WEBVTT - The Future of Advertising 0:00:00.160 --> 0:00:07.080 Brought to you by Toyota. Let's go places. Welcome to 0:00:07.280 --> 0:00:13.800 Forward Thinking. Hey there, and welcome to U Forward Thinking, 0:00:13.880 --> 0:00:16.880 the podcast that looks at the future and says, anytime 0:00:16.880 --> 0:00:18.320 I need to see your face. That just closed my 0:00:18.360 --> 0:00:19.960 eyes and I'm taking to a place where your crystal 0:00:19.960 --> 0:00:21.800 mind and legenta feelings take up shelter in the base 0:00:21.800 --> 0:00:24.120 of my spine. Sweet like a chicken cherry color. I'm 0:00:24.160 --> 0:00:27.040 Jonathan Strickland, and I'm Joe McCormick, and our other host, 0:00:27.120 --> 0:00:29.600 Lauren Vogel. Mom is not with us today, but she 0:00:29.680 --> 0:00:34.159 will be back next time. Yep. So we had to 0:00:34.200 --> 0:00:37.240 sit down, Joe and I sit down and decide what 0:00:37.240 --> 0:00:39.519 were are you going to talk about in the future, 0:00:39.960 --> 0:00:42.080 Like what what is the episode that we're going to 0:00:42.120 --> 0:00:46.320 look at and say, how is the Oh I'm sorry, wait, 0:00:46.360 --> 0:00:48.360 I'm being told I have to take a break right now. 0:00:49.120 --> 0:00:51.559 We got a little quick commercial. Do we need to 0:00:51.560 --> 0:00:55.160 throw too? Uh? And we'll be right back. No, I'm 0:00:55.160 --> 0:00:57.720 just kidding. Actually, we're gonna talk about the future of advertising. 0:00:58.520 --> 0:01:00.480 You know, I would like to talk about the future 0:01:00.480 --> 0:01:03.880 of advertising, but I am just sitting here stunned by 0:01:03.920 --> 0:01:09.520 the crisp, refreshing taste of coke. You know, As I 0:01:09.560 --> 0:01:12.720 was putting on my levies this morning and uh then 0:01:12.840 --> 0:01:16.039 slipping on a pair of Converse to make the long 0:01:16.120 --> 0:01:21.440 walk here, I was thinking advertising doesn't affect me. It's true, 0:01:21.560 --> 0:01:24.440 you know, though, Jonathan, when you make that long walk 0:01:24.520 --> 0:01:26.400 over to the office out in that hot sun, you 0:01:26.440 --> 0:01:31.040 really should stop and get a nice crisp bottle of 0:01:31.240 --> 0:01:34.039 De Sauny brand water. I'm glad you're sticking with the 0:01:34.040 --> 0:01:37.960 Coke brandst water for your lungs. Actually, you know, you know, 0:01:38.480 --> 0:01:41.480 for my lungs. If I'm gonna breathe in water, might 0:01:41.520 --> 0:01:44.360 as well make it do SAUNI right, Uh, you know, 0:01:44.680 --> 0:01:47.080 I will say this, here's a free plug. There is 0:01:47.160 --> 0:01:52.680 one one location I do legitimately have to force myself 0:01:52.720 --> 0:01:57.160 to walk past on my walk home, King of Pops, 0:01:57.200 --> 0:02:01.360 because the actual King of Pops office is on my 0:02:01.480 --> 0:02:05.120 way home, and you can buy King of Pops popsicles there. 0:02:05.200 --> 0:02:07.520 If you're not familiar. King of Pops is a quite 0:02:07.760 --> 0:02:12.080 popular popsicle stand in Atlanta. They got nice little carts 0:02:12.080 --> 0:02:14.960 wheel things around. They've got handmade popsicles that are delicious, 0:02:14.960 --> 0:02:16.600 and they did not pay us to say that. No. 0:02:16.800 --> 0:02:19.040 They also have a couple of locations like North Carolina 0:02:19.040 --> 0:02:21.600 and a couple of other places too. Yeah, they're they're phenomenal. 0:02:21.680 --> 0:02:23.240 So yeah, if you're ever in the city, guys and 0:02:23.280 --> 0:02:25.200 you you want to come visit how stuff works offices, 0:02:25.760 --> 0:02:27.320 we'd love to have you come by and see it, 0:02:27.400 --> 0:02:29.120 and then maybe we'll go and grab a King of 0:02:29.160 --> 0:02:32.080 pops popsicle. Yeah, they've what have they got. I'm not 0:02:32.120 --> 0:02:35.440 really a popsicle kind of guy, but Sea Salts they're big. One. 0:02:35.560 --> 0:02:38.840 The one I had was like a Chai tea popsicle. 