Timothy A. Koonce: Survival strategies for the post advertising world

post advertising

With our ability to skip, block, and pay our way around disruptive advertising, we’re seeing fewer ads … and believing them less, too. Smart businesses are starting to figure alternatives to this post-advertising world and that’s a vital topic of the new Marketing Companion episode Tom Webster and I bring to you today.

We lead off the show paying tribute to some of the worst marketing of the year, or should I say “wurst,” because the winners will all be receiving a home-made bratwurst courtesy of the Webster kitchens (your alternative to delicious!).

But then we get serious and talk about how “pipes” are making consumer decisions effortless. Amazon is an example. We can be lazy consumers and order right from our couch. Netflix is another example — it was recently rated as the best user experience of any consumer product.

Tom and I then turn to another fascinating variation of this topic. If ad traditional ads are drying up, what’s a brand to do? One answer of course is Google and Facebook which were responsible for roughly 75% of all digital advertising growth last quarter in the United States.

But as Facebook, Google and now Amazon dominate the ad space, less businesses are interested in the new media darlings like Vox, Vice and Buzzfeed. Digital ads are killing traditional media AND new media, We base our discussion on a thought-provoking piece from Vanity Fair.

Finally, we look at another ad alternative — influencer marketing. How else can you explain why a 7-year-old boy earned $22 million on YouTube this year and Kylie Jenner became the youngest self-made billionaire in history at the age of 20?

You can’t resist this right? Click to listen in!

Click on this link to listen to Episode 142

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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter The Full Monty and his new podcast available here: fullmontyshow.com.

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