --> 00:06:12,919 Speaker 1: which is something that the Big Dinosaurs studios used to 101 00:06:13,560 --> 00:06:16,680 Speaker 1: maximize the studio's profit at the expense of the people 102 00:06:16,680 --> 00:06:19,960 Speaker 1: who actually made the film or you know, made whatever 103 00:06:20,000 --> 00:06:23,760 Speaker 1: the thing is. Because that kind of unfairly targets Hollywood. 104 00:06:23,760 --> 00:06:28,240 Speaker 1: This sort of accounting happens everywhere. Uh. Advertising, as we know, 105 00:06:28,880 --> 00:06:32,200 Speaker 1: as everybody knows, also has some imperfections. First, it can 106 00:06:32,240 --> 00:06:35,320 Speaker 1: be tone deaf. I'll raise my hand on a personal 107 00:06:35,320 --> 00:06:39,320 Speaker 1: example here. Uh, many of our long time listeners to 108 00:06:39,440 --> 00:06:43,000 Speaker 1: this show and other shows might have heard me reading 109 00:06:43,040 --> 00:06:46,280 Speaker 1: a bunch of ads from large corporations that, like you said, 110 00:06:46,320 --> 00:06:50,080 Speaker 1: Matt would a cross networks. Uh. And these were ads 111 00:06:50,160 --> 00:06:52,800 Speaker 1: during a pandemic, and they would say stuff like this 112 00:06:52,880 --> 00:06:57,160 Speaker 1: pandemic is tough, will soldiering together? Also by this car, 113 00:06:57,720 --> 00:07:01,599 Speaker 1: these condoms, this case, ada, etcetera. You know what I mean. 114 00:07:01,640 --> 00:07:05,200 Speaker 1: And that's like, that's the last thing people wanted to hear, 115 00:07:05,320 --> 00:07:07,800 Speaker 1: even if it is well intentioned. You know what I 116 00:07:07,839 --> 00:07:09,640 Speaker 1: just I want, Yes, I know what you mean, but 117 00:07:09,760 --> 00:07:14,280 Speaker 1: I want that combo to be available like a jeep wrangler, 118 00:07:14,640 --> 00:07:21,040 Speaker 1: a giant burrito, and a stack of Magnums. Stop him 119 00:07:21,080 --> 00:07:24,920 Speaker 1: that you're making me blush. You mean Magnum those chocolate 120 00:07:25,160 --> 00:07:31,160 Speaker 1: ice cream bars right co co co col So they 121 00:07:31,280 --> 00:07:35,280 Speaker 1: also have In addition to this, the industry, like can 122 00:07:35,360 --> 00:07:37,760 Speaker 1: run the risk of being tone deaf. There's no shortage 123 00:07:37,800 --> 00:07:42,080 Speaker 1: of well intentioned missteps in the history of advertising. Like 124 00:07:42,440 --> 00:07:46,240 Speaker 1: maybe you say, uh, you name a car and you 125 00:07:46,280 --> 00:07:48,320 Speaker 1: sell it in a country where the name of that 126 00:07:48,360 --> 00:07:53,640 Speaker 1: car means something very different, like Nova in English is 127 00:07:53,680 --> 00:07:56,400 Speaker 1: just the car Nova. In other parts of the world 128 00:07:56,480 --> 00:08:01,280 Speaker 1: it means doesn't go so so like you can see 129 00:08:01,280 --> 00:08:03,640 Speaker 1: how these can happen. These are honest missteps, but then 130 00:08:03,680 --> 00:08:06,480 Speaker 1: they're also this is a big thing right now. The 131 00:08:06,520 --> 00:08:09,760 Speaker 1: ad industry has these challenges when it comes to measuring 132 00:08:09,800 --> 00:08:13,000 Speaker 1: its own effectiveness. I think we all remember that um 133 00:08:13,160 --> 00:08:16,880 Speaker 1: famous quote. Half the money I spend on advertising is wasted. 134 00:08:17,360 --> 00:08:22,280 Speaker 1: Trouble is, I just don't know which half, Yeah, exactly. Well, 135 00:08:22,360 --> 00:08:25,520 Speaker 1: and that's why you get all of these other industries 136 00:08:25,560 --> 00:08:27,880 Speaker 1: that are built up around the ad industry, or maybe 137 00:08:27,880 --> 00:08:31,480 Speaker 1: they're just portions of it, where there's an attempt to 138 00:08:31,560 --> 00:08:35,000 Speaker 1: find out as much as you possibly can about each 139 00:08:35,120 --> 00:08:38,800 Speaker 1: end user, each customer that it has their television on 140 00:08:39,000 --> 00:08:43,000 Speaker 1: at three AM and happens to catch that infomercial, right, 141 00:08:43,160 --> 00:08:48,839 Speaker 1: or each customer that is watching the NFL game last Sunday, 142 00:08:49,200 --> 00:08:51,320 Speaker 1: the one NFL game. I don't know how many there 143 00:08:51,360 --> 00:08:54,320 Speaker 1: are on one day, but you know it's they need 144 00:08:54,360 --> 00:08:58,959 Speaker 1: to know everything about you very much. So yeah, and 145 00:08:58,960 --> 00:09:02,559 Speaker 1: and and there's nothing stopping that, really, at least in 146 00:09:02,600 --> 00:09:06,640 Speaker 1: the US. The industry, the ad industry overall, is very 147 00:09:06,679 --> 00:09:10,320 Speaker 1: aware of these first two problems. And again remember that 148 00:09:10,440 --> 00:09:13,760 Speaker 1: number Noel said at the very beginning, three and fifty 149 00:09:13,800 --> 00:09:19,240 Speaker 1: one point six billion dollars per year if you're listening 150 00:09:19,320 --> 00:09:23,719 Speaker 1: to this episode in one, A big chunk of that money, 151 00:09:23,760 --> 00:09:27,319 Speaker 1: a big slice of that case idea is dedicated to, 152 00:09:27,559 --> 00:09:31,679 Speaker 1: as Matt said, learning more about you, learning every possible 153 00:09:31,840 --> 00:09:35,320 Speaker 1: thing about you, scooping up as much info as possible, 154 00:09:35,440 --> 00:09:38,319 Speaker 1: and then learning how to leverage that information to influence 155 00:09:38,360 --> 00:09:41,959 Speaker 1: you to alter your decision making process ever so slightly. 156 00:09:42,080 --> 00:09:46,080 Speaker 1: This is called a nudge. It's like they say, you know, 157 00:09:46,120 --> 00:09:48,720 Speaker 1: if you're getting the thing for free, then you're probably 158 00:09:48,760 --> 00:09:53,040 Speaker 1: the product. Yeah, well, imagine what that means from that 159 00:09:53,120 --> 00:09:57,079 Speaker 1: industry though. If they can see what you're watching right 160 00:09:57,240 --> 00:10:00,000 Speaker 1: as a subscriber to Exfinity or a T ANDT, your 161 00:10:00,040 --> 00:10:03,000 Speaker 1: whatever it is, they if they also have access to 162 00:10:04,000 --> 00:10:07,080 Speaker 1: your credit card in a way like at least you know, 163 00:10:07,559 --> 00:10:09,800 Speaker 1: access through a side door where they just get to 164 00:10:09,840 --> 00:10:14,000 Speaker 1: see certain transactions, they can link you up and say okay, 165 00:10:14,040 --> 00:10:16,280 Speaker 1: that ad that we served at that time during that 166 00:10:16,360 --> 00:10:20,200 Speaker 1: program got to this person and they bought a product. Um, 167 00:10:20,280 --> 00:10:24,120 Speaker 1: that's I would say, that's their primary motivation. Except for 168 00:10:24,240 --> 00:10:29,160 Speaker 1: what been just noted there, the concept of that nudging 169 00:10:29,400 --> 00:10:33,560 Speaker 1: you towards buying one maybe not even towards buying that product, 170 00:10:33,840 --> 00:10:37,319 Speaker 1: but just nudging you towards understanding what their products are, 171 00:10:37,400 --> 00:10:40,080 Speaker 1: what the company is. Let's say you're buying something online, 172 00:10:40,120 --> 00:10:42,040 Speaker 1: doing a little bit of shopping, and you put something 173 00:10:42,080 --> 00:10:45,040 Speaker 1: in your basket but don't follow through. A really popular 174 00:10:45,120 --> 00:10:46,599 Speaker 1: way of nudging you is just to send you a 175 00:10:46,640 --> 00:10:49,640 Speaker 1: little reminder about what's in your cart and say, hey, 176 00:10:49,679 --> 00:10:52,600 Speaker 1: don't forget about this. Um, you know. And that's certainly 177 00:10:52,640 --> 00:10:54,880 Speaker 1: you're like this close to pulling the trigger. So that 178 00:10:55,000 --> 00:10:58,800 Speaker 1: is apparently a very very effective nudge. Oh yeah, yeah, 179 00:10:58,960 --> 00:11:02,720 Speaker 1: good call to Uh, let's let's go further too. So 180 00:11:02,960 --> 00:11:06,840 Speaker 1: these companies and this industry and its associates do not 181 00:11:06,960 --> 00:11:09,560 Speaker 1: think of this as brainwashing you, and they think of 182 00:11:09,559 --> 00:11:13,280 Speaker 1: it more along the lines of let's find the people 183 00:11:13,280 --> 00:11:16,199 Speaker 1: who want to buy a surfboard. I mean an undisclosed 184 00:11:16,840 --> 00:11:19,760 Speaker 1: location over the Pacific right now, so I'm thinking about that. 185 00:11:20,080 --> 00:11:22,560 Speaker 1: Let's find people who want to buy a surfboard, and 186 00:11:22,559 --> 00:11:25,000 Speaker 1: then let's learn everything about them, and let's use that 187 00:11:25,120 --> 00:11:29,600 Speaker 1: knowledge to make sure that when they think of surfboards, 188 00:11:30,000 --> 00:11:34,319 Speaker 1: they think specifically of Island PAULI Surfboards. Uh. That's um, 189 00:11:34,440 --> 00:11:38,840 Speaker 1: that's a company that our producer, Michigan Control Paul runs 190 00:11:38,920 --> 00:11:42,840 Speaker 1: on the side, Island Paul Surfboards. Check them out. That's 191 00:11:42,840 --> 00:11:47,080 Speaker 1: what they call native advertising. P A U l Y, 192 00:11:47,200 --> 00:11:50,040 Speaker 1: not p O l l Y. Just the biggest, biggest 193 00:11:50,080 --> 00:11:54,800 Speaker 1: competition is Ron John surf shops. Yeah, yeah, they're they're 194 00:11:54,920 --> 00:11:57,840 Speaker 1: they're the uh, they're the dinosaurs to the spaceship that 195 00:11:58,000 --> 00:12:01,520 Speaker 1: is Island Paul Surfboards. But but you're absolutely right, that's 196 00:12:01,520 --> 00:12:04,640 Speaker 1: what that's what they're thinking, that's what they're trying to accept. 197 00:12:05,360 --> 00:12:07,480 Speaker 1: This leads to a third big issue, how do you 198 00:12:07,520 --> 00:12:10,120 Speaker 1: apply that information? I love what you pointed out and 199 00:12:10,440 --> 00:12:13,000 Speaker 1: like it's for instance, it's let's just make something up. 200 00:12:13,200 --> 00:12:15,480 Speaker 1: It is all well and good to know that there 201 00:12:15,559 --> 00:12:19,640 Speaker 1: is someone named Jamila Josephine Hawkins. It's all well and 202 00:12:19,679 --> 00:12:21,520 Speaker 1: good to know that she's a twenty five year old 203 00:12:21,559 --> 00:12:24,920 Speaker 1: graduate student at Notre Dame. She has a love of 204 00:12:25,040 --> 00:12:28,920 Speaker 1: Korean skin care products, she has serious concerns about recycling, 205 00:12:29,320 --> 00:12:33,520 Speaker 1: and according to her search history, she's been reading a 206 00:12:33,520 --> 00:12:36,320 Speaker 1: lot about the history of surfing, and she's been reading 207 00:12:36,360 --> 00:12:39,800 Speaker 1: a lot about like Priceline travel deals, things like that. 208 00:12:40,440 --> 00:12:43,959 Speaker 1: How do use this information? Well, maybe let's say that 209 00:12:44,040 --> 00:12:49,240 Speaker 1: she also ends up going into um California or something. Right, 210 00:12:49,280 --> 00:12:51,720 Speaker 1: and you look at her credit card statement, she's she's 211 00:12:52,080 --> 00:12:55,400 Speaker 1: bought a surfboard, right, and now the now we get 212 00:12:55,440 --> 00:12:57,360 Speaker 1: to the best example of how this goes wrong. In 213 00:12:57,360 --> 00:12:59,920 Speaker 1: the early days, a lot of us have experienced the 214 00:13:00,040 --> 00:13:02,600 Speaker 1: um Matt Nolan I have talked about this at length 215 00:13:02,640 --> 00:13:05,800 Speaker 1: off air. Let's see, you make something we could call 216 00:13:05,840 --> 00:13:09,800 Speaker 1: an infrequent purchase. Maybe it's something really expensive, like a 217 00:13:09,800 --> 00:13:12,000 Speaker 1: car or a phone, or it's something that you just 218 00:13:12,880 --> 00:13:16,480 Speaker 1: most people don't need to buy every week, like a commode. 