0:02:38.919 --> 0:02:41.040 That's really good. They also have sweet tea and lemonade 0:02:41.080 --> 0:02:44.519 that's really good. That's strawberry margherita. We've you know, that's 0:02:44.600 --> 0:02:47.600 quite good. You know, we're advertising like crazy. Apparently the 0:02:47.600 --> 0:02:50.000 future of advertising is the show. Well, yeah, we should 0:02:50.040 --> 0:02:52.079 go ask them for money now, all right, Well that's 0:02:52.120 --> 0:02:53.920 probably not how it works, and no, no, it's not 0:02:53.960 --> 0:02:56.280 how it works. But we wanted to talk about the 0:02:56.280 --> 0:02:58.240 future of advertising because this is one of those things 0:02:58.240 --> 0:03:01.400 that has become it's especially here in the United States, 0:03:01.639 --> 0:03:05.320 has become something that's really integrated into multiple parts of 0:03:05.320 --> 0:03:10.520 our lives, sometimes intrusively, where attention is brought to it 0:03:10.600 --> 0:03:14.079 and there's a negative reaction. Sometimes it's worked in two 0:03:14.240 --> 0:03:16.880 ways so subtle that you might not even be consciously 0:03:16.919 --> 0:03:20.519 aware of it. And where are we going from here? Yeah, okay, 0:03:20.520 --> 0:03:23.359 So let's start with what I would state as sort 0:03:23.400 --> 0:03:27.760 of the fundamental conflict of the nature of advertising today, 0:03:28.160 --> 0:03:31.560 which is that everybody knows what ads are. I mean, 0:03:31.639 --> 0:03:34.240 it's not a secret anymore. You're you're aware of the 0:03:34.240 --> 0:03:37.360 fact that businesses want you to be one aware of 0:03:37.400 --> 0:03:41.400 their products and services, to to have positive impressions of 0:03:41.440 --> 0:03:44.600 their products and services, and three to have sort of 0:03:44.640 --> 0:03:47.400 like drive or motivation to go out and spend your 0:03:47.480 --> 0:03:50.160 dollars on what they have to sell, right, whether it 0:03:50.280 --> 0:03:52.920 is to do it immediately or whenever you are in 0:03:53.000 --> 0:03:58.040 mind of pursuing that particular type of goods or service, right, So, yeah, 0:03:58.040 --> 0:03:59.680 they might be wanting to make you go out and 0:03:59.680 --> 0:04:01.640 buy it right now, or just kind of plant a 0:04:01.720 --> 0:04:04.280 seed in your brain so that so that it will 0:04:04.320 --> 0:04:08.000 sprout into a tree of money dollars later exactly. But 0:04:08.160 --> 0:04:11.680 so there's a sort of conflict here, which is that 0:04:12.400 --> 0:04:17.560 ads are the financial fuel that makes free content possible. 0:04:17.600 --> 0:04:21.080 I mean, so by free I mean stuff like TV 0:04:21.200 --> 0:04:26.120 shows and uh, and open web content like websites that 0:04:26.200 --> 0:04:28.400 you use that you don't have to pay to access, 0:04:28.520 --> 0:04:33.159 or podcasts, yeah, podcasts, anything like that. Without ads, these 0:04:33.200 --> 0:04:35.600 things wouldn't exist. There would be no way to pay 0:04:35.640 --> 0:04:37.839 the people who make them. They'd have to get jobs 0:04:37.839 --> 0:04:41.359 doing something else. It's just you know, you'd probably the 0:04:41.400 --> 0:04:43.600 only free content would be I guess what people just 0:04:43.800 --> 0:04:46.560 make in their spare time as hobbies, right, it would 0:04:46.560 --> 0:04:48.839 be It would be things that people are so passionate 0:04:48.920 --> 0:04:53.200 about that they are paying for the ability to put 0:04:53.240 --> 0:04:55.400 it out there for other people to enjoy and there 0:04:55.440 --> 0:04:58.320 and ultimately in the grand scheme of things, that is 0:04:58.400 --> 0:05:01.279 unsupportable because only a very few people would ever be 0:05:01.320 --> 0:05:04.200 able to do that on an extended basis. Right, So 0:05:04.520 --> 0:05:07.800 ads make open content possible. But at the same time, 0:05:08.600 --> 0:05:12.640 most people don't really want to watch ads. They might 0:05:12.680 --> 0:05:15.840 not have a really strong aversion, but they just they 0:05:15.880 --> 0:05:18.120 just rather spend their time doing something else. Well, they 0:05:18.200 --> 0:05:23.320 might want to continue the content that they're already