AdTechGod Pod: Ep. 84 Summary
Title: Hype vs. Reality: Tom Goodwin on Fixing What’s Broken in Advertising
Host: AdTechGod
Guest: Tom Goodwin, Founder of All We Have Is Now
Release Date: June 24, 2025
Introduction
In Episode 84 of the AdTechGod Pod, host AdTechGod engages in an insightful conversation with Tom Goodwin, a renowned marketer and public speaker with extensive experience in the advertising industry. The discussion delves into the prevailing issues within modern advertising, exploring the gap between marketing promises and consumer experiences, the overreliance on metrics, and the diminishing role of creativity in brand building.
Tom Goodwin’s Journey into Advertising
Tom Goodwin shares his unconventional entry into the advertising world, highlighting that his path was somewhat accidental. Initially working in a temporary role for a TV company, he was encouraged by his boss to pursue a career in advertising. Despite early setbacks in securing positions at major agencies, Tom eventually found his footing and developed a passion for the industry's technological advancements.
“I got here by mistake... I sort of failed upwards. I was pretty terrible almost at every single job, but people sort of liked me and thought there was something about me.”
— Tom Goodwin [02:24]
Tom's fascination with technology began around 2006, during his collaboration with Nokia. This interest propelled him into discussions about the future of advertising, where many of his early predictions, such as user-generated content and microblogging, were validated over time.
The Disconnect Between Advertising Promises and Reality
The core of the discussion centers on the disconnect between the lofty promises made by the advertising industry and the actual experiences of consumers. Tom expresses frustration with the current state of advertising, emphasizing a loss of ambition and innovation.
“I now feel quite embarrassed almost to be part of the industry... It seems to be kind of missing its ambition, it seems to be missing its innovation.”
— Tom Goodwin [04:31]
He critiques the overemphasis on precision targeting and data-driven strategies, which often result in irrelevant and intrusive ads. Despite sophisticated technologies, the execution frequently falls short of creating meaningful connections with consumers.
“Everyone seems obsessed with short termism, everyone seems obsessed with measuring everything, even if it doesn't matter.”
— Tom Goodwin [07:29]
Branding vs. Performance-Oriented Marketing
Tom distinguishes between brand-building and performance marketing, highlighting a trend where companies prioritize immediate conversions over long-term brand loyalty. He observes that while some brands excel in creating unique identities through consistent messaging, others focus excessively on short-term metrics, undermining their brand's enduring value.
“Brands are built on weird things like consistent messaging that doesn't change over time... but their ability to reach new people or launch new products... has diminished.”
— Tom Goodwin [08:22]
AdTechGod adds that many brands effectively position themselves in the market, leveraging social media for brand building. However, this success is not universal, as some brands neglect the importance of cultivating long-term loyalty in favor of immediate sales.
“A lot of brands are ignoring the importance of building that brand and that loyalty, and rather they're focusing on conversions and performance.”
— AdTechGod [07:29]
Obsession with Metrics and Short-Termism
A significant critique revolves around the industry's obsession with metrics and short-term results. Tom argues that the relentless focus on measurable outcomes leads to strategies that prioritize immediate sales over sustainable brand growth.
“We've become so good at measuring things precisely and cheaply that about 50% of the advertising world kind of thinks they can see Everything.”
— Tom Goodwin [11:43]
He laments that this metric-centric approach often neglects the intangible aspects of branding, such as emotional connections and cultural impact, which are harder to quantify but crucial for long-term success.
“Marketing has been the study of how weird humans are and how illogical we are... It's exploring and taking advantage of the fact that we make strange decisions in strange ways.”
— Tom Goodwin [14:15]
Impact on Consumers’ User Experience
The conversation shifts to the consumer experience, where both hosts agree that modern advertising often feels intrusive and manipulative. Tom describes advertising as becoming "insidious," where ads are seamlessly embedded into content in ways that disrupt rather than engage.
“Advertising has moved from being a big part of the culture... to being the thing that gets in the way of the stuff we want.”
— Tom Goodwin [25:57]
AdTechGod echoes this sentiment, pointing out the eerie precision of ad targeting that can make consumers feel "watched" and uncomfortable.
“There is a sense of, okay, this is scary. Now if that creative or if... you, don't make it so creepy that you're following them everywhere they go.”
— AdTechGod [28:40]
The Role of Creativity in Modern Advertising
Both hosts emphasize that creativity has taken a backseat to technological advancements and data analytics. Tom criticizes the reliance on AI-generated ads and automated processes that prioritize efficiency over emotional resonance and aesthetic quality.
“If 80 people shop for cars based on the monthly payment rather than the cash payment... why don't we make the ad appear really nice?”
— Tom Goodwin [19:23]
AdTechGod concurs, suggesting that the shift towards digital channels has complicated the investment in creative development, often resulting in ads that lack the emotional depth and consistency necessary for effective brand building.
“I'm not sure if there's Enough investment happening on the creative side... it's not as big of a focus as it used to be.”
— AdTechGod [19:23]
Possible Solutions and Future Outlook
When discussing solutions, Tom advocates for a balanced approach that marries data-driven strategies with creative integrity. He suggests that marketers need to invest in long-term brand building while still addressing immediate performance goals.
“The role of a CMO today is to effectively be watering the trees at the same time as harvesting some apples.”
— Tom Goodwin [21:10]
He also calls for a cultural shift within the industry, urging advertisers to value the unmeasurable aspects of branding and to resist the pressure of solely valuing trackable metrics.
“It's important to build Brands for the future, because otherwise our future is terrible.”
— Tom Goodwin [21:10]
Both hosts express hope that the industry will gradually return to valuing creativity and emotional connections, citing the enduring impact of memorable campaigns like Coca-Cola's polar bears as examples of successful long-term branding.
“I hope we go back to a point where I say I really love those damn polar bears from Coca Cola... 20 years later I'm still drinking Coca Cola, not Pepsi.”
— AdTechGod [35:22]
Conclusion
The episode concludes with a shared optimism that the advertising industry can recalibrate its focus towards meaningful brand building and creative excellence. Both AdTechGod and Tom Goodwin emphasize the necessity of balancing immediate performance metrics with strategies that foster long-term consumer loyalty and cultural relevance.
“I think our big takeaway here is how do we aim for relevance but not personalization, and how we aim to be helpful and considerate and somewhat, somewhat sort of highbrow in a way where we draw people to us.”
— Tom Goodwin [32:40]
AdTechGod thanks Tom Goodwin for his valuable insights, reinforcing the podcast’s mission to explore and address the critical challenges in the advertising technology landscape.
“Tom, thank you so much for being here. I hope we can chat again soon.”
— AdTechGod [36:18]
Stay Connected:
For more insights, trends, and interviews in ad tech, follow AdTechGod on X, Instagram, and LinkedIn. Join the ATG Slack community for networking opportunities and the latest job postings in advertising technology.