The online advertising industry is facing a number of serious challenges right now. If you don’t have a plan to overcome them, you will find yourself fighting an uphill battle, barely making the progress you want, if any.
And what if you don’t even know what the obstacles are? How can you make a plan to conquer them?
As far as the digital landscape is changing, it can be hard to keep up. That’s why we’re here to give you the research you need to make the right decisions for your brand.
Here are the five biggest obstacles the online ad industry is facing right now:
1. Rapid Growth
The digital landscape just keeps growing.
If you look at the web alone, the number of websites is proliferating at a rapid rate. Trying to decide where to advertise can require extensive research and hours of work. You have to find new sites, evaluate them, and develop strategies for them.
The Internet is no longer the only digital game in town. We’re seeing the growth of personal devices like home assistants, smart watches, smart glasses, and even virtual reality. Figuring out all the new avenues for advertising and how to make the most of them can take up extensive time and resources.
Using a solution like Perion’s Undertone can help you overcome this challenge. Undertone helps brands get their ads on the right websites and platforms to reach their target audience, and it ensures that ads are optimized by device and browser. It can take the burden off brands to do all that research by placing the ads for them, helping them save time and money and getting them a higher return on their investment.
2. Ad Blockers
Ad blockers are costing advertisers billions of dollars.
The software makes it so that many ads do not even appear on the screen, which means that brands never have the chance to make their case, virtually speaking.
What do you do when you can’t even get a viewing for your ads?
Brands are finding success getting around ad blockers with native advertising. Because native ads are designed to look like the editorial content on a site, they are less likely to trigger ad blocking software. At the same time, native ads are also more likely to engage users who have a reflex to avoid ads.
3. Reduced Exposure
Social media was a gift to businesses. It allowed them to reach millions of potential customers for FREE.
Not so much anymore.
The social giants have gotten savvier about what they are doing for businesses on their sites. They’ve stopped giving away the milk for free.
Brands can’t even expect their posts to be seen by the people that follow their page. Facebook has locked down the reach of the posts unless brands pay to promote them. And, sure, brands have other social networks they can use to reach audiences, but no other network has the same audience or the same potential for engagement.
Brands will have to pay more to get their content seen, and they will have to be smarter about how they use social media. A solution like Perion’s MakeMeReach helps brands improve targeting and get more from their posts. Good social media marketing is also a necessity.
4. Increasing Costs
Brands are expected to increase their digital ad spend this year. Part of the reason is that they are putting more money in more places, but part of the reason is that the cost of ads is going up.
Webmasters know what they have. They know how much their traffic is worth. They know how valuable their social media influence is.
Smaller brands looking to make a splash will have to get major capital. Or so it seems.
The solution here is to find smarter ways to spend your money, not just to throw more money at the problem. Undertone helps brands do this by getting placements for ads that make the most impact. When ads are put in front of the right users at the right time and in the right place, the ads are more likely to get the conversions desired. The advertising budget goes farther, resulting in greater profits.
5. Elusive Audiences
Today’s consumers are more stretched than ever.
They don’t have as much disposable income as the generation before them, yet they work more than ever and have more demands on their time. The Internet is a 24/7 assault on their senses and is trying to grab their limited attention in every direction it can.
Most people don’t have the time to read an online article, let alone watch a brand’s video ad. Brands are fighting to capture their audience’s attention, as well as to engage them.
Segmentation has helped brands reach more of their audience. Instead of creating ads for the general audience, which is quite large, brands are focusing on creating ads for smaller segments of that audience. The ads are tweaked according to the specific needs of the individuals based on the research that the brand uncovers.
Greater targeting options from publishers also help (Facebook leads here), as do the use of intent-based signals (Google leads here). Brands are better able to learn what their audiences want or need, and they are better able to target their ads so that they appear only to the people who are going to be most interested in what’s being sold.
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