pursuing, Like, uh, 0:05:23.360 --> 0:05:25.960 if you're if you're reading an article in a magazine 0:05:26.000 --> 0:05:27.599 and you turn the page and it's an AD, and 0:05:27.600 --> 0:05:29.320 you realize you have to go to the next page 0:05:29.360 --> 0:05:31.919 to to continue the article. That can be frustrating if 0:05:31.920 --> 0:05:35.400 you're watching a television show. Heck, TV shows are designed 0:05:35.400 --> 0:05:38.080 so that the moment just before the ad break is 0:05:38.560 --> 0:05:42.480 essentially like a mini cliffhanger. In most cases, they have 0:05:42.560 --> 0:05:44.600 to try to keep you on the hook to make 0:05:44.640 --> 0:05:46.960 sure that you don't change the channel, right, ads are 0:05:46.960 --> 0:05:49.040 on right, you have to stay there through the ad 0:05:49.040 --> 0:05:51.200 break so that when it comes back, you're still there. 0:05:51.560 --> 0:05:54.159 So that's an incentive for you to stay. And I 0:05:54.160 --> 0:05:56.479 mean it actually in that case, In that way, ads 0:05:56.560 --> 0:05:59.920 are directly affecting the style of the content. The con 0:06:00.400 --> 0:06:06.719 has been uh shaped partially because of advertisements, and uh, 0:06:06.800 --> 0:06:09.920 you know, it's it's it's one of those things where 0:06:09.920 --> 0:06:12.720 I know, like people who get DVRs or people who 0:06:12.800 --> 0:06:15.400 wait until a series is available on DVD or on 0:06:15.480 --> 0:06:18.120 Netflix or something like that, one of the things they 0:06:18.160 --> 0:06:21.960 talk about really enjoying is the ability to view these 0:06:21.960 --> 0:06:25.760 series without the interruption of ads. And that's a problem. Yeah, 0:06:25.839 --> 0:06:28.320 And and that also highlights how you know, of course, 0:06:28.360 --> 0:06:30.919 there are other models for how content can be paid for. 0:06:31.080 --> 0:06:33.360 You can pay to view it or pay to own 0:06:33.400 --> 0:06:35.640 it like you would with like a movie or something. 0:06:36.000 --> 0:06:39.200 So that doesn't mean all movies are necessarily add free. 0:06:39.320 --> 0:06:42.000 Sometimes they want to supplement their budget by placing a 0:06:42.000 --> 0:06:44.560 few products in there or something. Sometimes it's subtle, and 0:06:44.600 --> 0:06:49.320 sometimes it's incredibly blatant. Right, um, But so yeah, ads 0:06:49.400 --> 0:06:52.600 make the content that we like and consume possible, and 0:06:52.640 --> 0:06:55.000 we generally put up with it. I mean, I don't 0:06:55.000 --> 0:06:58.760 get mad when an ad pre rolls before a YouTube video, 0:06:58.880 --> 0:07:00.560 but a lot of times I will switch over to 0:07:00.600 --> 0:07:03.240 another tab while that ads running, or I'll or I'll 0:07:03.279 --> 0:07:05.440 wait till a little skip thing pops up and I'll 0:07:05.440 --> 0:07:07.920 skip it. Yeah. Yeah, I've done the same. I mean 0:07:08.240 --> 0:07:11.320 there's some However, there are times where I've gone to 0:07:11.440 --> 0:07:15.640 a uh YouTube channel, for example, something that I really enjoy, 0:07:15.960 --> 0:07:18.240 and I think, no, I'm letting this ad play out 0:07:18.400 --> 0:07:22.520 because I legitimately like what this person is producing and 0:07:22.560 --> 0:07:25.600 I want to create the incentive for them to produce more, 0:07:25.680 --> 0:07:28.440 want them to get that cents. Yeah, and knowing that 0:07:28.680 --> 0:07:31.880 in the grand scheme of things, my one view is insignificant, 0:07:31.920 --> 0:07:34.280 but I hope that other people are doing the same 0:07:34.360 --> 0:07:37.200 so that the person who's making the stuff I enjoy 0:07:37.400 --> 0:07:40.720 continues to have a reason to make the stuff I enjoy. 