‘The #1 way advertising budgets will change this year’ – Marketing Land
Mike Sands says, “Brands continue to invest more in digital advertising: This year, spending on digital display ads in the US is anticipated to hit $32.17 billion, eclipsing search ad spending for the first time.
However, a rise in spending doesn’t necessarily translate into better customer relationships or more ROI (return on investment). Click-through rates remain paltry, and consumers are indifferent to or annoyed with advertising — tuning out the vast majority of display ads that they see.
Marketers are still struggling to engage people across devices and channels, and consumers have never been harder to understand and reach.
It’s not that marketers don’t realize the need to deliver relevant experiences. Their primary challenge in a cross-device world is this: The cookie-based tracking methods they have used since the mid-1990s don’t work well in a mobile-first world”.
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