Tuesday, March 20, 2012

Digital Gets Complicated: The Evolution of Digital Advertising

Ask almost any advertiser and they will tend to agree: digital advertising has changed drastically over the past few years. Not only has ad spend increased significantly—eMarketer forecasts a 10.5% rise in spending this year alone—but the way advertisers approach digital spend is different.

Take a glance back just a few years ago and banner ads were king. Finding the right site was the pivotal part of the campaign. However, present day consumers have developed “ad blindness” to standard ads. Banners—even when served to them on the right site—can be ignored if they don’t reach them in a highly engaging manner or at just the right time.

As a result, ad capabilities are constantly evolving to encompass more, including larger expanding units, longer videos and social integrations. Additionally, marketers have become more educated on how to ensure each banner is targeted to just the right consumer. Gone are the days of mass impressions. Now campaigns are able to utilize contextual and behavioral targeting, but also real-time retargeting in order to serve highly relevant messages.

In an AdWeek article, Jay Millwood examined the difficult digital environment for marketers. He writes, “Consumers have become increasingly numb to banner ads, and marketers have had to look at new levels of metrics to measure effectiveness, engagement and ROI.”

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