Discover why marketers have FOFO – a Fear Of Finding Out the truth…

In this episode of The BIG Marketing Show, Bob Hoffman explains his Programmatic Poop Funnel, why marketers have FOFO and the real issues behind the expected $140 Billion loss to programmatic ad fraud in 2024.

If you're not aware, you'll be stunned by the size of the waste and loss in programmatic advertising.

As Bob says:

"Why the marketing industry doesn’t fix this (programmatic buying problem) is the real question?

They are the ones getting screwed.

But there are perverse incentives at work.

It’s best for a brand to spend its money wisely and effectively, but it’s not necessarily so for a marketer.

The average lifespan of a CMO is somewhere around 24 months.

The marketer’s first priority is to keep his or her job.

Now the programmatic garbage may stink but it’s very cheap and the metrics that are generated by the garbage sites and the garbage buys and the garbage reports provide marketers with fabulous nonsense that they can wave in front of their overlords

Look how many people we reached, look how many clicks we got, look how low our CPMs are. It’s mainly nonsense but it looks really good to people who don’t know.

Consequently there’s a tremendous demand for junk metrics among marketers.

And the programmatic echo system is happy to supply them with the junk metrics.

Two kinds of marketing incompetence at play:

• First the people who don’t know what’s going on, the na?ve souls who have no curiosity, who believe everything the media companies and agencies tell them and who are too lazy or too careless to do their homework.
• Second are the people who know what’s going on, but are afraid to do anything about it.

Imagine yourself suddenly cutting out all the garbage and explaining to your boss why your vanity metrics, the clicks and the reach and the CPMs that looked so great, suddenly go to hell. How do you explain that you’ve now seen the light and are buying properly, but for years you’ve been pissing away money on junk.

How do you do that?

I don’t know and that’s why a lot of this continues."

Watch the full episode at https://bigmarketingshow.global

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