219 00:13:16,920 --> 00:13:19,480 Speaker 1: In the early days of ad targeting, this would be 220 00:13:20,320 --> 00:13:23,040 Speaker 1: so bone headed. You get inundated for the ads for 221 00:13:23,040 --> 00:13:24,840 Speaker 1: the thing you just bought. Like, what do they think 222 00:13:24,880 --> 00:13:27,600 Speaker 1: would happen? You're like, I bought one deep freezer. Look 223 00:13:27,640 --> 00:13:30,160 Speaker 1: at all these ads, and maybe I'll just get another 224 00:13:30,160 --> 00:13:33,080 Speaker 1: one as a tree. I'll figure out where to put it. 225 00:13:33,600 --> 00:13:37,600 Speaker 1: A A commode by the way is a toilet. Just 226 00:13:37,640 --> 00:13:39,959 Speaker 1: in case you didn't weren't aware of that, that is 227 00:13:39,960 --> 00:13:43,439 Speaker 1: a word that at least we will use together. And 228 00:13:43,520 --> 00:13:48,720 Speaker 1: to refer to a toilet. I think it might be, Yeah, 229 00:13:48,800 --> 00:13:54,160 Speaker 1: something my grandpapa would well, well, you're a bit of 230 00:13:54,160 --> 00:13:57,640 Speaker 1: a your a grandpapa type figure, man, you know. I 231 00:13:57,679 --> 00:14:02,080 Speaker 1: mean I would love no. Right, it's a great word. 232 00:14:02,160 --> 00:14:07,920 Speaker 1: I think it's a compliment. Also, Uh, commodious means roomy 233 00:14:08,080 --> 00:14:14,760 Speaker 1: and comfortable. Stop stop, you pull that out of your head. 234 00:14:14,800 --> 00:14:18,840 Speaker 1: Been that's he pulled it out somewhere else there, It 235 00:14:18,920 --> 00:14:21,280 Speaker 1: is there, it is. That's where I keep them. That's 236 00:14:21,280 --> 00:14:22,840 Speaker 1: where I keep the words of the day. That's why 237 00:14:22,880 --> 00:14:27,600 Speaker 1: they sounds are dirty. But like, yeah, that's like you 238 00:14:27,680 --> 00:14:31,120 Speaker 1: see that. Like I know we've all run into this 239 00:14:31,200 --> 00:14:34,360 Speaker 1: situation before, Like you bought something that you weren't planning 240 00:14:34,360 --> 00:14:37,960 Speaker 1: to buy every week, you know, and then and then 241 00:14:37,960 --> 00:14:42,320 Speaker 1: you're like whoa Facebook or insert social media here, pump 242 00:14:42,360 --> 00:14:45,000 Speaker 1: your brakes. Well so, so, I mean the takeaway here 243 00:14:45,080 --> 00:14:48,040 Speaker 1: is that that part of the ad serving system is broken, 244 00:14:48,680 --> 00:14:51,400 Speaker 1: um or it's just not very efficient because it's not 245 00:14:51,480 --> 00:14:54,720 Speaker 1: effective in getting you to buy a thing again that 246 00:14:54,760 --> 00:14:57,160 Speaker 1: you've already bought short of like you're not liking the 247 00:14:57,160 --> 00:14:59,600 Speaker 1: one you got, returning and buying a better one that 248 00:14:59,680 --> 00:15:02,000 Speaker 1: you may we saw another ad for but I I got. 249 00:15:02,560 --> 00:15:03,920 Speaker 1: I don't know the stats on this, but I have 250 00:15:03,960 --> 00:15:07,280 Speaker 1: a hard time believing that happens particularly often. Yeah, I 251 00:15:07,280 --> 00:15:09,960 Speaker 1: bet it. Actually, I think it does. I've seen it. 252 00:15:09,960 --> 00:15:12,960 Speaker 1: It's happened to me. Uh. The one you know where 253 00:15:12,960 --> 00:15:15,280 Speaker 1: it works well is if you just bought a bunch 254 00:15:15,320 --> 00:15:19,640 Speaker 1: of Skittles, right, and then Starbursts is all over you, like, 255 00:15:19,640 --> 00:15:22,280 Speaker 1: oh made you gotta try Starbursts now. But that's not 256 00:15:22,320 --> 00:15:25,160 Speaker 1: an infrequent purchase. I mean, I know. But I thing is, 257 00:15:25,560 --> 00:15:27,320 Speaker 1: if it's something you've just been buying a lot of 258 00:15:27,360 --> 00:15:30,040 Speaker 1: Skittles lately for some reason, Starbursts is gonna try and 259 00:15:30,080 --> 00:15:32,440 Speaker 1: get in there. We're gonna convert you to the start 260 00:15:32,480 --> 00:15:37,120 Speaker 1: to the Starburst side. There's there's a boardroom somewhere in 261 00:15:37,160 --> 00:15:39,880 Speaker 1: the in the bowels of whatever. Come to the ultimately 262 00:15:39,920 --> 00:15:43,200 Speaker 1: owned Starburst and they're like, we gotta get that skittles guy. 263 00:15:43,400 --> 00:15:46,720 Speaker 1: We gotta turn skittles guy. That's all this, that's all 264 00:15:46,760 --> 00:15:50,840 Speaker 1: this meeting is about. Uh. And we don't we legally 265 00:15:50,960 --> 00:15:53,720 Speaker 1: don't know his name. But here's his age, Here's where 266 00:15:53,720 --> 00:15:56,240 Speaker 1: he lives, Here's here his fears. He went to college. Here, 267 00:15:56,480 --> 00:15:58,560 Speaker 1: this is what he buys, this is what he watches 268 00:15:58,600 --> 00:16:01,440 Speaker 1: at three a m. How can start first use this? 269 00:16:01,760 --> 00:16:04,640 Speaker 1: We gotta get to his boyfriend somehow kind of get 270 00:16:04,680 --> 00:16:07,480 Speaker 1: to him. Yeah, I get to those folks so you 271 00:16:07,520 --> 00:16:10,320 Speaker 1: can see the bigger issues and like, no, you're absolutely right. 272 00:16:10,520 --> 00:16:12,800 Speaker 1: It reminds me of and I think maybe we talked 273 00:16:12,800 --> 00:16:15,160 Speaker 1: about this earlier in a different show. It reminds me 274 00:16:15,200 --> 00:16:19,040 Speaker 1: of the Terminator franchise. There's that line in Terminator where 275 00:16:19,040 --> 00:16:21,960 Speaker 1: they say, well, you know, the first ones were easy 276 00:16:22,040 --> 00:16:25,440 Speaker 1: to spot. They didn't sweat, they didn't have hair, you know, 277 00:16:25,640 --> 00:16:28,160 Speaker 1: like that whatever, all this other stuff. And then these 278 00:16:28,680 --> 00:16:33,440 Speaker 1: terminators got progressively and progressively more human looking, until you 279 00:16:33,520 --> 00:16:36,320 Speaker 1: end up with a schwarzneaker. And so you can see 280 00:16:36,320 --> 00:16:39,480 Speaker 1: the big issue from the industry's perspective. There poured a 281 00:16:39,560 --> 00:16:41,760 Speaker 1: ton of money into stuff, and they don't always know 282 00:16:41,840 --> 00:16:44,520 Speaker 1: if it's working, so they look for what they would 283 00:16:44,520 --> 00:16:48,080 Speaker 1: call innovative ways to address these big problems. And that's 284 00:16:48,120 --> 00:16:51,080 Speaker 1: where we get to the story we found that launched 285 00:16:51,120 --> 00:16:54,480 Speaker 1: us on this episode. Some factions the ad industry really 286 00:16:54,520 --> 00:17:00,880 Speaker 1: are hoping that the inception approach, which they call targeted incubation, 287 00:17:01,320 --> 00:17:04,879 Speaker 1: can solve a lot of these problems at once. What 288 00:17:04,960 --> 00:17:07,560 Speaker 1: are we talking about, Well, it depends on whether we 289 00:17:07,640 --> 00:17:10,760 Speaker 1: come back from this this first ad break. Who do 290 00:17:10,760 --> 00:17:12,119 Speaker 1: you who do you think it is? Who's going to 291 00:17:12,200 --> 00:17:19,239 Speaker 1: be the goods and services on something with? What'll it? 292 00:17:19,280 --> 00:17:21,320 Speaker 1: What'll it be? I mean, if it's listening to us, 293 00:17:21,320 --> 00:17:24,639 Speaker 1: it's gonna be Starburst or Skills. Probably it'll be it'll 294 00:17:24,640 --> 00:17:30,280 Speaker 1: be aliens that are in the form of jellies, like 295 00:17:30,320 --> 00:17:32,920 Speaker 1: some kind of jelly candy. Oh yeah, they're called cubs. 296 00:17:34,119 --> 00:17:37,719 Speaker 1: Oh no, no, jubes. Excuse me, jubes. These are gelatinous 297 00:17:37,800 --> 00:17:40,359 Speaker 1: alien cubes that you can eat and put in your cocktails. 298 00:17:40,359 --> 00:17:48,199 Speaker 1: I'm not making this up. Let's see what happens. All right, 299 00:17:48,280 --> 00:17:53,680 Speaker 1: so we've returned. We're talking about targeted dream incubation. It's 300 00:17:53,760 --> 00:17:57,440 Speaker 1: not just Christopher Nowlan's idea. It's a real thing. Christopher 301 00:17:57,440 --> 00:18:02,119 Speaker 1: Dowlan did inception right, he did all right, close one. Sorry, Chris, 302 00:18:02,280 --> 00:18:05,520 Speaker 1: that was a close one. You deserve better, man, Okay. 303 00:18:05,600 --> 00:18:09,119 Speaker 1: He wrote it like two levels up and yeah, it's fine. 304 00:18:09,400 --> 00:18:12,480 Speaker 1: The final product was released in this level. I got it, 305 00:18:12,520 --> 00:18:15,360 Speaker 1: got it. So let's let's talk a little bit about that. 306 00:18:17,160 --> 00:18:19,720 Speaker 1: What what was the original thing that hit? It was 307 00:18:19,760 --> 00:18:22,280 Speaker 1: with Cores, right, Yes, that was the one we brought 308 00:18:22,320 --> 00:18:26,800 Speaker 1: up previously. There was a Harvard researcher at Harvard University, 309 00:18:26,840 --> 00:18:29,680 Speaker 1: researcher named dear Dre Barrett. She had been working on this, 310 00:18:30,080 --> 00:18:33,080 Speaker 1: you know, in this field advertising, trying to figure out 311 00:18:33,080 --> 00:18:37,320 Speaker 1: innovations there since the early ninety nineties, and it was 312 00:18:37,480 --> 00:18:41,880 Speaker 1: I believe it was one. Maybe it wasn't it was earlier. 313 00:18:41,880 --> 00:18:45,040 Speaker 1: It was one when she started working with Cores. Because 314 00:18:45,080 --> 00:18:47,280 Speaker 1: there was the whole thing with the super Bowl that's 315 00:18:47,359 --> 00:18:52,879 Speaker 1: saw coming back now. Um so Cores and these researchers 316 00:18:52,880 --> 00:18:57,160 Speaker 1: from Harvard partnered up on an advertising campaign that ran 317 00:18:57,280 --> 00:18:59,800 Speaker 1: in tandem with the super Bowl, but not on this 318 00:19:00,000 --> 00:19:02,280 Speaker 1: super Bowl or in the super Bowl. It's something they 319 00:19:02,400 --> 00:19:06,840 Speaker 1: released around the same time. And oh boy, you guys 320 00:19:07,280 --> 00:19:08,840 Speaker 1: first of all, to talk about this, just to bring 321 00:19:08,880 --> 00:19:11,560 Speaker 1: it back up in case you missed that episode. When 322 00:19:11,600 --> 00:19:14,560 Speaker 1: you think, of course, that's a beer company, what do 323 00:19:14,600 --> 00:19:16,720 Speaker 1: you think of? Just close your eyes. Well, if you're 324 00:19:16,720 --> 00:19:20,800 Speaker 1: not driving, if you're driving, just imagine all the cars 325 00:19:20,800 --> 00:19:25,120 Speaker 1: are cours cans taped the Rockies, right, is that course, 326 00:19:25,560 --> 00:19:28,680 Speaker 1: that's the one there their slogans, I mean I think 327 00:19:28,680 --> 00:19:33,520 Speaker 1: of mountains and flowing crystal streams and waterfalls and stuff 328 00:19:33,560 --> 00:19:36,399 Speaker 1: like that. That's right, because they put that on their logo. 329 00:19:36,880 --> 00:19:39,239 Speaker 1: They put that kind of imagery in your mind as 330 00:19:39,240 --> 00:19:41,399 Speaker 1: soon as you look at it. And then over the 331 00:19:41,480 --> 00:19:44,440 Speaker 1: years they've used that kind of imagery in their advertising 332 00:19:44,480 --> 00:19:51,200 Speaker 1: campaigns to really pair those things being with friends, freshness, cool, 333 00:19:51,880 --> 00:19:59,520 Speaker 1: refreshing outside because it's their vision board or their call 334 00:20:00,280 --> 00:20:09,800 Speaker 1: freedom plane kayak right, like yes, outdoors, the adventures, and 335 00:20:09,840 --> 00:20:14,480 Speaker 1: then uh, they have this thing where and this works. Okay, 336 00:20:14,600 --> 00:20:19,720 Speaker 1: First we have to say, uh, Dr Barrett's research is legit. 337 00:20:20,119 --> 00:20:24,000 Speaker 1: She figured out very intelligent things along with other people 338 00:20:24,000 --> 00:20:26,720 Speaker 1: in this field. But uh that what did they do. 339 00:20:26,800 --> 00:20:30,440 Speaker 1: We've got those associations, We've got those words. Those associations 340 00:20:30,480 --> 00:20:35,119 Speaker 1: already exist, right and are probably incepted in many people's minds, 341 00:20:35,200 --> 00:20:38,159 Speaker 1: especially if they're of drinking age or you know, whenever 342 00:20:38,200 --> 00:20:40,840 Speaker 1: they started drinking and they've had a course before, they've 343 00:20:40,880 --> 00:20:44,359 Speaker 1: watched television with commercials in them. What they did is 344 00:20:44,359 --> 00:20:47,679 Speaker 1: they took a group of eighteen people and uh, I 345 00:20:47,720 --> 00:20:49,919 Speaker 1: did not know this when we originally reported on this, 346 00:20:50,320 --> 00:20:54,520 Speaker 1: but Ben, you found that twelve of them were paid actors. Yes, yeah, 347 00:20:54,600 --> 00:20:57,080 Speaker 1: twelve of the eight team were paid actors. Because this 348 00:20:57,200 --> 00:21:01,440 Speaker 1: is not because this is advertised, it's okay to use 349 00:21:01,440 --> 00:21:05,760 Speaker 1: paid actors and advertising. Like, I hope we're not the 350 00:21:05,760 --> 00:21:08,840 Speaker 1: first people who are telling you this, fellow conspiracy realist. 