0:07:40.760 --> 0:07:42.760 So and that's that's what we wanted to make clear 0:07:42.800 --> 0:07:44.640 from the get go. Joe and I both are not 0:07:44.760 --> 0:07:49.880 anti advertisement. We think that ads provide a valuable service 0:07:50.000 --> 0:07:52.720 for multiple reasons. One, I mean, there are products I 0:07:52.720 --> 0:07:54.720 would never have been aware of had there not been 0:07:54.800 --> 0:07:57.960 ads for them, products that I use all the time, 0:07:58.360 --> 0:08:01.600 like stuff I buy regularly, and and the reason why 0:08:01.640 --> 0:08:03.679 I know about them is because I heard an AD 0:08:03.800 --> 0:08:07.480 or I saw an AD, and that that has led 0:08:07.520 --> 0:08:10.400 to a benefit to me personally. So there's a benefit. 0:08:10.720 --> 0:08:13.440 I work in an industry where we have we work 0:08:13.480 --> 0:08:15.680 on the web. We wouldn't have jobs without we wouldn't 0:08:15.680 --> 0:08:17.520 have jobs without ads, So I benefit from that way 0:08:17.560 --> 0:08:20.680 as well. So uh, and then you know, the advertisers 0:08:20.720 --> 0:08:23.880 benefit if if in fact their ads are effective, because 0:08:23.920 --> 0:08:28.040 they can move whatever the product is. So we're not 0:08:28.200 --> 0:08:36.000 anti ad, we're anti bad advertisement, right, We're anti intrusive 0:08:36.120 --> 0:08:41.000 advertisement that ends up being speak for yourself, intrusive things. 0:08:41.000 --> 0:08:43.319 So when you go to a website and you have 0:08:44.200 --> 0:08:48.720 an auto play video pop up over on top of 0:08:48.760 --> 0:08:50.760 whatever it is you're trying to want, when it starts 0:08:50.800 --> 0:08:53.640 making sound, and it starts making sound, is the worst 0:08:53.679 --> 0:08:56.240 feeling when you've got thirty six tabs open and one 0:08:56.280 --> 0:08:59.920 of them starts making sound, You're like, which one right, yeah, 0:09:00.040 --> 0:09:03.040 because you're you know, sometimes when we're researching these podcasts 0:09:03.080 --> 0:09:07.360 will be we'll be looking at multiple resources and sometimes 0:09:07.400 --> 0:09:11.400 it will be some media coverage of a story, and 0:09:11.800 --> 0:09:13.440 you know, you know, you guys know you've been to 0:09:13.559 --> 0:09:15.560 media sites. There are a lot of media sites out there. 0:09:15.600 --> 0:09:19.080 When you open it up, it has a typed article 0:09:19.280 --> 0:09:22.800 as well as an embedded video, and there are some 0:09:24.000 --> 0:09:26.520 more than a few media outlets out there that have 0:09:26.600 --> 0:09:29.040 those set not a play And then you open up 0:09:29.040 --> 0:09:30.679 all these stabs and like you were saying, Joe, one 0:09:30.679 --> 0:09:32.440 of them starts playing like oh't know, and then you 0:09:32.480 --> 0:09:34.679 have to play hunt the video. When I'm out competing 0:09:34.679 --> 0:09:40.680 in a triathlonshing taste of Coca Cola. This is where 0:09:40.720 --> 0:09:42.720 we point out we live in Atlanta, where you know, 0:09:42.880 --> 0:09:45.640 if we don't mention coca cola and every few podcasts 0:09:45.760 --> 0:09:50.600 we get punished. So anyway, uh, yeah, it's this is 0:09:51.120 --> 0:09:54.000 that's a that's an extreme example, right of a terrible 0:09:54.080 --> 0:10:00.080 advertisement that that is more than more than uh not 0:10:00.360 --> 0:10:04.760 going to irritate the person rather than entice them. Uh, 0:10:05.000 --> 0:10:07.280 I mean you're you're guaranteed to get a lot more 0:10:07.400 --> 0:10:10.480 views that way, but that doesn't mean the views are valuable, right, 0:10:10.520 --> 0:10:13.200 And so there's always this give and take in how 0:10:13.320 --> 0:10:15.760 you design ads and what you do with them. I mean, 0:10:16.040 --> 0:10:19.920 you're you're trying to manage the audience's reaction, manage how 0:10:19.960 --> 0:10:23.080 many audience members are going to see it, how they 0:10:23.120 --> 0:10:25.120 feel about it when they see it. And then you're 0:10:25.160 --> 0:10:27.800 also competing with the fact that most of us don't 0:10:27.800 --> 0:10:30.160 really want to watch ads. We're not going to go 0:10:30.200 --> 0:10:32.640 out of our way to watch ads. So you know, 0:10:32.720 --> 0:10:35.840 how do you make sure that you're still getting exposure 0:10:35.920 --> 0:10:38.640 to especially to the right kind of audience, the people 0:10:38.679 --> 0:10:41.280 that you think