Digital Ad Campaigns Increase, But So Does Dissatisfaction
Digital advertising campaigns are rapidly increasing in dollars spent and numbers of advertisers, but there's a troubling simultaneous decline in advertiser satisfaction, according to new data from the business-intelligence firm Advertiser Perceptions. The data, from a survey of more than 450 advertisers conducted in May and June, show an erosion in satisfaction in digital-campaign management from a similar survey in 2016. In other words, advertisers are increasingly unhappy with their publishing-company partners, even as they're spending more and ramping up their activity.
Fewer, More Relevant Ads
It's hard to imagine a media future that doesn't involve the delivery of fewer, more relevant ads. However, that's not what's happening at the moment. Ad loads are up on TV. Both satellite and terrestrial radio have increased their ad loads. And the explosion in connected digital screens - in people's hands, on their desks, in taxis, on gas station pumps, on the sides of buildings - means that many more ads are being shown to more people in more places than ever before. In spite of that trend, I believe the explosion of ads will slow down and then actually