351 00:21:09,480 --> 00:21:12,280 Speaker 1: But um, not all of those kids are even really 352 00:21:12,280 --> 00:21:15,240 Speaker 1: eating cereal. I mean, most of the food onto television 353 00:21:15,400 --> 00:21:17,719 Speaker 1: is as fake as the people pretending to like it 354 00:21:17,720 --> 00:21:20,520 Speaker 1: in the world. And this is what you I mean, 355 00:21:20,520 --> 00:21:22,960 Speaker 1: at this stage probably call us stunt, you know, I 356 00:21:22,960 --> 00:21:25,480 Speaker 1: mean it was done for publicity. It was kind of like, oh, 357 00:21:25,520 --> 00:21:29,200 Speaker 1: how crazy is this? You know, it's essentially marketing stunt, 358 00:21:29,480 --> 00:21:33,800 Speaker 1: not necessarily a marketing technique. Then they're pushing, you know, 359 00:21:33,920 --> 00:21:35,720 Speaker 1: like oh, this is the wave of the future. But 360 00:21:36,119 --> 00:21:38,960 Speaker 1: it does kind of point to some kind of creepy 361 00:21:39,080 --> 00:21:42,800 Speaker 1: future ramifications or what happens when you know, we talked 362 00:21:42,840 --> 00:21:44,639 Speaker 1: about how if you just walk around outside and you 363 00:21:45,119 --> 00:21:47,480 Speaker 1: count the logos and the branding that you see, what 364 00:21:47,600 --> 00:21:50,960 Speaker 1: have that started invading your your sleep and then therefore 365 00:21:51,040 --> 00:21:53,840 Speaker 1: your waking mind as a result. I mean, that's a 366 00:21:53,920 --> 00:21:58,199 Speaker 1: pretty invasive proposition. Well, yeah, because what they did with 367 00:21:58,240 --> 00:22:02,760 Speaker 1: those eighteen people is they had them watch a nineties second, 368 00:22:02,880 --> 00:22:07,320 Speaker 1: very short video which had all kinds of imagery associated 369 00:22:07,320 --> 00:22:11,840 Speaker 1: with cores already, waterfalls, the mountain air, they just visualized it, 370 00:22:12,280 --> 00:22:16,520 Speaker 1: uh and uh, cores beer like yummy cores beer, refreshing, 371 00:22:16,600 --> 00:22:19,399 Speaker 1: popping open, the little bit of a sweat on the 372 00:22:19,840 --> 00:22:22,119 Speaker 1: on the can, so you know, it's so cold compared 373 00:22:22,160 --> 00:22:25,600 Speaker 1: to us environment. Um. And they made them watch that 374 00:22:25,760 --> 00:22:28,720 Speaker 1: just before they drifted off to sleep, and then they 375 00:22:28,840 --> 00:22:32,760 Speaker 1: used lots and lots of tech to monitor what's going 376 00:22:32,840 --> 00:22:36,399 Speaker 1: on in their brain, which which level of sleep they 377 00:22:36,400 --> 00:22:41,000 Speaker 1: are at at any given point, and some weird stuff 378 00:22:41,000 --> 00:22:45,320 Speaker 1: happened according to their promotional materials made from this. So 379 00:22:45,440 --> 00:22:51,280 Speaker 1: according you know, according to the marketing material this this 380 00:22:51,400 --> 00:22:53,600 Speaker 1: is not a study, this is marketing material. According to 381 00:22:53,640 --> 00:22:56,040 Speaker 1: the marketing material that Core is released, they have a 382 00:22:56,080 --> 00:23:00,479 Speaker 1: really creepy you know, um night vision cam deo you 383 00:23:00,520 --> 00:23:03,480 Speaker 1: can watch, uh. And they said that when these participants 384 00:23:03,560 --> 00:23:06,040 Speaker 1: awoke from r E. M sleep, that's the part where 385 00:23:06,040 --> 00:23:09,359 Speaker 1: you dream if you're human. Then the five of those 386 00:23:09,400 --> 00:23:13,320 Speaker 1: folks of those eighteens said, I dreamt about course beer 387 00:23:13,520 --> 00:23:16,119 Speaker 1: or I dreamt about Seltzer. Important to note at this 388 00:23:16,160 --> 00:23:19,760 Speaker 1: point no official results have been released, and they're not 389 00:23:19,800 --> 00:23:24,440 Speaker 1: obligated to release official results at this point, um even 390 00:23:24,480 --> 00:23:27,119 Speaker 1: to the participants, because again it's more of a stunt 391 00:23:27,200 --> 00:23:30,600 Speaker 1: than a study. But we know that there is other 392 00:23:30,760 --> 00:23:35,359 Speaker 1: research in this field. If you have played as it 393 00:23:35,400 --> 00:23:37,280 Speaker 1: adds up, it it creets over time. So if you 394 00:23:37,400 --> 00:23:40,120 Speaker 1: play like a couple hours of Tetris a day, you're 395 00:23:40,119 --> 00:23:43,240 Speaker 1: gonna start dreaming about Tetris. There's another really great study 396 00:23:43,280 --> 00:23:47,480 Speaker 1: where participants were asked to write down, to physically write 397 00:23:47,480 --> 00:23:51,960 Speaker 1: down a problem or something they've been thinking about, and 398 00:23:52,040 --> 00:23:54,640 Speaker 1: to think about that problem. Look at what they've written down, 399 00:23:54,720 --> 00:23:57,160 Speaker 1: maybe write it down again right before they go to sleep. 400 00:23:57,240 --> 00:24:00,119 Speaker 1: Over the course of a week, and they begin dreaming 401 00:24:00,119 --> 00:24:02,480 Speaker 1: about that problem, and sometimes they come up with a 402 00:24:02,520 --> 00:24:05,520 Speaker 1: different way to frame it or address it. Uh, because 403 00:24:05,560 --> 00:24:08,960 Speaker 1: what they're doing is they're encoding things for their brain 404 00:24:09,040 --> 00:24:11,919 Speaker 1: to process later. Please take a second, you know, if 405 00:24:11,920 --> 00:24:13,840 Speaker 1: you're on a long drive right now, you've got a 406 00:24:13,880 --> 00:24:16,160 Speaker 1: long day ahead of you, take a second and listen 407 00:24:16,200 --> 00:24:19,200 Speaker 1: to our two part episode on dreams, because you'll see 408 00:24:20,720 --> 00:24:23,879 Speaker 1: humans are messing with things they don't comprehend in a 409 00:24:24,000 --> 00:24:27,560 Speaker 1: very real sense yet, and like, think about this, think 410 00:24:27,600 --> 00:24:31,480 Speaker 1: about how easily this can solve problems. If if we're 411 00:24:31,520 --> 00:24:37,080 Speaker 1: the company, right, if we're Island Pauli's Surfboards. We're not 412 00:24:37,119 --> 00:24:40,159 Speaker 1: being tone deaf now because the commercial that we have 413 00:24:40,280 --> 00:24:44,600 Speaker 1: created is being produced and directed by the person dreaming it. 414 00:24:44,600 --> 00:24:48,040 Speaker 1: It's also highly personalized, and the dreamer is in a 415 00:24:48,160 --> 00:24:52,600 Speaker 1: very suggestible state. And because you, the dreamer, are communicating 416 00:24:52,640 --> 00:24:55,920 Speaker 1: with yourself, you won't be turned off by misapplied data. 417 00:24:56,200 --> 00:24:58,520 Speaker 1: If you dream of buying a new car after you 418 00:24:58,600 --> 00:25:02,119 Speaker 1: just bought one, you'll think, WHOA, dreams are crazy, followed 419 00:25:02,160 --> 00:25:04,280 Speaker 1: by man, I guess I sure do love that Honda 420 00:25:04,320 --> 00:25:09,560 Speaker 1: Odyssey for some reason. You know, Yeah, this can work. 421 00:25:09,760 --> 00:25:13,359 Speaker 1: It can backfire, though, do you know why. I'll give 422 00:25:13,400 --> 00:25:16,800 Speaker 1: you an example. I think I've mentioned this before. My 423 00:25:16,880 --> 00:25:22,480 Speaker 1: father described to me once the most terrifying real dream 424 00:25:22,560 --> 00:25:26,000 Speaker 1: that he ever experienced a nightmare, and it was of 425 00:25:26,119 --> 00:25:29,520 Speaker 1: a certain brand of orange push pops. Do you guys 426 00:25:29,560 --> 00:25:32,760 Speaker 1: remember these things like orange sherbet push pops? Well, they were. 427 00:25:32,800 --> 00:25:35,120 Speaker 1: There were ones that had flint stones branding around them. 428 00:25:35,119 --> 00:25:40,200 Speaker 1: Remember those? And was with a little white cardboard sleeves 429 00:25:38,920 --> 00:25:43,879 Speaker 1: and poke up at the body. It was one that 430 00:25:43,920 --> 00:25:47,320 Speaker 1: my father had experienced when he was younger, and he 431 00:25:47,440 --> 00:25:51,439 Speaker 1: had a one particular nightmare about those and for the 432 00:25:51,480 --> 00:25:54,320 Speaker 1: rest of his life and the rest of my life 433 00:25:54,359 --> 00:25:56,320 Speaker 1: while I was living under his care, I was not 434 00:25:56,359 --> 00:26:00,720 Speaker 1: allowed to eat, or purchase or even ask for orange 435 00:26:00,720 --> 00:26:03,280 Speaker 1: push pops because it horrified him so much that he 436 00:26:03,320 --> 00:26:06,600 Speaker 1: didn't even even like looking at them. Did he tell 437 00:26:06,640 --> 00:26:09,359 Speaker 1: you the substance of the dream. Uh No, he didn't 438 00:26:09,400 --> 00:26:13,160 Speaker 1: want to talk about it. But imagine if that had, 439 00:26:13,359 --> 00:26:16,399 Speaker 1: if the Honda Odyssey had that effect on some people, 440 00:26:17,760 --> 00:26:21,920 Speaker 1: on some people has Yeah, yeah, that's I mean, that's 441 00:26:21,920 --> 00:26:25,600 Speaker 1: a very very good point. This also leads us to 442 00:26:26,680 --> 00:26:29,639 Speaker 1: this leads us to something else. This this Israel, and 443 00:26:29,720 --> 00:26:34,600 Speaker 1: people don't completely understand the ramifications of what's happening. The 444 00:26:34,680 --> 00:26:37,080 Speaker 1: coorpse test gets the most pressed, but it's probably best 445 00:26:37,160 --> 00:26:40,600 Speaker 1: understood as a new application a very old idea. People 446 00:26:40,680 --> 00:26:44,119 Speaker 1: have been trying to, you know, give themselves lucid dreams 447 00:26:44,200 --> 00:26:46,840 Speaker 1: or make themselves dream about specific things for such a 448 00:26:46,960 --> 00:26:50,560 Speaker 1: very long time, and that's why sleep and memory researchers, 449 00:26:50,560 --> 00:26:54,920 Speaker 1: as well as some activists are super concerned about inserting 450 00:26:55,000 --> 00:27:00,719 Speaker 1: a profit motive into memory processing because it could become disruptive, 451 00:27:00,760 --> 00:27:06,440 Speaker 1: debilitating thing like to your example about Frederick the Elders 452 00:27:07,160 --> 00:27:11,080 Speaker 1: quarrel with that with those Sherberts, right, because it is Sherbert, 453 00:27:11,080 --> 00:27:13,919 Speaker 1: and I think it's kind of gross too. I get him, 454 00:27:14,200 --> 00:27:18,600 Speaker 1: But what what would happen? Like the sci fi short 455 00:27:18,720 --> 00:27:22,199 Speaker 1: story version of this course, commercial gone wrong would be 456 00:27:22,240 --> 00:27:25,960 Speaker 1: like Harlotte Ellison Ray Bradberry present the man who could 457 00:27:26,000 --> 00:27:30,280 Speaker 1: not stop dreaming of cores. And then instead of like um, 458 00:27:30,800 --> 00:27:34,640 Speaker 1: Charlton Heston shaking his fist at the Statue of Liberty, 459 00:27:35,000 --> 00:27:39,320 Speaker 1: is just some guy breaking down in the middle of um, 460 00:27:39,440 --> 00:27:42,720 Speaker 1: I guess their house or maybe a public space and 461 00:27:42,800 --> 00:27:46,760 Speaker 1: going goes no, it's like trying to dig his eyeballs out, 462 00:27:47,000 --> 00:27:48,960 Speaker 1: Like I couldn't think he's I think he's on a 463 00:27:49,000 --> 00:27:52,760 Speaker 1: commercial flight and he just wakes up and it happens 464 00:27:52,960 --> 00:27:57,560 Speaker 1: it's a commercial for a flight, and it's like the 465 00:27:57,600 --> 00:28:00,800 Speaker 1: guy's ripping his eyes out and then uh the and 466 00:28:00,840 --> 00:28:05,200 Speaker 1: then the like the logo comes up and it's like spirit, 467 00:28:05,560 --> 00:28:10,760 Speaker 1: you get what you paid for God. But but we're kidding. 468 00:28:10,760 --> 00:28:13,679 Speaker 1: No offense to spirit f Live the friendly skuys Um. 469 00:28:14,119 --> 00:28:16,960 Speaker 1: While this might sound like slick sci fi, before we 470 00:28:17,000 --> 00:28:20,600 Speaker 1: can sign it to this sort of trash bind of sensationalism, 471 00:28:20,640 --> 00:28:23,520 Speaker 1: we have to remember that brain research has also played 472 00:28:23,520 --> 00:28:27,600 Speaker 1: a huge, if often unacknowledged role in the design of 473 00:28:27,680 --> 00:28:31,320 Speaker 1: stuff like social media, the design of stuff like smartphones. 