Death to Display Ads - UPDATED FOR 2019
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Marketers spent $112 billion dollars on display ads last year, and the dirty little secret is that most of the money is wasted. This presentations makes the business, brand and moral case against display ads. From terrible conversion rates, negative brand value and disturbing downstream effects, display ads are one of the worst channels in marketing.
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Death to Display Ads - UPDATED FOR 2019
- 1. Death to Display Ads @phil_herbert#DSSLC phil-herbert.com/dtda
- 2. #DSSLC @phil_herbert I’ve worked with
- 4. $129 billion Total US Display Ad Spending #DSSLC @phil_herbert
- 5. 67.3% Of all digital advertising will be on mobile in 2019 #DSSLC @phil_herbert
- 6. Why Do Brands Like Display?
- 8. Broad reach to new audiences #DSSLC @phil_herbert
- 9. Data about behaviors and clicks #DSSLC @phil_herbert
- 10. Why Do Agencies Like Display?
- 13. For every dollar spent on display ads
- 14. 15% commission to the agency + creative costs
- 15. 32% kept by Google
- 16. $.58 on every dollar actually goes to the end website
- 17. Bad Business
- 22. Actual Conversions (enlarged to show texture)
- 23. $0.000008 Of increased revenue per targeted ad #DSSLC @phil_herbert
- 24. #DSSLC @phil_herbert Return for every dollar spent Display $2.63
- 25. #DSSLC @phil_herbert Return for every dollar spent Display Paid Search $2.63 $3.67
- 26. #DSSLC @phil_herbert Return for every dollar spent Display Paid Search Email $2.63 $3.67 $44
- 27. Display is bad for business
- 28. Brand Damage
- 29. 1. People hate them
- 32. The most intrusive ad types are the least liked #DSSLC @phil_herbert
- 33. 56% Of internet users have enabled some type of ad blocking #DSSLC @phil_herbert
- 34. 67% Of all 18-24 year olds use ad blocking software #DSSLC @phil_herbert
- 35. If you want to reach Millennials and Gen Z consumers, display is not the place.
- 36. 60% Of all mobile ad clicks are mistakes #DSSLC @phil_herbert
- 38. 2. People are worried about data
- 39. 71% Worried about how brands use their personal data #DSSLC @phil_herbert
- 40. Real-time bidding exposes sensitive personal data #DSSLC @phil_herbert
- 41. ● Sexual Orientation ● Race and ethnicity ● Survivors of incest and abuse ● Health data ● Eating disorders #DSSLC @phil_herbert
- 42. The IAB knew real-time bidding would violate GDPR before it became law. #DSSLC @phil_herbert
- 43. “Incompatible with consent” #DSSLC @phil_herbert
- 44. 84% Don’t want tailored ads once educated about the platforms #DSSLC @phil_herbert
- 45. 35% Think executives should be jailed if data is used illegally #DSSLC @phil_herbert
- 46. 3. People think it’s creepy
- 47. 75% Of all consumers consider many forms of marketing creepy #DSSLC @phil_herbert
- 48. AND THEY WILL ALL SAY THE SAME THING Ask your non-marketing friends about a creepy ad experience
- 50. 55% Of customers will put off purchasing if shown too many retargeting ads #DSSLC @phil_herbert
- 51. 22% Of customers will choose other brands after a creepy ad experience #DSSLC @phil_herbert
- 52. 11x Ads on unrelated sites cause customers to be 11x less likely to purchase #DSSLC @phil_herbert
- 53. Is display on brand for you? #DSSLC @phil_herbert
- 54. Ad Fraud
- 55. 77% Of marketers know ad fraud exists #DSSLC @phil_herbert
- 56. 1 in 5 Believe their campaigns are affected #DSSLC @phil_herbert
- 57. 1% What marketers think they lose to fraud #DSSLC @phil_herbert
- 58. 20-50% Ad spend lost to fraud #DSSLC @phil_herbert
- 59. 1 in 5 Ad-serving websites are visited exclusively by fraud bots #DSSLC @phil_herbert
- 60. Of clicks on Facebook ads come from bots 80% #DSSLC @phil_herbert
- 61. Increase in in-app fraud in 2018 800% #DSSLC @phil_herbert
- 62. DAILY (!) revenue generated by a single fraud operation $3-5 million #DSSLC @phil_herbert
- 63. $19 billion Lost to Fraud in 2018 #DSSLC @phil_herbert
- 64. $44 billion Lost to Fraud in 2022 #DSSLC @phil_herbert
- 65. Where are your ads showing up?
- 66. Brand with ads that have shown up on ISIS Sites, Pro Nazi Groups or Child Exploitation Apps #DSSLC @phil_herbert
- 67. “We had strict rules to prevent our ads from serving on sensitive content and they were not effective as promised” Spokesperson for Vitacost to Buzzfeed News, 2/22/19
- 68. These brands preemptively pulled all of their YouTube ads over recent child pornography reports #DSSLC @phil_herbert
- 69. What can you do for your marketing?
- 70. Mitigate the downsides #DSSLC @phil_herbert
- 71. Mitigate downsides Move away from problematic ad types #DSSLC @phil_herbert
- 72. Mitigate downsides Buy directly from publishers where possible #DSSLC @phil_herbert
- 73. Mitigate downsides Scale back creepy and disruptive content #DSSLC @phil_herbert
- 74. Move the Money #DSSLC @phil_herbert
- 75. Move the Money ● Paid Search ● SEO ● Organic Social ● PR ● Print, TV, Outdoor #DSSLC @phil_herbert
- 76. Move the Money #DSSLC @phil_herbert Focus on high ROI channels first
- 77. Move the Money #DSSLC @phil_herbert Contextual, non-disruptive advertising is preferred by consumers and is more effective.
- 78. Sell into Stakeholders #DSSLC @phil_herbert
- 79. Sell into Stakeholders Ignore vanity metrics #DSSLC @phil_herbert
- 80. Sell into Stakeholders Nail your attribution models #DSSLC @phil_herbert
- 82. Profit Seriously. You will make more money this way. #DSSLC @phil_herbert