I Can't Wait to Ruin Snapchat!

there was a different world and I'm going to make a statement that I believe in more than anything more than I believe that the sun will actually come up tomorrow I know that marketers ruin everything and I'm a proud marketer I am that I can't wait to ruin Snapchat I do you know why yeah I'm serious you know why I stayed up for three days three weeks excuse me on Vine to figure out how to ruin it that's the truth now the nice thing is ruining it these days is making native ads and it's getting a little bit better as we continue to hack of this culture but that's what it is marketers hadn't ruined it yet Groupon and living social hadn't come along yet and emailed you [ __ ] you didn't want every day 16 times a day marketers ruined email marketers by that purpose are ruining social media looked a lot different in 2006 and 7 than it does right now it's what we do it's how it rolls so when I had 100,000 followers on Twitter compared to the million that I have now I got dramatically higher clickthrough an engagement on the stuff that I tweeted out because the supply and demand curve was in a good place we just ruin things it's what we do banner ads want to talk about banner ads in 1996 when I ran my first banner ads we had 24% clickthrough 2. 4 out of every 10 people that went to a website clicked the banner ad because they're like o what's this [ __ ] thing right like that's what it was and when I and when Google AdWords came along I bought the word wine for 10 cents and owned it for 9 and2 months before anybody bid me up and now it's a $14 word right and then when Banner retargeting cookie ads came along I cookied the [ __ ] out of all of you when people thought you ate that [ __ ] right I knew what it was I used it and it worked better it converted more we weren't used to being followed around people even sent emails like wow you guys are buying a lot of ads everywhere because we didn't even know that was the behavior yet and so over and over it's a very simple game Innovation comes along there's opportunity first move advantage there's a value proposition it gets more expensive Facebook dark posts if you're an app developer that's really understands what's going on how many people here are familiar with the term Facebook dark posts raise your hand all right so let me really get into it Facebook unpublished posts is the proper terminology dark post is the slang term Facebook right this second you have the ability to Target every single person on Facebook you don't need a single one of them to be a fan you have the ability to make a picture a video an infographic whatever you want and then Target the living [ __ ] out of it to data levels that we've never seen before downright to like MasterCard Behavior you want to sell some soap pretty cool to like Target somebody who actually bought soap in the last 30 days want to buy soap that wasn't your brand soap in the last 30 days you can Target the 300,000 people in the last 30 days that bought a soap that's not your soap and you get to put something in front of them targeting at a level we've never seen before the conversion rates that I've seen on Facebook unpublished posts in the last three months are the single best digital Asset Marketing thing I've seen since Google AdWords in 1999 2000 yet the hyperbole of organic reach drop going down has all the marketing Rags talking about why it's bad and why debating people if they should double down or triple down or get completely out this is the common story over and over again