474 00:28:31,600 --> 00:28:35,200 Speaker 1: Those have a profound influence on people's waking lives. They 475 00:28:35,200 --> 00:28:40,480 Speaker 1: have changed the way people process information. I like, oh so, 476 00:28:40,800 --> 00:28:43,360 Speaker 1: and that's why when people are awake with most of 477 00:28:43,400 --> 00:28:46,920 Speaker 1: their conscious defenses operating. So what happens when that goes 478 00:28:46,920 --> 00:28:50,680 Speaker 1: into your slumberin life? Possibly terrible things, possibly short term 479 00:28:50,720 --> 00:28:56,200 Speaker 1: profitable things, but definitely potential for terrible things. And these 480 00:28:56,200 --> 00:28:58,440 Speaker 1: were all just the facts. There's much more to the 481 00:28:58,480 --> 00:29:01,920 Speaker 1: future of advertising, much more, and you should be aware 482 00:29:01,920 --> 00:29:04,440 Speaker 1: of it. In fact, you should be frightened. What are 483 00:29:04,480 --> 00:29:06,520 Speaker 1: we talking about? We'll tell you after a word from 484 00:29:06,520 --> 00:29:16,360 Speaker 1: our sponsor, we've returned. What adds did we have? Were 485 00:29:16,400 --> 00:29:21,360 Speaker 1: they ironic? Given today's topic? Let us know one std 486 00:29:21,600 --> 00:29:27,720 Speaker 1: w y t k at I heart radio dot com. 487 00:29:28,040 --> 00:29:30,000 Speaker 1: You know we don't have a listener right in saying 488 00:29:30,000 --> 00:29:32,760 Speaker 1: how they heard back to back? Like, uh, some sort 489 00:29:32,800 --> 00:29:36,680 Speaker 1: of diet ad followed by some sort of like Starbucks 490 00:29:36,840 --> 00:29:39,720 Speaker 1: really fatty milkshake ad. And that's the height of irony. 491 00:29:39,760 --> 00:29:42,440 Speaker 1: I think and advertise and probably you know, things that 492 00:29:42,440 --> 00:29:44,720 Speaker 1: should maybe be blocked out, but it probably shouldn't have 493 00:29:46,040 --> 00:29:49,360 Speaker 1: like that. It's act or maybe it's exactly what should happen. 494 00:29:49,400 --> 00:29:52,719 Speaker 1: It's like, you know, get fat on this product and 495 00:29:52,720 --> 00:29:55,480 Speaker 1: then get skinny on this product. It's a win win. 496 00:29:55,960 --> 00:29:58,440 Speaker 1: The way Elvis used to take drugs to wake up 497 00:29:58,520 --> 00:30:00,560 Speaker 1: and then took drugs to go to sleep. That worked 498 00:30:00,600 --> 00:30:04,200 Speaker 1: out very well for him, didn't it to go to 499 00:30:04,240 --> 00:30:09,160 Speaker 1: the bathroom of the commode? Oh no, I'm keep it, 500 00:30:09,280 --> 00:30:13,160 Speaker 1: keep it. Uh So so this gets us, this is 501 00:30:13,680 --> 00:30:16,680 Speaker 1: a really really good point. Uh we do listen to 502 00:30:16,680 --> 00:30:18,960 Speaker 1: that stuff. We have fun. I don't know if we'll 503 00:30:19,000 --> 00:30:21,600 Speaker 1: ever top the blue Apron ad that came on during 504 00:30:21,600 --> 00:30:27,960 Speaker 1: our Cannibalism episode, but that's the top. Well, we'll see, 505 00:30:27,960 --> 00:30:30,080 Speaker 1: we'll see what happens with this one. But here's the thing. 506 00:30:30,120 --> 00:30:35,200 Speaker 1: We're talking about the scary future of advertising or marketing. First, 507 00:30:35,280 --> 00:30:39,040 Speaker 1: it's already here. It's it's kind of misleading and comforting 508 00:30:39,280 --> 00:30:42,640 Speaker 1: for us to call it the future, because what we 509 00:30:42,720 --> 00:30:45,680 Speaker 1: mean by this is that the technology and the techniques 510 00:30:45,720 --> 00:30:50,160 Speaker 1: and those new conspiracies, because remember advertising is propaganda. Advertising 511 00:30:50,240 --> 00:30:55,000 Speaker 1: is inherently conspiratorial on many levels. What those those new 512 00:30:55,120 --> 00:31:00,160 Speaker 1: things that are like down the line are already here, Uh, 513 00:31:00,200 --> 00:31:03,720 Speaker 1: These ideas, these ways of altering your decision in your 514 00:31:03,760 --> 00:31:09,200 Speaker 1: perspective without your informs consent, They already exist and they 515 00:31:09,200 --> 00:31:11,680 Speaker 1: may seem like the future to us because we're non 516 00:31:11,840 --> 00:31:16,400 Speaker 1: ad experts. But when insiders talk about the quote unquote future, 517 00:31:16,680 --> 00:31:21,040 Speaker 1: what they really mean is something more like, which of 518 00:31:21,120 --> 00:31:24,960 Speaker 1: these recent strategies that we're already doing will turn out 519 00:31:24,960 --> 00:31:26,680 Speaker 1: to be the most effective. It's selling you know, our 520 00:31:26,760 --> 00:31:29,920 Speaker 1: widgets or our surfboards, or our condoms that case ideas 521 00:31:30,200 --> 00:31:34,240 Speaker 1: or our UM four door sedans. Well, the key to 522 00:31:34,360 --> 00:31:37,320 Speaker 1: all of this stuff, as far as uh I'm aware, 523 00:31:37,720 --> 00:31:40,920 Speaker 1: is UM targeting. They call it targeted ads. UM the 524 00:31:41,000 --> 00:31:44,840 Speaker 1: idea of of sending something directly to you in a 525 00:31:44,920 --> 00:31:48,280 Speaker 1: way that you can understand, in a when a voice 526 00:31:48,320 --> 00:31:52,640 Speaker 1: that is comforting or in some way UM triggering in 527 00:31:52,760 --> 00:31:55,480 Speaker 1: positive way nudging right to you. So we can call 528 00:31:55,560 --> 00:32:00,760 Speaker 1: that story at ization and personalization, the idea that UM 529 00:32:01,000 --> 00:32:05,880 Speaker 1: it is tailored to your exact experience your exact preferences, 530 00:32:06,280 --> 00:32:11,040 Speaker 1: and sometimes through things like AI for example, could be 531 00:32:11,200 --> 00:32:15,719 Speaker 1: tailored to your exact physical location based on tags, GEO tags, 532 00:32:15,760 --> 00:32:18,600 Speaker 1: things like that where you know the system serving the 533 00:32:18,600 --> 00:32:21,680 Speaker 1: ads knows where you are because of your IP address 534 00:32:21,720 --> 00:32:25,080 Speaker 1: like Santa podcast environment um or a web environment, and 535 00:32:25,120 --> 00:32:27,960 Speaker 1: then consider you up stuff that's maybe more regional or 536 00:32:28,000 --> 00:32:31,800 Speaker 1: more localized. Yeah, I feel that that happens to if 537 00:32:31,920 --> 00:32:35,080 Speaker 1: use like a GPS service, You'll have you know your 538 00:32:35,360 --> 00:32:37,479 Speaker 1: maps or your ways. We'll have a little pop up 539 00:32:37,480 --> 00:32:42,120 Speaker 1: ad that says something like, hey, you fat piece of trash, 540 00:32:42,280 --> 00:32:45,120 Speaker 1: there's a there's a fast food place on exit seven. 541 00:32:46,360 --> 00:32:49,120 Speaker 1: I don't know how you guys GPS handles you, but 542 00:32:49,440 --> 00:32:52,320 Speaker 1: I say thanks, ways, and then I high tail it 543 00:32:52,360 --> 00:32:56,320 Speaker 1: to fat Burger, which is actually a very popular chain 544 00:32:56,360 --> 00:32:59,200 Speaker 1: of burger joints in California. We don't have them around here, though, 545 00:32:59,200 --> 00:33:01,520 Speaker 1: I think Dr dre owns a stake. But let's talk 546 00:33:01,520 --> 00:33:04,719 Speaker 1: more about the storytization, because that's the thing that we 547 00:33:04,840 --> 00:33:09,400 Speaker 1: encounter plenty um in our interaction with add people. They 548 00:33:09,520 --> 00:33:13,680 Speaker 1: want ads to appear as close to content as humanly possible. 549 00:33:13,880 --> 00:33:17,600 Speaker 1: They want it to be ultimately indistinguishable from content. Therefore, 550 00:33:17,960 --> 00:33:20,800 Speaker 1: let's make it a story. Let's make it have a beginning, 551 00:33:20,840 --> 00:33:24,320 Speaker 1: a middle, and an end, sometimes packaged in a one 552 00:33:24,480 --> 00:33:26,680 Speaker 1: large piece of content where you have to wait for 553 00:33:26,760 --> 00:33:29,240 Speaker 1: the story to complete. Uh. And that's a way to 554 00:33:29,320 --> 00:33:31,560 Speaker 1: keep people kind of clicking and keep people guessing and 555 00:33:31,600 --> 00:33:35,160 Speaker 1: make it not feel like they're being inundated or bombarded 556 00:33:35,160 --> 00:33:37,640 Speaker 1: with something that's irrelevant to them. If it actually feels 557 00:33:37,680 --> 00:33:39,520 Speaker 1: like some of they're interested in or they want to hear, 558 00:33:39,720 --> 00:33:42,560 Speaker 1: how is the story conclude? What are we talking about? Well, 559 00:33:42,600 --> 00:33:47,640 Speaker 1: I mean, we we're joking a little bit earlier about prophylactics, 560 00:33:47,640 --> 00:33:51,600 Speaker 1: but there literally is a prophylactic company that has an 561 00:33:51,720 --> 00:33:55,320 Speaker 1: entire podcast on this network, and that's what it's about. 562 00:33:55,560 --> 00:33:59,640 Speaker 1: It's like four condoms by condoms about condoms brought to 563 00:33:59,640 --> 00:34:03,160 Speaker 1: you by condus. Yeah. Yeah, and this stuff happens. But 564 00:34:03,240 --> 00:34:06,360 Speaker 1: that doesn't necessarily I think it's important point to say 565 00:34:06,400 --> 00:34:11,359 Speaker 1: that doesn't necessarily make something bad or being accurate, like 566 00:34:11,400 --> 00:34:14,439 Speaker 1: if you had done this before on a different show, 567 00:34:14,600 --> 00:34:18,440 Speaker 1: we did. Uh, one of the worst puns done recently, 568 00:34:18,520 --> 00:34:21,200 Speaker 1: which is a brief history of underwear, and that came 569 00:34:21,360 --> 00:34:24,000 Speaker 1: that was something that we did in partnership with an 570 00:34:24,080 --> 00:34:26,799 Speaker 1: underwear company. And it's also it worked because we were 571 00:34:26,840 --> 00:34:29,759 Speaker 1: already going to talk about something like that, and it's 572 00:34:29,760 --> 00:34:34,320 Speaker 1: actually a pretty solid episode. I think, yeah, no, no, yeah, 573 00:34:34,360 --> 00:34:37,440 Speaker 1: And it's just weird. I think you just need to 574 00:34:37,480 --> 00:34:40,279 Speaker 1: know listening to this that we do have as our 575 00:34:40,400 --> 00:34:42,960 Speaker 1: roles in this company and also as our roles on 576 00:34:43,000 --> 00:34:46,640 Speaker 1: this show, we have this really weird relationship with ads 577 00:34:46,800 --> 00:34:51,200 Speaker 1: and we're learning a lot about them. And yeah, and 578 00:34:51,239 --> 00:34:54,799 Speaker 1: we'll walk away if there's something like we we walk 579 00:34:54,880 --> 00:34:57,960 Speaker 1: away from stuff. Oh yeel like it's if it's we 580 00:34:58,000 --> 00:35:01,920 Speaker 1: feel like it's sinister or trashy. So I want to 581 00:35:01,920 --> 00:35:04,239 Speaker 1: get back to this story thing because that's why I'm 582 00:35:04,239 --> 00:35:07,520 Speaker 1: bringing up that example of like a history of underwear 583 00:35:07,600 --> 00:35:10,800 Speaker 1: with an underwear company. There's not censorship on us because 584 00:35:10,800 --> 00:35:13,960 Speaker 1: we don't. We don't really tolerate that and a lot 585 00:35:14,040 --> 00:35:16,520 Speaker 1: of the stuff we do and we're fortunate in that regard. 