would buy your product, and you want 0:10:41.320 --> 0:10:44.679 to see these ads. So there's this back and forth 0:10:44.760 --> 0:10:48.000 going on all the time. People are savvy about like 0:10:48.120 --> 0:10:50.319 when commercials are going to come on on the TV. 0:10:50.520 --> 0:10:53.040 They've come up with devices like TVO and stuff to 0:10:53.080 --> 0:10:55.280 skip over them, or they you know, or they just 0:10:55.400 --> 0:10:58.760 wait until they can they can watch it, I don't know, 0:10:58.880 --> 0:11:03.320 pirated or either DVD or something like or something. Yeah. Yeah. Likewise, 0:11:03.320 --> 0:11:06.920 there are a lot of people who work on the web, programming, advertising, 0:11:06.920 --> 0:11:09.120 and they're starting to notice, Oh, a lot of people 0:11:09.200 --> 0:11:11.920 just don't click on display ads. You know, you can 0:11:12.040 --> 0:11:15.679 run ads on the side of a website and and 0:11:15.679 --> 0:11:18.640 and and the you know runners on the top or 0:11:18.679 --> 0:11:20.440 bottom of a page, that kind of stuff. Sure, and 0:11:20.440 --> 0:11:22.360 there are a lot of people who are afraid, like, oh, 0:11:22.400 --> 0:11:24.319 well I can I can put that there. But people 0:11:24.440 --> 0:11:27.640 just know that they've started to learn where those things 0:11:27.640 --> 0:11:29.120 are going to be on the site, and they just 0:11:29.480 --> 0:11:31.760 they automatically tune it out. They don't pay attention to 0:11:31.840 --> 0:11:35.520 add blindness. Yeah, yeah, you just you don't even bother 0:11:35.600 --> 0:11:38.320 looking at the banners or the sides or anything. And 0:11:38.360 --> 0:11:41.199 that's why you see these different kinds of ads emerging. 0:11:41.240 --> 0:11:43.680 Like in the past years, we've seen the the YouTube 0:11:43.760 --> 0:11:46.320 pre roll ads come in as a thing when they say, well, 0:11:46.679 --> 0:11:48.800 somebody wants to watch a video, they've got to watch 0:11:48.920 --> 0:11:51.560 the ad before the video starts, or all kinds of 0:11:51.559 --> 0:11:55.240 other things that are part of the science of advertising 0:11:55.280 --> 0:11:57.600 people trying to figure out how to get you to 0:11:57.640 --> 0:12:00.320 pay attention. And then there are the piece is of 0:12:00.400 --> 0:12:04.559 content that are designed so it looks like it's you know, 0:12:05.120 --> 0:12:08.760 uh of a YouTube video or TV episode or whatever, 0:12:09.280 --> 0:12:12.839 but turns out to be just an ad. Uh. If 0:12:12.880 --> 0:12:17.760 that's not done very very well, then very likely you 0:12:17.840 --> 0:12:20.040 end up getting a very negative reaction from that because 0:12:20.040 --> 0:12:22.400 people feel like they've been tricked into watching a commercial 0:12:23.040 --> 0:12:25.240 and people don't like that. I mean that no one 0:12:25.320 --> 0:12:27.400 likes to be tricked right there, Like, just be just 0:12:27.480 --> 0:12:31.160 be upfront about it, because unless it's unless it's a 0:12:31.320 --> 0:12:36.040 pleasant surprise, then it ends up just being irritating. And 0:12:36.400 --> 0:12:41.160 there are ways where you can create a compelling, uh 0:12:42.040 --> 0:12:46.400 interesting AD that is in fact its own kind of content. 0:12:46.600 --> 0:12:49.840 I'll give you an example, uh, even though it's an 0:12:49.840 --> 0:12:54.000 AD for something that no longer exists. Pt the playable 0:12:54.040 --> 0:12:59.320 trailer that was released on PlayStation four. It was a 0:12:59.360 --> 0:13:03.560 playable trail alert that was ultimately discovered to be an 0:13:03.600 --> 0:13:06.880 AD for Silent Hills, the game that Giamma del Toro 0:13:07.000 --> 0:13:10.760 was working on before that whole thing got mixed, and 0:13:10.840 --> 0:13:13.160 that did have kind of an advantage going in of 0:13:13.280 --> 0:13:15.960 like a built in audience that was the fans of 0:13:15.960 --> 0:13:18.400 the previous games. But but when it first came out, 0:13:18.520 --> 0:13:20.360 the most of the people who were playing it weren't 0:13:20.360 --> 0:13:23.480 even aware that it was itself an ad a trailer. 