Despite Google and Facebook accounting for more than two-thirds of digital ad spend in the U.S., this article argues that these platforms are growing and will function more like the general TV ads. In fact, the ultra-targeted ad is missing the general public and the rest of the peer group that helps define the brand and uses of the product.
If you believe this, Facebook and Google will become the most popular broadcaster. In order to keep high ad spend, these platforms need to innovate on delivery of these messages instead of targeting the advertisement itself.
If you have the time, there is a lot more to this article then I've described above - certainly something to consider as user interaction with these platforms and brands grow.
https://www.wired.com/2017/01/tv-ad-isnt-going-anywhere-going-everywhere/
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