586 00:35:16,880 --> 00:35:20,840 Speaker 1: But companies do increasingly sell your sell a story to 587 00:35:21,000 --> 00:35:24,480 Speaker 1: you because it plays on people's love of stories, and 588 00:35:24,520 --> 00:35:28,600 Speaker 1: it plays on people's obsession with themselves. That you've said 589 00:35:28,640 --> 00:35:33,279 Speaker 1: it before, everybody's favorite conversations, everybody's favorite topic of conversation 590 00:35:33,480 --> 00:35:36,440 Speaker 1: is themselves. Uh. No matter what language you speak, odds 591 00:35:36,440 --> 00:35:38,560 Speaker 1: are the people you meet, their favorite word in that 592 00:35:38,640 --> 00:35:41,080 Speaker 1: language is going to be their own name. Uh. And 593 00:35:41,320 --> 00:35:43,799 Speaker 1: be very careful with that power because people can tell 594 00:35:43,880 --> 00:35:46,719 Speaker 1: when you're trying to manipulate them with it, unless you're 595 00:35:46,800 --> 00:35:50,040 Speaker 1: very subtle. So this I don't know about you, guys, 596 00:35:50,040 --> 00:35:51,760 Speaker 1: but this stood out to me. The idea of selling 597 00:35:51,800 --> 00:35:54,840 Speaker 1: a story rather than an actual product, or using the 598 00:35:54,960 --> 00:35:58,400 Speaker 1: stories and means of selling it always made me think 599 00:35:58,480 --> 00:36:03,360 Speaker 1: of those really infusing cologne and perfume and high fashion 600 00:36:03,400 --> 00:36:06,440 Speaker 1: ads I would see on television when I was younger, 601 00:36:06,600 --> 00:36:09,400 Speaker 1: where it's like black and white. There are people lounging 602 00:36:09,640 --> 00:36:13,200 Speaker 1: and they're all like cartoonishly attractive, but there's something serious 603 00:36:13,280 --> 00:36:16,600 Speaker 1: going on. They're not smiling. What's what's what's happening? And 604 00:36:16,600 --> 00:36:21,120 Speaker 1: then there's like weird, weird music, you know, and then 605 00:36:21,280 --> 00:36:26,399 Speaker 1: like a somebody's like desire or then someone's like when 606 00:36:26,520 --> 00:36:30,600 Speaker 1: I sell you I knew and then boom Calvin Klein, 607 00:36:31,360 --> 00:36:34,799 Speaker 1: or like the cologne name, there's a really good one. 608 00:36:34,960 --> 00:36:38,040 Speaker 1: I think it is a Gucci cologne. Um, it's got 609 00:36:38,080 --> 00:36:41,240 Speaker 1: Adam Driver in it and he's swimming in slow motion 610 00:36:41,320 --> 00:36:44,879 Speaker 1: with a horse. Um. And it's beautifully shot, as those 611 00:36:44,880 --> 00:36:47,880 Speaker 1: commercials often are with these high fashion companies like Guccier, 612 00:36:48,160 --> 00:36:50,200 Speaker 1: you know, Calvin Kleiner, what have you. They're meant to 613 00:36:50,400 --> 00:36:53,480 Speaker 1: feel like kind of like a cinematic you know, vibe 614 00:36:53,480 --> 00:36:55,600 Speaker 1: like a work of art. And this one's really neat. 615 00:36:55,640 --> 00:36:58,200 Speaker 1: But it's like it's Adam Driver swimming with a horse. 616 00:36:58,560 --> 00:37:01,279 Speaker 1: And then at the end it's got some weird void 617 00:37:01,360 --> 00:37:03,320 Speaker 1: v O or something and it's just some kind of fragrance. 618 00:37:03,480 --> 00:37:05,840 Speaker 1: And then at the end you see him on the beach, 619 00:37:06,000 --> 00:37:10,400 Speaker 1: but he is now a pegasus. He has horse legs. Um. 620 00:37:10,480 --> 00:37:13,360 Speaker 1: So you know, the implication there is that this perfume 621 00:37:13,400 --> 00:37:17,480 Speaker 1: gives you horse legs, but you know clearly that's not 622 00:37:17,680 --> 00:37:20,400 Speaker 1: the case. But it's just funny, like the implication in 623 00:37:20,440 --> 00:37:23,720 Speaker 1: your situation, man, or your example, is that this perfume 624 00:37:23,760 --> 00:37:26,400 Speaker 1: will make you happy, It will make you, you know, 625 00:37:26,640 --> 00:37:29,680 Speaker 1: change your mood, will change. Um. And those are all 626 00:37:29,719 --> 00:37:31,480 Speaker 1: things that it's like you don't even need to back 627 00:37:31,560 --> 00:37:34,040 Speaker 1: them up with science. You don't because you're not really 628 00:37:34,040 --> 00:37:37,759 Speaker 1: overtly saying it. You're just showing a scenario where people 629 00:37:37,800 --> 00:37:39,880 Speaker 1: split some perfume and then all of a sudden they're happy. 630 00:37:40,080 --> 00:37:41,759 Speaker 1: Or Adam driver swims with a horse and all of 631 00:37:41,800 --> 00:37:44,600 Speaker 1: a sudden he's a horseman. Well, in their situation, they're like, 632 00:37:44,960 --> 00:37:48,440 Speaker 1: I think the ones I'm thinking about happiness is not promised. 633 00:37:48,480 --> 00:37:53,400 Speaker 1: It's just like complex that complicated sexual situations. And then 634 00:37:53,440 --> 00:37:56,120 Speaker 1: you'll also be on a beach or something. It's amazing. 635 00:37:56,440 --> 00:37:59,120 Speaker 1: It's unclear, but you're right about it's it's uh. It's 636 00:37:59,160 --> 00:38:03,560 Speaker 1: about the implication, right, and very much is um And no, 637 00:38:03,719 --> 00:38:05,960 Speaker 1: we're not saying we want to hurt these people. It's 638 00:38:06,000 --> 00:38:11,359 Speaker 1: the implication. But the the thing is that there's this 639 00:38:11,400 --> 00:38:16,319 Speaker 1: works because like human beings love stories and the in fact, 640 00:38:16,400 --> 00:38:18,440 Speaker 1: one of the only things people like more than a 641 00:38:18,480 --> 00:38:20,759 Speaker 1: good story is the story that they feel like they 642 00:38:20,800 --> 00:38:24,319 Speaker 1: are part of or ideally starring in, and this leads 643 00:38:24,360 --> 00:38:30,040 Speaker 1: to personalization. Ad agencies are learning a symmetry, the importance 644 00:38:30,080 --> 00:38:33,560 Speaker 1: of asymmetry and the information war. Uh. And what that 645 00:38:33,600 --> 00:38:35,960 Speaker 1: means is they're they're saying, Hey, we don't need to 646 00:38:36,600 --> 00:38:39,200 Speaker 1: you know, we don't need to just put out something 647 00:38:39,239 --> 00:38:43,560 Speaker 1: that says this vacuum cleaner is the best vacuum cleaner 648 00:38:43,640 --> 00:38:46,400 Speaker 1: for the following reasons. Here are the specs of its motor, 649 00:38:46,719 --> 00:38:49,480 Speaker 1: here's our warranty, blah blah blah. Where they're saying is well, 650 00:38:49,520 --> 00:38:51,799 Speaker 1: we just need to We don't need to tell everybody that. 651 00:38:52,200 --> 00:38:55,120 Speaker 1: Let's play spart with our money. Let's target a specific 652 00:38:55,160 --> 00:38:58,919 Speaker 1: group of people. Let's pour money, reaching into into their 653 00:38:59,000 --> 00:39:02,240 Speaker 1: networks where they live. Let's find out more about Jamila 654 00:39:02,360 --> 00:39:06,719 Speaker 1: Josephine Jackson. What do these mid twenties graduate students at 655 00:39:06,800 --> 00:39:11,000 Speaker 1: Notre Dame want and how can we make what we 656 00:39:11,080 --> 00:39:14,319 Speaker 1: sell part of what they want? There's nothing wrong with 657 00:39:14,360 --> 00:39:16,279 Speaker 1: us as long as you know what's going on. And 658 00:39:16,320 --> 00:39:19,080 Speaker 1: for a lot of industry advocates, it's enough to have that. 659 00:39:19,520 --> 00:39:22,440 Speaker 1: You know that Calvin Klein logo appear at the end 660 00:39:22,520 --> 00:39:25,560 Speaker 1: of a piece of advertising, But that doesn't always happen, 661 00:39:25,719 --> 00:39:28,680 Speaker 1: does it. Well, that's don draper one oh one right there, 662 00:39:28,840 --> 00:39:30,600 Speaker 1: you know. I mean, it's just the idea of selling 663 00:39:30,600 --> 00:39:34,040 Speaker 1: a lifestyle or selling an idea, selling a story behind 664 00:39:34,040 --> 00:39:36,040 Speaker 1: the product. It's not about what the product is. The 665 00:39:36,080 --> 00:39:38,279 Speaker 1: product could very well be just as high quality or 666 00:39:38,360 --> 00:39:40,759 Speaker 1: low quality or middle of the road quality as any 667 00:39:40,840 --> 00:39:43,400 Speaker 1: number of other competitors. It's all about who has the 668 00:39:43,400 --> 00:39:46,520 Speaker 1: best story. And that's what brands referred to this as 669 00:39:46,600 --> 00:39:49,680 Speaker 1: is their story. Um, and that is a very kind 670 00:39:49,719 --> 00:39:54,879 Speaker 1: of high falutin way of saying, how can we kind 671 00:39:54,920 --> 00:39:58,279 Speaker 1: of mislead you in a way? I mean, I don't know, 672 00:39:58,320 --> 00:40:01,880 Speaker 1: Like it's hard to really accused them of that because 673 00:40:01,880 --> 00:40:04,719 Speaker 1: it's such an ephemeral thing that they're selling. You could 674 00:40:04,800 --> 00:40:07,439 Speaker 1: ultimately argue that what they're selling isn't even real, isn't 675 00:40:07,480 --> 00:40:10,640 Speaker 1: even attainable, you know, the idea of happiness, Like what 676 00:40:10,719 --> 00:40:13,080 Speaker 1: even is that? Like? How how do how does one? 677 00:40:13,120 --> 00:40:15,560 Speaker 1: No one really knows. If people knew how to attain happiness, 678 00:40:16,040 --> 00:40:19,040 Speaker 1: there would be no like therapy or or antidepressants or 679 00:40:19,040 --> 00:40:21,880 Speaker 1: you know, the whole drug industry. But if you believe 680 00:40:22,000 --> 00:40:25,280 Speaker 1: in the story behind say Gucci bag, having a Gucci 681 00:40:25,320 --> 00:40:28,000 Speaker 1: bag will make me happy or make me feel good 682 00:40:28,040 --> 00:40:30,799 Speaker 1: about myself. I've been victim to that many times, like 683 00:40:30,840 --> 00:40:33,960 Speaker 1: with say a piece of musical equipment or or a 684 00:40:33,680 --> 00:40:37,640 Speaker 1: pair of shoes. Something about participating in the story of 685 00:40:37,640 --> 00:40:40,520 Speaker 1: that company, whether it's just the history of the company 686 00:40:40,520 --> 00:40:42,520 Speaker 1: and all of the different artists that have used that thing. 687 00:40:42,600 --> 00:40:45,360 Speaker 1: I feel like by jumping in and buying a you know, 688 00:40:45,440 --> 00:40:49,239 Speaker 1: profit synthesizer. I am now participating in the legacy that 689 00:40:49,400 --> 00:40:52,440 Speaker 1: John Carpenter and Thomas Dolby and all of these amazing 690 00:40:52,520 --> 00:40:54,480 Speaker 1: artists of the past or a part of. And I 691 00:40:54,480 --> 00:40:57,040 Speaker 1: feel like I'm part of that too, same with like Jordan's. 692 00:40:57,040 --> 00:41:00,239 Speaker 1: That's why Jordan's are so brilliant because it was my Chael. 693 00:41:00,320 --> 00:41:03,719 Speaker 1: Jordan's as like the spokesperson for his own shoe that 694 00:41:03,760 --> 00:41:06,319 Speaker 1: he wore. And people want to be a part of that. 695 00:41:06,360 --> 00:41:07,799 Speaker 1: People want to be a part of that legacy, and 696 00:41:07,840 --> 00:41:09,680 Speaker 1: they feel like they can be like Mike if they, 697 00:41:09,920 --> 00:41:12,560 Speaker 1: you know, buy the shoe. But that's not really true. 698 00:41:12,719 --> 00:41:15,080 Speaker 1: There's really no guarantee and that's gonna happen. If you 699 00:41:15,080 --> 00:41:16,920 Speaker 1: want to be like Mike, you gotta practice all the 700 00:41:16,960 --> 00:41:19,520 Speaker 1: time and probably have a healthy dose of just like 701 00:41:19,719 --> 00:41:23,640 Speaker 1: raw you know, acumen and talents which everyone's not gonna have. 702 00:41:23,920 --> 00:41:25,880 Speaker 1: But you still feel like you're part of that story 703 00:41:25,920 --> 00:41:29,680 Speaker 1: by buying the shoe. Well, what if you're a company 704 00:41:29,760 --> 00:41:34,680 Speaker 1: that is much smaller, you know than Reebok or what 705 00:41:34,840 --> 00:41:36,640 Speaker 1: was profit? I don't know, I don't know much about 706 00:41:36,680 --> 00:41:42,200 Speaker 1: profits company, but yeah, but like you're a smaller company, right, 707 00:41:42,360 --> 00:41:45,520 Speaker 1: and you want to somehow get your messaging out there, 708 00:41:45,680 --> 00:41:48,759 Speaker 1: get your advertising out there. Let's say you're advertising online 709 00:41:49,000 --> 00:41:53,160 Speaker 1: or something, or even in a podcast Island Polly surfboards, 710 00:41:53,880 --> 00:41:56,960 Speaker 1: Island Polly surfboards. We need to do something here, We 711 00:41:57,040 --> 00:41:59,560 Speaker 1: need to get more eyes on our ads. So what 712 00:41:59,680 --> 00:42:02,320 Speaker 1: we're to do instead of hiring a bunch of people 713 00:42:02,760 --> 00:42:08,440 Speaker 1: to share this thing out, We're going to use bots. Robots, 714 00:42:08,960 --> 00:42:13,200 Speaker 1: not really robots, it's more like algorithms and computer programs. 715 00:42:13,239 --> 00:42:17,880 Speaker 1: But but what what these companies can do not always 716 00:42:18,520 --> 00:42:21,640 Speaker 1: is get a bunch of clicks on a particular ad 717 00:42:21,719 --> 00:42:24,000 Speaker 1: or a particular post. A lot of times. This is 718 00:42:24,040 --> 00:42:26,319 Speaker 1: common in social media right now, and it has been 719 00:42:26,360 --> 00:42:29,600 Speaker 1: for a long time, where they elevate a post by 720 00:42:29,600 --> 00:42:32,160 Speaker 1: having these bots share it, and so then it gets 721 00:42:32,200 --> 00:42:34,600 Speaker 1: seen by more and more people. It goes, it moves 722 00:42:34,719 --> 00:42:42,440 Speaker 1: up in popularity. Then actual or actual targets or customers 723 00:42:42,800 --> 00:42:45,399 Speaker 1: see it and possibly click on it and share it. 724 00:42:45,880 --> 00:42:48,600 Speaker 1: But this is really a double edged sword, right then, 725 00:42:48,680 --> 00:42:52,400 Speaker 1: this isn't like just a positive thing for the company. No, 726 00:42:52,719 --> 00:42:56,080 Speaker 1: you're right that, uh, the rise of automation is inevitable. 