0:13:24.000 --> 0:13:26.800 It was it was its own experience, and then at 0:13:26.800 --> 0:13:28.640 the end it turned out to be a trailer, and 0:13:28.679 --> 0:13:31.240 it was one of those experiences that told you this 0:13:31.440 --> 0:13:36.599 was really creepy and really effective, and if this is 0:13:36.640 --> 0:13:38.560 an example of the sort of stuff that's going to 0:13:38.600 --> 0:13:40.520 come out with this other game, I can't wait for 0:13:40.520 --> 0:13:42.160 this other game to come out. So that was an 0:13:42.200 --> 0:13:46.199 amazing example of an AD that was designed in such 0:13:46.240 --> 0:13:48.760 a way to not look like an AD and yet 0:13:48.880 --> 0:13:52.360 was effective. Most of the time, that doesn't happen most 0:13:52.360 --> 0:13:54.400 of the time. If an AD is designed to look 0:13:54.440 --> 0:13:56.840 like something else, people end up getting ticked off that 0:13:56.880 --> 0:14:00.200 they were quote unquote tricked into watching an AD. So 0:14:00.679 --> 0:14:02.920 that's certainly something to be careful of. One of the 0:14:02.960 --> 0:14:05.720 things I think we'll definitely see in the future. Uh, 0:14:05.840 --> 0:14:07.360 that's something that I think we're gonna see more of. 0:14:07.400 --> 0:14:10.440 We're already seeing it now, is more targeted advertising. Yeah, 0:14:10.440 --> 0:14:14.080 So this is one other way that ads have advanced 0:14:14.160 --> 0:14:17.280 recently that they've started to say, hey, we can figure 0:14:17.280 --> 0:14:20.920 out data about who's going to be looking somewhere at 0:14:20.960 --> 0:14:23.440 any given time and give them ads that we think 0:14:23.440 --> 0:14:27.320 would be especially effective on them. So one way you'll 0:14:27.320 --> 0:14:29.880 probably notice this is the ads that show up for 0:14:29.920 --> 0:14:33.400 you on Facebook. Right, if you use Facebook, you are 0:14:33.440 --> 0:14:36.760 getting targeted ads that are based on who you are. 0:14:36.800 --> 0:14:40.200 There's somebody out there with an algorithm who says people 0:14:40.240 --> 0:14:42.880 who have your interests, who are of your you know, 0:14:43.080 --> 0:14:48.400 like age, uh, sex, you know region, all these different 0:14:48.480 --> 0:14:52.520 facts about you. They think I can decide exactly what 0:14:52.560 --> 0:14:55.560 this person needs to see. Now, sometimes it it's weird 0:14:55.600 --> 0:14:58.880 and it doesn't make sense. Yeah, I I've I've received 0:14:58.960 --> 0:15:01.400 ads for things it I'm like, who did they think 0:15:01.480 --> 0:15:03.720 I am? I remember that I used to get this 0:15:03.760 --> 0:15:06.360 one all the time. It was just a picture of 0:15:06.400 --> 0:15:10.400 a gun and it said like join swat, Like they 0:15:10.400 --> 0:15:12.760 were trying to get me to enlist in some kind 0:15:12.760 --> 0:15:16.880 of police academy to become a member of a swat team. 0:15:17.040 --> 0:15:19.520 I'm not sure what that was about. In my case, 0:15:19.560 --> 0:15:24.920 it was a photoshopped image of an insanely muscular body builder. 0:15:25.040 --> 0:15:27.560 And I've gotten that. Yeah, that's the That's a popular 0:15:27.600 --> 0:15:29.840 one that pops up on mine. And I'm like, have 0:15:29.960 --> 0:15:32.720 I ever done anything that tells you I'm remotely interested 0:15:32.760 --> 0:15:37.320 in lifting anything heavy? Like I usually look for excuses 0:15:37.360 --> 0:15:39.360 like I think, you know what if I just aim 0:15:39.440 --> 0:15:42.720 for Downhill, It'll take care of it itself. Like, I mean, 0:15:42.760 --> 0:15:44.720 I can see the appeal of lifting a heavy plate 0:15:44.720 --> 0:15:48.040 of nachos. Yeah, that's about it. I'm with you. I'm 0:15:48.040 --> 0:15:51.400 with you on that one, Joe. So, targeted advertising obviously 0:15:51.720 --> 0:15:57.800 is very attractive to advertisers because it gives at least 0:15:57.800 --> 0:16:00.760 the potential for a greater return you're going to see 0:16:01.440 --> 0:16:03.880 if you are if you are setting