Why Won't Digital Display Advertising Die?
Digital display advertising can be tranced back to the dawn of the internet. Since that nascent period, they have seen tremendous growth and have been a leading channel for marketers across all industries. Despite it's prominence, there are several headwinds for the channel that make one question its viability. Social media companies have developed easy to use, more targeted methods of advertising resulting in higher CTR. Internet browsers now offer ad blocking services and publishers offer native advertising as a replacement. A marketer may look at these key issues and say, I will have a blow average CTR, my consumer will actively block my advertisement and I can reach the consumer through a native partnership? Why invest in display? Nevertheless, eMarketer projects that digital display advertising with rise by over 5% in 2020. So why are marketers still investing in digital? I propose three key reasons. The first is brand awareness. with the decline of TV, display ads represent the best method to gain a large number of view for relatively cheap. CPM has fallen over time and channels with high CTR are charging per click and thus can get extremely expensive for broad reaching campaigns. Second is that quality is often overlooked. Many digital ads are not blocked by consumers and are clicked on intentionally. These quality ads stand out in a sea of poor and annoying creative. Finally, there is no perfect alternative. Native partnerships have high administrative costs and marketers these days are often in a bind when I comes to effectively reaching a large audience.
-Alton Sioussat
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