727 00:42:56,600 --> 00:42:59,840 Speaker 1: It will if it has not yet touched every in 728 00:43:00,080 --> 00:43:04,359 Speaker 1: a human industry and advertising is no exception. Bots can 729 00:43:04,400 --> 00:43:09,680 Speaker 1: be tremendously helpful for places like Island Paul surfboards. Uh, 730 00:43:09,719 --> 00:43:13,520 Speaker 1: They're they're a bane and a potential opportunity for the 731 00:43:13,560 --> 00:43:16,080 Speaker 1: forces who, even as you hear this now, are trying 732 00:43:16,200 --> 00:43:19,160 Speaker 1: to get into your head. The use of a bot 733 00:43:19,200 --> 00:43:23,920 Speaker 1: net a group of these programs, or these programs applied 734 00:43:23,960 --> 00:43:27,000 Speaker 1: for a specific purpose across a large enough dimension of 735 00:43:27,040 --> 00:43:31,320 Speaker 1: whatever metric, they can drastically increase engagement and therefore visibility 736 00:43:31,320 --> 00:43:35,160 Speaker 1: of something on social media. But those same bots disrupt 737 00:43:35,719 --> 00:43:40,719 Speaker 1: the golden grails, the information wells that advertisers need. So 738 00:43:40,760 --> 00:43:43,799 Speaker 1: you can now think of like most people are aware 739 00:43:43,840 --> 00:43:46,280 Speaker 1: of bots, and you can now think of those as 740 00:43:46,320 --> 00:43:50,160 Speaker 1: an older innovation in this field. But we're talking about 741 00:43:50,520 --> 00:43:54,759 Speaker 1: robots and advertising talking about something else too, We're talking 742 00:43:54,760 --> 00:43:59,120 Speaker 1: about drones. Like let's say, you know, one day you've 743 00:43:59,200 --> 00:44:01,319 Speaker 1: you've just said, I've had it up to here with 744 00:44:01,400 --> 00:44:05,280 Speaker 1: these terrible or well I in ads tried to pressure 745 00:44:05,320 --> 00:44:08,560 Speaker 1: me into something or to sell me some kind of story. 746 00:44:09,560 --> 00:44:11,760 Speaker 1: I woke up from a dream and I said, forget, 747 00:44:11,920 --> 00:44:14,680 Speaker 1: forget this, it's gone too far. I don't even like cores. 748 00:44:14,760 --> 00:44:16,759 Speaker 1: I I don't even drink beer. What's going on? So 749 00:44:16,840 --> 00:44:20,360 Speaker 1: you erase your social media, throw away your television, you 750 00:44:20,360 --> 00:44:23,360 Speaker 1: you brick your smartphone and now you only access the 751 00:44:23,400 --> 00:44:25,880 Speaker 1: Internet through a VPN, and you've fest student it with 752 00:44:25,960 --> 00:44:29,400 Speaker 1: ad blockers. But then you hear it often the distance 753 00:44:32,080 --> 00:44:36,799 Speaker 1: or worrying as a speaker equipped drone flits through your 754 00:44:36,840 --> 00:44:41,480 Speaker 1: neighborhood announcing the newest sales for Amazon's King Jeff Holiday. 755 00:44:41,520 --> 00:44:43,160 Speaker 1: And it might not be a drone. It could be 756 00:44:43,200 --> 00:44:46,920 Speaker 1: an autonomous vehicle with a with a speaker system on it, 757 00:44:47,120 --> 00:44:49,400 Speaker 1: and it's just rolling through your neighborhood. I'm part of 758 00:44:49,400 --> 00:44:53,040 Speaker 1: its daily circuit to tell you about these advertisements that 759 00:44:53,080 --> 00:44:56,239 Speaker 1: are targeted towards your neighborhood. Because, whether it's a drone 760 00:44:56,320 --> 00:44:58,680 Speaker 1: or an a VY, the vehicle's route has been determined 761 00:44:58,719 --> 00:45:03,040 Speaker 1: by the information of the people around you. The Zilo rating, 762 00:45:03,239 --> 00:45:06,279 Speaker 1: you know what I mean, the local grocery stores. How 763 00:45:06,320 --> 00:45:08,880 Speaker 1: do they vote things like this? You were a by standard, 764 00:45:09,200 --> 00:45:12,759 Speaker 1: but now you were a bystandard in the informational crossfire. 765 00:45:12,960 --> 00:45:16,440 Speaker 1: It's a situation you can't escape unless you move, or 766 00:45:16,480 --> 00:45:19,160 Speaker 1: unless you like do something real weird with your h 767 00:45:19,200 --> 00:45:21,319 Speaker 1: o A. I don't know but this can happen and 768 00:45:21,320 --> 00:45:24,640 Speaker 1: it's not too far away from becoming reality. Yeah. Honestly, 769 00:45:24,640 --> 00:45:27,279 Speaker 1: it feels like an extension of like old school political 770 00:45:27,560 --> 00:45:31,440 Speaker 1: ad campaigns, where you'd have like a truck rolling around 771 00:45:31,480 --> 00:45:34,320 Speaker 1: a certain area with like a recorded message talking about 772 00:45:34,320 --> 00:45:37,680 Speaker 1: a particular candidate. Um, if you've seen the movie Nashville, Uh, 773 00:45:37,719 --> 00:45:40,080 Speaker 1: the political candidate who's kind of like place this like 774 00:45:40,120 --> 00:45:43,359 Speaker 1: sort of specter part through looms over the whole movie. Um, 775 00:45:43,440 --> 00:45:45,440 Speaker 1: you only ever hear him in the form of a 776 00:45:45,480 --> 00:45:49,160 Speaker 1: loudspeaker attached to a van with his logo on the side. 777 00:45:49,360 --> 00:45:52,400 Speaker 1: So that's definitely kind of like a classic um, you know, 778 00:45:52,520 --> 00:45:56,000 Speaker 1: spamming of people's ears with an ad. But you're right 779 00:45:56,040 --> 00:45:58,680 Speaker 1: if you get it targeted and they're autonomous and you 780 00:45:58,680 --> 00:46:02,279 Speaker 1: can deploy gentially thousands of them to different areas where 781 00:46:02,280 --> 00:46:05,080 Speaker 1: they will make the most impact. Yeah, I would say 782 00:46:05,080 --> 00:46:08,399 Speaker 1: that's pretty pernicious and could be considered noise pollution, could 783 00:46:08,400 --> 00:46:11,880 Speaker 1: be considered a lot of things. Uh, yeah, we'll imagine this. 784 00:46:12,000 --> 00:46:16,200 Speaker 1: You're a devoted customer of I don't know, some fast 785 00:46:16,200 --> 00:46:21,319 Speaker 1: food chain and they offer you several hundred dollars, maybe 786 00:46:21,360 --> 00:46:24,880 Speaker 1: even thousand dollars to have one of these drones like 787 00:46:25,120 --> 00:46:28,400 Speaker 1: established in your backyard or in your front yard where 788 00:46:28,560 --> 00:46:31,000 Speaker 1: it has its you know, it's home where it goes 789 00:46:31,040 --> 00:46:35,480 Speaker 1: back to every night in charges. But your whole neighborhood. 790 00:46:35,480 --> 00:46:38,120 Speaker 1: It's too bad, your whole neighbor neighborhood is now targeted 791 00:46:38,120 --> 00:46:40,759 Speaker 1: by your drone that you're getting paid for. Right, And 792 00:46:40,800 --> 00:46:44,879 Speaker 1: there is uh, there's not a law specifically against that. 793 00:46:44,960 --> 00:46:48,080 Speaker 1: There are some f a things with drones, right, But 794 00:46:48,120 --> 00:46:50,480 Speaker 1: you know, maybe it's heck, maybe it's just a really 795 00:46:50,560 --> 00:46:53,439 Speaker 1: kidded out roomba, you know, or one of those dark 796 00:46:53,840 --> 00:46:56,760 Speaker 1: one of those lovely DARPA dog robots with a speaker 797 00:46:56,800 --> 00:47:01,120 Speaker 1: on it. But this, yeah, this, um, this isn't as 798 00:47:01,160 --> 00:47:04,480 Speaker 1: far away as it might it might seem. And then 799 00:47:04,520 --> 00:47:08,360 Speaker 1: there's another thing. Holograms. Hologram has made a huge splash 800 00:47:08,400 --> 00:47:11,880 Speaker 1: a few years back. They were used for posthumous concerts, right, 801 00:47:11,960 --> 00:47:14,040 Speaker 1: and everyone was like, I was saw the Tupac concert. 802 00:47:14,080 --> 00:47:16,080 Speaker 1: It wasn't really in but it was a hologram. But 803 00:47:16,160 --> 00:47:19,000 Speaker 1: the potential for shenanigans goes way past that. We are 804 00:47:19,040 --> 00:47:21,400 Speaker 1: in the world of deep fakes. There is not really 805 00:47:21,400 --> 00:47:23,719 Speaker 1: a way to stop it. Imagine a world in which 806 00:47:23,719 --> 00:47:28,160 Speaker 1: your favorite celebrities, historical figures, whatever, suddenly appear on screen 807 00:47:28,320 --> 00:47:32,280 Speaker 1: or in person, UH touting a product. The celebrity involved 808 00:47:32,480 --> 00:47:35,760 Speaker 1: may have no knowledge of how their likeness is being used. 809 00:47:36,080 --> 00:47:40,440 Speaker 1: Whose island, PAULI, says Morgan Freeman, I don't even surf whatever. 810 00:47:40,600 --> 00:47:43,560 Speaker 1: These are examples were making up. But the company involved, 811 00:47:44,560 --> 00:47:49,320 Speaker 1: UH might have no need for transparency. There may already 812 00:47:49,320 --> 00:47:51,440 Speaker 1: be an agreement that could happen, And that's where it 813 00:47:51,480 --> 00:47:56,720 Speaker 1: gets worse. Imagine this second, just as likely scenario. Forget celebrities, folks, 814 00:47:57,239 --> 00:48:01,600 Speaker 1: I mean, people shouldn't worship celebrities anyway. It's sort of silly, 815 00:48:01,640 --> 00:48:04,879 Speaker 1: But imagine this. You have signed up for an aper 816 00:48:04,960 --> 00:48:10,280 Speaker 1: or service. Maybe it's Amazon Prime, maybe it's Instagram, something 817 00:48:10,360 --> 00:48:13,720 Speaker 1: like that, and buried in the terms and conditions, which 818 00:48:13,760 --> 00:48:17,920 Speaker 1: are by design difficult to read, you grant that company 819 00:48:18,040 --> 00:48:21,160 Speaker 1: the right to use your likeness as that company sees fit. 820 00:48:21,600 --> 00:48:25,760 Speaker 1: People are familiar. Social media usually requires you to allow 821 00:48:25,840 --> 00:48:28,719 Speaker 1: them to share your pictures. Right, But if it's just 822 00:48:28,800 --> 00:48:31,960 Speaker 1: a likeness, Even though this already exists in still photographs, 823 00:48:32,280 --> 00:48:36,480 Speaker 1: imagine if it's invoice usage in video in holograms as well. 824 00:48:36,600 --> 00:48:38,680 Speaker 1: This is a world quite possibly on the way now 825 00:48:38,880 --> 00:48:41,160 Speaker 1: in which a company may sell your likeness as a 826 00:48:41,239 --> 00:48:44,239 Speaker 1: legal deep fake. Next thing, you know, you get messages 827 00:48:44,680 --> 00:48:48,640 Speaker 1: right from um, from your maybe your friends and family, 828 00:48:48,719 --> 00:48:51,560 Speaker 1: especially if they're less tech savvy, and they're like, hey, 829 00:48:51,600 --> 00:48:54,239 Speaker 1: why did you send me that video or snapchat telling 830 00:48:54,320 --> 00:48:59,919 Speaker 1: me about how much you love um uh, belligerent bend, 831 00:49:00,120 --> 00:49:05,520 Speaker 1: being fresh, coffee, cappuccinos, whatever. And I think it gets 832 00:49:05,520 --> 00:49:12,160 Speaker 1: weirder the more specific it is. M. That's a mouthful 833 00:49:12,400 --> 00:49:17,480 Speaker 1: that's probably coffee. Yeah, happy like, hey, happy birthday on 834 00:49:17,760 --> 00:49:21,279 Speaker 1: so and so. Um. You know, I love you very much. 835 00:49:22,480 --> 00:49:25,040 Speaker 1: I love you almost as much as the new endless 836 00:49:25,080 --> 00:49:28,680 Speaker 1: appetizers deal that's going on just at the Applebe's right 837 00:49:28,719 --> 00:49:30,960 Speaker 1: up the street from you. Anyway, have a great one. 838 00:49:31,520 --> 00:49:37,440 Speaker 1: Uh tell cousin insert name here. I said, hello, zoop boom. 839 00:49:37,440 --> 00:49:39,880 Speaker 1: I never said that, you might think, but that thought 840 00:49:39,920 --> 00:49:44,000 Speaker 1: will arrive too late. Well, I don't think it's no. 841 00:49:44,120 --> 00:49:48,160 Speaker 1: I mean it's well within the realm of possibility, if 842 00:49:48,200 --> 00:49:51,040 Speaker 1: not already existing. And here's an example of something that 843 00:49:51,080 --> 00:49:53,959 Speaker 1: I've experienced personally, and I've been seeing some posts about 844 00:49:54,000 --> 00:49:57,640 Speaker 1: it on social media. UM, some kind of evangelical type 845 00:49:57,680 --> 00:50:02,440 Speaker 1: groups are sending out it appears to be handwritten letters 846 00:50:02,960 --> 00:50:06,719 Speaker 1: to individuals saying using your name and saying that they're 847 00:50:06,760 --> 00:50:10,600 Speaker 1: praying for you in particular. Right, Um, And I've got 848 00:50:10,600 --> 00:50:14,279 Speaker 1: to wonder is it really handwritten or is it generative 849 00:50:14,280 --> 00:50:15,920 Speaker 1: in a way that makes it look like it's handwritten 850 00:50:15,920 --> 00:50:18,880 Speaker 1: and they just know your name based on the data 851 00:50:18,920 --> 00:50:22,320 Speaker 1: that they have collected. But the initial reaction of getting 852 00:50:22,320 --> 00:50:25,360 Speaker 1: a handwritten letter is you're a little more invested and 853 00:50:25,400 --> 00:50:27,520 Speaker 1: you're gonna read it and pay a little closer attention. 