This document discusses whether young people are paying attention to Super Bowl ads. It notes that while people see over 170,000 marketing messages by age 17, their brain filters out 95% of the information. The document questions whether awareness through advertising is a sustainable way to build brands, as attention turns elsewhere after the Super Bowl. It suggests that to influence youth, companies should share brand experiences and feelings rather than just stories, as young people no longer think about brands on a daily basis.

1. Superbowl Ads: are young
people paying attention?

2. it’s that time of year again

3. but only 1% actually trust ads!

5. is it time to face facts?

6. she sees
170,000
marketing messages
by her 17th birthday
flickr © jonathan-grado

7. her brain gates out
95%
of the information
flickr © helgabj

8. ATTENTION
is
your
biggest
COST
flickr © hervoices

9. http://www.google.com/trends/explore#q=gangnam%20style
Google Search Trends:
“Gangnam Style”
www.GrahamDBrown.com
awareness is not a sustainable
way to build brands

10. when the Superbowl’s over…
it’s back to business as usual

11. …sharing brand experiences

12. sharing feelings
not brand stories

13. Your brand is
what people
say about you
when you’re
not in the room
- Jeff Bezos,
CEO
Amazon

14. pic © GoPro
GoPro: does not use ad
agency to promote brand

15. Apple: <1% of revenues spent
on Advertising!

16. flickr © kozan
so, is it time to stop the ad
agency circus?

17. if you want to influence youth
in 2015, don’t advertise…

18. Youth don’t wake up
thinking about BRANDS
anymore...
flickr © commonbond

19. …but why spoil the party?