out to engage 0:16:03.920 --> 0:16:09.160 an audience that you have predetermined is more disposed to 0:16:09.240 --> 0:16:11.440 purchasing those types of goods and services than you have 0:16:11.480 --> 0:16:15.040 a better chance of success as a consumer. Assuming the 0:16:15.040 --> 0:16:18.680 targeted advertising is working properly, it can work to your 0:16:18.720 --> 0:16:21.640 favor as well, because you will end up seeing things 0:16:21.680 --> 0:16:25.400 that would be pertinent to you. Sure, I mean, if 0:16:25.480 --> 0:16:30.560 targeted advertising works as it's intended, it actually should work 0:16:30.600 --> 0:16:32.720 out for you really because it should be showing you 0:16:32.800 --> 0:16:35.520 things that you actually want to buy, right Like, it 0:16:35.520 --> 0:16:37.960 should be able to figure out what you're willing to 0:16:38.000 --> 0:16:40.400 spend money on and would feel good about doing so, 0:16:40.640 --> 0:16:43.120 right and right now. I would say that targeted advertising 0:16:43.200 --> 0:16:47.360 is in it's in a transitional period. So if you 0:16:47.400 --> 0:16:53.520 look at traditional advertising with magazines, radio, television, Uh, the 0:16:53.560 --> 0:16:56.800 advertisers would again look at the demographics of the audience 0:16:56.880 --> 0:17:01.360 for that particular channel or or you know, television series 0:17:01.440 --> 0:17:04.480 or radio program or whatever it was. And of course 0:17:04.520 --> 0:17:07.480 we're all individuals. We know that's kind of a crude metric, 0:17:07.600 --> 0:17:09.639 but maybe it was better than nothing, right, And so 0:17:09.720 --> 0:17:11.880 it was in a way, even then, it was still 0:17:11.960 --> 0:17:15.399 targeted advertising. It's just it was kind of the you know, 0:17:16.240 --> 0:17:21.320 net approach as opposed to a very refined like targeted approach. Uh. 0:17:21.400 --> 0:17:24.280 And then with the period we're in now, we're looking 0:17:24.320 --> 0:17:28.280 still at demographics, but we're looking at narrower slices of demographics. 0:17:28.800 --> 0:17:31.320 And then in the future, we're expecting to see a 0:17:31.320 --> 0:17:35.040 lot of personalized advertising where it's going to be based 0:17:35.160 --> 0:17:38.960 specifically on you and your likes and dislikes and behavior, 0:17:39.119 --> 0:17:41.359 something more akin to the Facebook thing you're talking about, 0:17:41.560 --> 0:17:45.399 or on Amazon where you get the suggested items because 0:17:45.400 --> 0:17:48.280 of your previous buying habit. It shows you stuff you've 0:17:48.320 --> 0:17:51.160 looked at but not bought on Amazon, so it's like, hey, 0:17:51.200 --> 0:17:53.960 remember this thing you were thinking about buying or still there, 0:17:54.160 --> 0:17:56.760 or shows you related objects to the thing, like you know, 0:17:56.840 --> 0:17:58.879 you bought this one thing. Other people who bought that 0:17:58.920 --> 0:18:01.560 one thing, also these other things? Are you sure you 0:18:01.600 --> 0:18:03.960 don't want these other things too? Of course, the kink 0:18:04.040 --> 0:18:06.280 in that system is if you're like me and most 0:18:06.320 --> 0:18:08.560 of the stuff you look at on Amazon is just 0:18:08.960 --> 0:18:12.000 looking at because it's funny, not stuff because you're playing. 0:18:12.240 --> 0:18:16.120 But like the products that have the ridiculously funny Amazon 0:18:17.160 --> 0:18:19.920 reviews written for him, Yeah, I love those, Like you 0:18:20.240 --> 0:18:23.520 find some ridiculous item on Amazon and people will people 0:18:23.560 --> 0:18:26.679 really take it as as as their their attempt to 0:18:26.720 --> 0:18:31.360 exercise their poetic license and create the most amazing reviews ever. 0:18:31.640 --> 0:18:34.879 But yeah, more targeted ads and personalized ads are probably 0:18:34.880 --> 0:18:38.760 in the future now. Granted, we've already seen examples of 0:18:38.960 --> 0:18:43.160 companies doing this and having missteps right where they've identified 0:18:43.240 --> 0:18:49.240 people and revealed that