854 00:50:27,680 --> 00:50:30,279 Speaker 1: It's also got that thing that Chick fil A does. Uh, 855 00:50:30,360 --> 00:50:32,960 Speaker 1: I forget the term for it. Maybe it's disfluency where 856 00:50:32,960 --> 00:50:35,560 Speaker 1: if you're seeing like letters that are maybe in the 857 00:50:35,600 --> 00:50:38,479 Speaker 1: wrong size or like upper case mixed with lower case, 858 00:50:38,560 --> 00:50:41,200 Speaker 1: your brain kind of latches onto it a little more 859 00:50:41,280 --> 00:50:45,880 Speaker 1: readily and then you thereby taking the message more clearly. Um. 860 00:50:46,000 --> 00:50:47,600 Speaker 1: One that I saw in mine looked like it was 861 00:50:47,640 --> 00:50:50,080 Speaker 1: written by a small child, because it was written with 862 00:50:50,160 --> 00:50:53,239 Speaker 1: this kind of like you know, learning to write for 863 00:50:53,280 --> 00:50:56,319 Speaker 1: the first time, kind of like handwriting. But it was 864 00:50:56,360 --> 00:51:00,960 Speaker 1: all this religious message that seemed communication wise at a 865 00:51:01,040 --> 00:51:03,880 Speaker 1: higher level than what I was seeing in terms of 866 00:51:03,880 --> 00:51:05,920 Speaker 1: the actual text, and then I got one too that 867 00:51:06,000 --> 00:51:08,600 Speaker 1: was very similar. So I don't know if the evangelicals 868 00:51:08,600 --> 00:51:10,400 Speaker 1: just have like a beat on this or if this 869 00:51:10,480 --> 00:51:12,640 Speaker 1: is something that's going to be a larger thing. But 870 00:51:12,719 --> 00:51:16,200 Speaker 1: it's fascinating and I gotta wonder what does that operation 871 00:51:16,320 --> 00:51:19,680 Speaker 1: look like? Yeah, it's cross industry. Um, it's happening a 872 00:51:19,760 --> 00:51:25,680 Speaker 1: lot of places, because a letter that appears handwritten is 873 00:51:25,719 --> 00:51:29,680 Speaker 1: already its own kind of disfluency in the mail because 874 00:51:29,719 --> 00:51:32,160 Speaker 1: people get so much spam. And I love the idea 875 00:51:32,200 --> 00:51:35,640 Speaker 1: of a kid kid writing someone you know, like Dia, 876 00:51:35,880 --> 00:51:40,360 Speaker 1: uncle met you. The APR on the new Floyd F 877 00:51:40,480 --> 00:51:45,400 Speaker 1: one fifty is below four, you know, like, that's hilarious 878 00:51:45,600 --> 00:51:48,839 Speaker 1: to me. I had no idea. Why don't you tell 879 00:51:48,880 --> 00:51:51,600 Speaker 1: me earlier? It's certainly something they've been doing for a 880 00:51:51,600 --> 00:51:54,080 Speaker 1: long time, like making things appear to be a check 881 00:51:54,560 --> 00:51:57,319 Speaker 1: for you, when in fact it is an offer uh 882 00:51:57,400 --> 00:51:59,160 Speaker 1: in the form of a check that you know, it's 883 00:51:59,160 --> 00:52:01,799 Speaker 1: obviously not shable in any way, shape or form. But 884 00:52:01,880 --> 00:52:04,400 Speaker 1: if you are looking through mail, usually the kinds of 885 00:52:04,400 --> 00:52:07,080 Speaker 1: things people actually pay attention to in the mail are 886 00:52:07,280 --> 00:52:10,080 Speaker 1: checks or bills. So if they can make something look 887 00:52:10,120 --> 00:52:11,759 Speaker 1: like one of those things that you won't just throw 888 00:52:11,800 --> 00:52:13,960 Speaker 1: it away, then they can do that. So all I'm 889 00:52:13,960 --> 00:52:15,759 Speaker 1: saying is I think there are we're going to see 890 00:52:15,800 --> 00:52:19,720 Speaker 1: more advanced versions of that kind of trickery. Uh, probably 891 00:52:19,760 --> 00:52:23,000 Speaker 1: in the digital realm too, because everyone's gotten wise to 892 00:52:23,200 --> 00:52:26,640 Speaker 1: what these targeted ads look like. So they need to 893 00:52:26,680 --> 00:52:29,400 Speaker 1: make them appear more and more and more like something 894 00:52:29,400 --> 00:52:31,480 Speaker 1: that you want to see, one that you want to 895 00:52:31,480 --> 00:52:33,880 Speaker 1: look at, so that you want to uh, you know, 896 00:52:34,160 --> 00:52:38,319 Speaker 1: like a story like you said, yeah, yeah, well said this. Uh. 897 00:52:38,400 --> 00:52:41,439 Speaker 1: The dark side of this, the sith side of this, 898 00:52:41,560 --> 00:52:44,680 Speaker 1: is taking advantage of people who are not maybe in 899 00:52:44,719 --> 00:52:48,760 Speaker 1: the best financial situation by sending like a shady credit 900 00:52:48,800 --> 00:52:54,360 Speaker 1: card consolidation offer that is that is totally designed to 901 00:52:54,480 --> 00:52:58,160 Speaker 1: look like a final notice bill. They I think that's 902 00:52:58,160 --> 00:53:01,759 Speaker 1: pretty unclean. But this goes far beyond it, because now 903 00:53:01,760 --> 00:53:04,960 Speaker 1: what we're talking what we were just talking about, is 904 00:53:05,400 --> 00:53:09,440 Speaker 1: what I would phrase is infiltration of non ad space. 905 00:53:10,000 --> 00:53:14,560 Speaker 1: People are inundated with them with ads, so um people 906 00:53:14,560 --> 00:53:20,040 Speaker 1: have become blind to like traditional advertisements. So this stuff 907 00:53:20,080 --> 00:53:23,400 Speaker 1: like looking like a handwritten letter, looking like a personal message, 908 00:53:23,680 --> 00:53:26,960 Speaker 1: it cognitively puts people in a This is not an 909 00:53:27,000 --> 00:53:31,400 Speaker 1: ad space. But there's another front. It gets even worse here. Uh, 910 00:53:31,840 --> 00:53:35,440 Speaker 1: you're on LinkedIn, you're on social media. A friend to colleague, 911 00:53:35,480 --> 00:53:38,880 Speaker 1: someone you don't know super well, uh messages you about 912 00:53:38,880 --> 00:53:41,440 Speaker 1: a really cool opportunity or a sale, and you know 913 00:53:41,520 --> 00:53:44,239 Speaker 1: it's not about they're talking to you about it. It's 914 00:53:44,280 --> 00:53:48,520 Speaker 1: clearly a person talking to you about it. Or you're 915 00:53:48,600 --> 00:53:51,840 Speaker 1: hanging out at your local you know, your your local 916 00:53:51,840 --> 00:53:54,640 Speaker 1: pizza joint or whatever, and one of your friends strikes 917 00:53:54,719 --> 00:53:56,880 Speaker 1: up a conversation. They're like, oh, man, I just went 918 00:53:56,960 --> 00:53:58,920 Speaker 1: on this awesome hike and I love it because I 919 00:53:59,000 --> 00:54:00,879 Speaker 1: got these new hiking which I feel like I got 920 00:54:00,920 --> 00:54:03,680 Speaker 1: hike forever, forever, forever, forever. And you're like, you don't 921 00:54:03,680 --> 00:54:05,959 Speaker 1: have to do your own echoes. We're not on a show. 922 00:54:06,040 --> 00:54:09,120 Speaker 1: We're just eating pizza. This happens all the time in general. 923 00:54:09,320 --> 00:54:12,239 Speaker 1: We communicate with each other like that, and when it does, 924 00:54:12,320 --> 00:54:15,800 Speaker 1: it's called word of mouth. Word of mouth is the 925 00:54:15,960 --> 00:54:21,360 Speaker 1: nuclear option in terms of effectiveness in advertising. Human beings 926 00:54:21,400 --> 00:54:26,080 Speaker 1: will u like, obviously, go with what they feel is 927 00:54:26,120 --> 00:54:30,000 Speaker 1: the testimony of someone they know way over some letter 928 00:54:30,200 --> 00:54:33,640 Speaker 1: or a thirty second spot on television. But what happens, 929 00:54:34,640 --> 00:54:37,279 Speaker 1: What happens when that person at the pizza place was 930 00:54:37,360 --> 00:54:44,000 Speaker 1: incentivized to casually advertise something to you in person and say, hey, 931 00:54:44,120 --> 00:54:46,799 Speaker 1: we'll give you these shoes for free. Just make sure 932 00:54:46,840 --> 00:54:50,200 Speaker 1: when you're hanging out with your pals Matt and Noel 933 00:54:50,520 --> 00:54:54,040 Speaker 1: Mission Control, that you mentioned these shoes and how much 934 00:54:54,080 --> 00:54:57,640 Speaker 1: better they make hikes. A world in which the people 935 00:54:57,719 --> 00:55:02,040 Speaker 1: you trust the most are personally turned to catch you 936 00:55:02,719 --> 00:55:07,279 Speaker 1: and all the other loved ones unawares you know, like, um, 937 00:55:07,560 --> 00:55:10,760 Speaker 1: this this is already happening, but just like the early 938 00:55:10,840 --> 00:55:13,840 Speaker 1: days of the Terminator franchise, is kind of easy to tell. 939 00:55:14,239 --> 00:55:16,120 Speaker 1: And here's where it happens. If you are in the US, 940 00:55:16,200 --> 00:55:18,360 Speaker 1: I know you have experienced this. If you were in 941 00:55:18,400 --> 00:55:20,560 Speaker 1: the US and you weren't born during the pandemic, I 942 00:55:20,600 --> 00:55:22,880 Speaker 1: know you have experienced this. If you are listening to 943 00:55:22,880 --> 00:55:26,360 Speaker 1: this show and you're a year and a half old, congratulations, 944 00:55:26,360 --> 00:55:28,840 Speaker 1: you are way ahead of the curve. But uh, but like, 945 00:55:28,920 --> 00:55:31,520 Speaker 1: have you guys ever been at um back when there 946 00:55:31,520 --> 00:55:33,880 Speaker 1: are a lot more in person department stores which you 947 00:55:33,880 --> 00:55:39,160 Speaker 1: ever go to like, uh, Marshals, Marshals or something, Yeah, perfect, Matt, 948 00:55:39,200 --> 00:55:42,680 Speaker 1: And then you're you're buying whatever and then there's the 949 00:55:42,719 --> 00:55:45,560 Speaker 1: moment where the cashier says, so, also, would you like 950 00:55:45,640 --> 00:55:48,000 Speaker 1: to get this credit card or this you know, rewards 951 00:55:48,040 --> 00:55:49,919 Speaker 1: program because it gives you x amount of blah blah 952 00:55:49,960 --> 00:55:52,000 Speaker 1: blah and all these goodies. And you know they don't 953 00:55:52,000 --> 00:55:54,120 Speaker 1: want to say it to you, and they know you 954 00:55:54,120 --> 00:55:56,480 Speaker 1: don't want to hear it. But yeah, you know you're 955 00:55:56,480 --> 00:55:58,799 Speaker 1: not a monster, so you wait politely at the end 956 00:55:58,880 --> 00:56:01,880 Speaker 1: you say like, no, thanks, I wouldn't like a rewards 957 00:56:01,920 --> 00:56:05,839 Speaker 1: card or whatever. Um. Has that ever happened to you? Guys? Oh? 958 00:56:05,880 --> 00:56:07,840 Speaker 1: Got you? Yeah, it's like you said, you kind of 959 00:56:07,880 --> 00:56:10,960 Speaker 1: got a power through because you don't want to be rude. Um, 960 00:56:11,000 --> 00:56:12,879 Speaker 1: but you also know you're not going to go for it, 961 00:56:13,320 --> 00:56:14,840 Speaker 1: so you just kind of gotta let the person do 962 00:56:14,880 --> 00:56:17,920 Speaker 1: their spiel and then you just politely decline. I have 963 00:56:17,960 --> 00:56:20,920 Speaker 1: two things here. Just happened to me at a Marshall's 964 00:56:21,160 --> 00:56:23,960 Speaker 1: and I had a conversation with the cashier who was 965 00:56:24,000 --> 00:56:25,960 Speaker 1: working the front there who offered it to me. I 966 00:56:26,000 --> 00:56:28,560 Speaker 1: asked her, well, how many of those are you? Like, 967 00:56:28,600 --> 00:56:31,480 Speaker 1: do you have to sell you personally in a in 968 00:56:31,560 --> 00:56:33,120 Speaker 1: a day or a week or whatever. And she gave 969 00:56:33,120 --> 00:56:35,600 Speaker 1: me a number which was surprisingly high, and then she 970 00:56:35,640 --> 00:56:38,040 Speaker 1: gave me the number for a week in a month, 971 00:56:38,520 --> 00:56:42,399 Speaker 1: and how much the managers, regional managers and all these 972 00:56:42,400 --> 00:56:46,480 Speaker 1: groups come down on just you know, individual staff members, 973 00:56:46,520 --> 00:56:51,200 Speaker 1: not necessarily at Marshall's. Sorry, I hope Marshal's. I really 974 00:56:51,239 --> 00:56:55,200 Speaker 1: like your stuff. It's cool I did. But yes, it's 975 00:56:55,200 --> 00:56:59,239 Speaker 1: a it's a big quota, and there's huge incentives attached 976 00:56:59,320 --> 00:57:02,880 Speaker 1: to it, as well as sticks, you know, dinner swung 977 00:57:03,280 --> 00:57:05,160 Speaker 1: if you don't meet it. But what I'm saying is 978 00:57:05,239 --> 00:57:09,240 Speaker 1: that kind of reward system exists in so many places, 979 00:57:09,280 --> 00:57:12,840 Speaker 1: with so many companies. I love this idea. Ben of 980 00:57:13,719 --> 00:57:16,880 Speaker 1: they're in a way accepting others to make you sign 981 00:57:17,000 --> 00:57:19,960 Speaker 1: up for the smallest of things. But if you bring 982 00:57:20,000 --> 00:57:22,919 Speaker 1: your friend on you as an individual consumer that brought 983 00:57:22,960 --> 00:57:26,640 Speaker 1: in another customer, get maybe five dollars, maybe twenty dollars, 984 00:57:26,680 --> 00:57:30,000 Speaker 1: maybe even a hundred dollars, depending on how valuable that 985 00:57:30,200 --> 00:57:33,360 Speaker 1: one extra customer is to the company. Yeah, and now 986 00:57:33,640 --> 00:57:37,560 Speaker 1: now imagine, I guess this will be our last disturbing 987 00:57:37,680 --> 00:57:41,360 Speaker 1: scenario for for the for the UH for the episode. 