As marketers, we have the occasional tendency to overreact. Whether it’s a particular news story, an emerging trend or a new platform to try, we want to immediately immerse ourselves in the new info. It’s in our curious nature.
In the excitement, though, that “next big thing” can overshadow what’s currently working. So instead of taking a previous approach and adapting it for the current landscape, we can end up opting for completely new solutions. And with so many digital marketing avenues to choose from, it’s definitely easy to feel overwhelmed.
So when a number of people make the claim that display advertising is dead, or at the very least, is sharply losing its effectiveness, it’s bound to grab some attention:
“The banner ad is now (two decades old). It has become a symbol of all that’s wrong with online advertising. It is more often than not devoid of creativity; it stands out as an intruder on webpages; and it is mostly ignored by readers.”
While it’s true that banner ads from the 90s probably wouldn’t be all that effective if they ran today, it doesn’t mean that display isn’t still incredibly effective:
“Even with these predictions of doom and gloom from some marketers the investment in display advertising continues to grow. Ad blocking software isn’t slowing that down. One of the reasons why is simple — targeting, retargeting, machine learning, and programmatic approaches to serving up ad units is creating a much more efficient system. This helps increase brands’ return on investment.”
At the same time, a number of marketers are diversifying their digital advertising with a combination of site-direct buys; programmatic opportunities, social media distribution as well as a strong push from sponsored content and native advertising.
This is even before considering different types of mediums, including images, video, infographics and other digital properties and how they plan to continue adapting to reach a wider, yet more targeted audience.
If you’re trying to figure out the best digital marketing mix for your brand, we’d be happy to chat and share what we know. Just drop us a line anytime.