the behaviors of that person were 0:18:49.359 --> 0:18:54.600 more revealing about their personal situations than you might otherwise 0:18:54.640 --> 0:18:58.359 have anticipated. So, in other words, like your actions have 0:18:58.560 --> 0:19:01.280 told this company things about you that might not be 0:19:01.320 --> 0:19:04.520 tied directly to your identity, but tied directly to your 0:19:04.560 --> 0:19:09.200 personal situation. And that's an example. Okay, so here's the 0:19:09.240 --> 0:19:12.680 classic one. I won't name the company because I mean 0:19:12.720 --> 0:19:14.640 it's been talked about a billion times anyway, But there 0:19:14.720 --> 0:19:18.680 was an instant instance where you have a company that 0:19:19.160 --> 0:19:25.600 identified that a particular customer, based upon behaviors, was pregnant 0:19:26.480 --> 0:19:32.119 and sent coupons to that customer, uh, electronic coupons to 0:19:32.280 --> 0:19:36.119 that customer that had to do with pregnancy. The father 0:19:36.200 --> 0:19:38.560 of this customer, who was a young lady I was 0:19:38.600 --> 0:19:43.720 offended that these these coupons were insinuating this daughter was pregnant, 0:19:44.040 --> 0:19:46.679 and so he wrote and complained to the company saying, 0:19:47.000 --> 0:19:50.160 you know, how dare you do this? Uh, you're you're 0:19:50.240 --> 0:19:53.200 casting aspersions upon my young daughter. And then of course 0:19:53.240 --> 0:19:55.720 it turned out that in fact his young daughter was 0:19:55.760 --> 0:19:59.600 pregnant but had not yet told her father, and so 0:20:00.040 --> 0:20:04.960 us led to a very difficult situation for that family. Certainly, 0:20:04.960 --> 0:20:07.040 I mean that was well, this kind of means how 0:20:07.160 --> 0:20:11.480 targeted advertising, if not done right, could be a violation 0:20:11.560 --> 0:20:14.680 of the users privacy. Right, Yeah, And and it's it 0:20:14.760 --> 0:20:17.920 wasn't the intent of the company to do such a thing, 0:20:18.080 --> 0:20:20.159 you know. The intent of the company was, here's an 0:20:20.160 --> 0:20:23.600 opportunity to to make some more sales. This is a 0:20:23.720 --> 0:20:26.200 question on new life. Well, and this was a person 0:20:26.200 --> 0:20:29.440 who was clearly interested in it because her browsing habits 0:20:29.520 --> 0:20:33.719 had indicated that. So it's not like they were making 0:20:33.760 --> 0:20:36.879 just a shot in the dark, right That this was 0:20:36.960 --> 0:20:40.080 someone who was actively looking for information and the company 0:20:40.160 --> 0:20:42.720 was responding to it in a way that they thought 0:20:42.760 --> 0:20:45.480 was being proactive and it turned out to be overreaching. 0:20:45.840 --> 0:20:48.760 But it does definitely illustrate that there are ways of 0:20:48.800 --> 0:20:53.040 doing this that can be if at best problematic and 0:20:53.080 --> 0:20:56.080 at worst disastrous. Yeah, and so I think we can 0:20:56.119 --> 0:20:59.520 both agree that targeted advertising is going to get more 0:20:59.600 --> 0:21:02.840 and more were targeted, It's going to get just basically 0:21:02.920 --> 0:21:07.120 because the systems that surround us throughout our lives are 0:21:07.119 --> 0:21:10.720 going to know more and more about us and understand 0:21:10.800 --> 0:21:13.320 what to make of more and more that data all 0:21:13.359 --> 0:21:17.520 the time. So what does the future of targeted advertising 0:21:17.560 --> 0:21:21.639 look like? Well, the future could be integrated directly to 0:21:21.840 --> 0:21:24.879 our day to day experiences. The Wall Street Journal had 0:21:24.920 --> 0:21:29.639 an article about how mass marketing was dying, it was 0:21:29.680 --> 0:21:33.000 going extinct, and the idea was more about this targeted 0:21:33.040 --> 0:21:37.240 and personalized advertising, which wasn't necessarily just personalized to to 0:21:37.359 --> 0:21:40.480 you Joe. You know what makes Joe Joe. We're going 0:21:40.520 --> 0:21:44.200 to send ads to Joe, but more, but more about 0:21:44.280 --> 0:21:47.720