988 00:57:41,680 --> 00:57:45,360 Speaker 1: Because I'm sitting at the floor of a hotel right now, 989 00:57:45,560 --> 00:57:47,800 Speaker 1: so I gotta walk around at some point. But like, 990 00:57:48,000 --> 00:57:52,320 Speaker 1: imagine we're all we get together and we're having like 991 00:57:52,440 --> 00:57:55,680 Speaker 1: Thanksgiving dinner, right, it's all of our families together. You're 992 00:57:55,720 --> 00:57:58,320 Speaker 1: just listening along at home too. We're all together. And 993 00:57:58,360 --> 00:58:01,080 Speaker 1: then the person that you like the most, that you 994 00:58:01,200 --> 00:58:04,280 Speaker 1: only see these kind of events is like, hey, uncle, 995 00:58:04,320 --> 00:58:06,840 Speaker 1: our aunts, so and so or hey blah blah blah. 996 00:58:07,000 --> 00:58:09,640 Speaker 1: How are you doing? Oh that's great, Oh cool, how's 997 00:58:09,680 --> 00:58:12,360 Speaker 1: your thing? Here's my thing? Yeah, I am actually doing 998 00:58:12,360 --> 00:58:14,680 Speaker 1: blah blah blah. And they're like, hey, by the way, 999 00:58:16,840 --> 00:58:19,680 Speaker 1: you like energy drinks, right, Like yeah, because you're still 1000 00:58:19,800 --> 00:58:21,840 Speaker 1: like we both I'm working out a lot more too. 1001 00:58:22,160 --> 00:58:25,440 Speaker 1: I love Brondo. You know, it's got electrolytes, that's what 1002 00:58:25,520 --> 00:58:27,960 Speaker 1: plants crave. And then you're saying, hey, is that a 1003 00:58:28,000 --> 00:58:30,640 Speaker 1: line for it from Idiocracy? And they're like, I don't know, 1004 00:58:30,720 --> 00:58:33,280 Speaker 1: I don't know what you're talking about. I just love Brondo. 1005 00:58:34,320 --> 00:58:37,480 Speaker 1: I I dig it. And then also really keep it 1006 00:58:37,480 --> 00:58:40,480 Speaker 1: out of the ir system, bro right, And then you realize, 1007 00:58:40,520 --> 00:58:43,920 Speaker 1: like you've been they've been turned. That could happen. And 1008 00:58:43,960 --> 00:58:46,000 Speaker 1: then maybe they have, like you said, Matt, maybe they 1009 00:58:46,080 --> 00:58:48,280 Speaker 1: have something on their phone and some sort of app 1010 00:58:48,360 --> 00:58:51,280 Speaker 1: that is like, we have caught you know x amount 1011 00:58:51,360 --> 00:58:55,280 Speaker 1: of organic mentions of insert product here, which means boom, 1012 00:58:55,400 --> 00:58:59,480 Speaker 1: your coupon is in the mail or your you know whatever. 1013 00:58:59,520 --> 00:59:02,600 Speaker 1: You've got many Brando points. I don't know what that 1014 00:59:02,640 --> 00:59:05,840 Speaker 1: would call them. I'm I'm using Brando because I think 1015 00:59:05,840 --> 00:59:09,760 Speaker 1: this is one of the scariest future ad possibilities, and 1016 00:59:09,840 --> 00:59:12,240 Speaker 1: I don't want to accuse a real company of doing 1017 00:59:12,240 --> 00:59:15,400 Speaker 1: it yet, but I can't wait to hear what uh 1018 00:59:15,760 --> 00:59:18,560 Speaker 1: what other folks in the crowd have encountered. Have you 1019 00:59:18,640 --> 00:59:22,160 Speaker 1: liked NOL received strange handwritten letters? I sure have. Have 1020 00:59:22,240 --> 00:59:24,920 Speaker 1: you had an awkward conversation with somebody at the counter 1021 00:59:24,920 --> 00:59:28,360 Speaker 1: of the store and said, look, I know you, we 1022 00:59:28,360 --> 00:59:30,040 Speaker 1: we both know you have to say this. How many 1023 00:59:30,080 --> 00:59:32,800 Speaker 1: people do you have to sell in this thing? Let 1024 00:59:32,840 --> 00:59:35,840 Speaker 1: us let us know these we haven't noticed. We haven't 1025 00:59:35,880 --> 00:59:39,160 Speaker 1: proposed a solution yet because there's not really one. This 1026 00:59:39,280 --> 00:59:42,600 Speaker 1: is just an accelerating conspiracy. For that last one, wells 1027 00:59:42,640 --> 00:59:45,160 Speaker 1: Fargo figured out the solution. You just make people up 1028 00:59:46,600 --> 00:59:51,480 Speaker 1: right if they did that? Yeah, uh, and that's where 1029 00:59:51,480 --> 00:59:53,920 Speaker 1: we are. I mean, maybe one personal solution we could 1030 00:59:53,960 --> 00:59:56,880 Speaker 1: do is if you feel if you feel like all 1031 00:59:56,920 --> 01:00:00,400 Speaker 1: of a sudden, you have this almost inexplicable need to 1032 01:00:00,520 --> 01:00:03,920 Speaker 1: buy a thing, and like I really need these shoes 1033 01:00:04,160 --> 01:00:07,400 Speaker 1: or this machete or this hang glider or you know, 1034 01:00:07,600 --> 01:00:12,360 Speaker 1: like whatever this fingerprint remover kit, ask yourself why you 1035 01:00:12,400 --> 01:00:19,280 Speaker 1: want to buy it, and those items thank later. Well, 1036 01:00:19,400 --> 01:00:22,760 Speaker 1: you know, like it works in um department stores if 1037 01:00:22,760 --> 01:00:25,640 Speaker 1: you find yourself getting an impulse item and a lot 1038 01:00:25,720 --> 01:00:28,520 Speaker 1: of like grocery stores do this too, A lot of 1039 01:00:28,720 --> 01:00:32,320 Speaker 1: every item is purposely placed there for some reason. If 1040 01:00:32,360 --> 01:00:36,760 Speaker 1: you find yourself grabbing something that feels expensive, like if 1041 01:00:36,760 --> 01:00:39,240 Speaker 1: you're like us and you walk around and you're in 1042 01:00:39,280 --> 01:00:43,120 Speaker 1: a really cool audio store or music store, then take 1043 01:00:43,160 --> 01:00:46,080 Speaker 1: the thing that you're thinking about dropping five dollars around 1044 01:00:46,240 --> 01:00:49,160 Speaker 1: on and carried round with you as you shop for 1045 01:00:49,200 --> 01:00:52,880 Speaker 1: what you actually wanted in the store. Eventually the brain 1046 01:00:52,880 --> 01:00:54,920 Speaker 1: will be like, Okay, we got it, we had the impulse, 1047 01:00:54,960 --> 01:00:56,680 Speaker 1: we picked up the thing. Now we can put it 1048 01:00:56,720 --> 01:00:59,920 Speaker 1: down and it won't be as tough. But otherwise I 1049 01:01:00,040 --> 01:01:02,880 Speaker 1: don't know, the solutions don't really exist for this yet. Well, 1050 01:01:02,920 --> 01:01:04,439 Speaker 1: I want to add one last thing before we close. 1051 01:01:04,520 --> 01:01:06,440 Speaker 1: If it's okay, I'm you know, let's not forget that 1052 01:01:06,560 --> 01:01:10,920 Speaker 1: just traditional quote unquote outdoor advertisement is still huge. I 1053 01:01:10,920 --> 01:01:14,080 Speaker 1: mean you see it all over cities. You see advertising 1054 01:01:14,160 --> 01:01:17,959 Speaker 1: masquerading as murals or like really cool graffiti and things 1055 01:01:18,000 --> 01:01:20,200 Speaker 1: like that. That's another example of making something kind of 1056 01:01:20,200 --> 01:01:23,800 Speaker 1: blend in to the background in a way that's meaningful. 1057 01:01:23,840 --> 01:01:25,760 Speaker 1: You're like, oh my god, look at that amazing mural, 1058 01:01:26,000 --> 01:01:28,640 Speaker 1: and then you realize it's actually a fast food adum, 1059 01:01:28,720 --> 01:01:30,800 Speaker 1: but you still it caught your eye in a way 1060 01:01:30,920 --> 01:01:34,400 Speaker 1: that was meaningful. Um. I actually I just wanted to 1061 01:01:34,440 --> 01:01:36,120 Speaker 1: bring this up because it's it's interesting and kind of 1062 01:01:36,120 --> 01:01:38,040 Speaker 1: messed up. A good friend of mine who lives in 1063 01:01:38,040 --> 01:01:42,120 Speaker 1: New York just had to do like putting a company 1064 01:01:42,160 --> 01:01:45,920 Speaker 1: on blast on social media because on the side of 1065 01:01:45,920 --> 01:01:49,600 Speaker 1: his apartment building where all the windows are a billboard 1066 01:01:49,640 --> 01:01:54,240 Speaker 1: company literally just put up a giant banner ad that 1067 01:01:54,400 --> 01:01:58,160 Speaker 1: covered up all of the windows. Uh. And it's ninety 1068 01:01:58,200 --> 01:02:01,280 Speaker 1: degrees in New York City right now. Um, So by 1069 01:02:01,360 --> 01:02:04,120 Speaker 1: you know, adding the company, I'm not gonna put them 1070 01:02:04,160 --> 01:02:07,800 Speaker 1: on blast. Uh. The ad agency and some local you know, 1071 01:02:08,120 --> 01:02:11,680 Speaker 1: municipalities and uh even like AOC and things like that, 1072 01:02:11,760 --> 01:02:13,600 Speaker 1: hoping to get a little help. They got them to 1073 01:02:13,640 --> 01:02:17,680 Speaker 1: agree to take it down. But I wonder what the 1074 01:02:17,760 --> 01:02:21,800 Speaker 1: legality behind that is and who owns your windows? You 1075 01:02:21,800 --> 01:02:25,440 Speaker 1: know what I mean? Like, is that an escalation, um 1076 01:02:25,560 --> 01:02:29,320 Speaker 1: where if you're renting, do you actually have rights to 1077 01:02:29,480 --> 01:02:32,880 Speaker 1: not have advertisements put up in your home or on 1078 01:02:33,000 --> 01:02:34,680 Speaker 1: your home? You know what I mean? I don't know, 1079 01:02:34,960 --> 01:02:38,680 Speaker 1: just a thought or incepted into your mind. While so true, 1080 01:02:38,840 --> 01:02:41,720 Speaker 1: also true? Let us know what you think. Yeah, you 1081 01:02:41,760 --> 01:02:44,040 Speaker 1: can write to us on the internet. We are Conspiracy 1082 01:02:44,080 --> 01:02:47,880 Speaker 1: Stuff on Twitter, Facebook, and YouTube, where you can watch 1083 01:02:48,000 --> 01:02:51,160 Speaker 1: daily video clips of every one of our podcast episodes 1084 01:02:51,480 --> 01:02:53,560 Speaker 1: UM and you can also find us on Instagram where 1085 01:02:53,560 --> 01:02:57,200 Speaker 1: we're at Conspiracy Stuff Show. We also have a phone number. 1086 01:02:57,440 --> 01:03:00,680 Speaker 1: It's one eight three three std w y t K. 1087 01:03:01,160 --> 01:03:04,160 Speaker 1: When you call in, you will hear Ben. Once you've 1088 01:03:04,200 --> 01:03:06,720 Speaker 1: heard him, you have three minutes. You can say anything 1089 01:03:06,800 --> 01:03:09,880 Speaker 1: you want to. Please give yourself a cool nickname. That 1090 01:03:10,040 --> 01:03:12,200 Speaker 1: just it's a little safer for you and it's fun 1091 01:03:12,240 --> 01:03:15,480 Speaker 1: for us. We like it. If you have anything extra 1092 01:03:15,560 --> 01:03:18,320 Speaker 1: you want to say that's directly to us or the producers, 1093 01:03:18,360 --> 01:03:21,720 Speaker 1: please put that towards the end if possible. And hey, 1094 01:03:21,800 --> 01:03:24,000 Speaker 1: if you've got a lot to say that can't fit 1095 01:03:24,040 --> 01:03:26,720 Speaker 1: in that three minutes. We highly recommend you send us 1096 01:03:26,760 --> 01:03:30,760 Speaker 1: a good old fashioned email instead. We are conspiracy at 1097 01:03:30,760 --> 01:03:51,840 Speaker 1: iHeart radio dot com. Stuff they don't want you to 1098 01:03:51,880 --> 01:03:54,680 Speaker 1: know is a production of I heart Radio. For more 1099 01:03:54,680 --> 01:03:57,439 Speaker 1: podcasts from my heart Radio, visit the i heart radio app, 1100 01:03:57,560 --> 01:04:00,400 Speaker 1: Apple Podcasts, or wherever you listen to your favorite shows.