Most people would assume that digital ads are the way to go if you want to get your message across to potential customers and the like, and these people would be correct for the most part. With all of that having been said and now out of the way, it is important to note that a lot of ad executives that are working at various independent agencies are actually not all that confident about digital ads due to the rather mixed results that they have recently been getting from them.
This information comes from a survey conducted by Digiday, and it shows that recent privacy rule changes have dampened the effect that digital ads might have otherwise been capable of having. The only digital ad platform that seems to be giving advertisers the results that they desire is Google, with previously effective ad platforms like YouTube falling way behind. 68% of respondents said that they felt like the results that they got from Google’s digital ads were up to their expectations, and what’s more is that a similar proportion acknowledged that they spent a significant portion of their ad budgets on digital ads provided by Google.
Facebook and its subsidiary Instagram didn’t do quite as well in the survey. Around 55% of advertisers said that they planned on spending large amounts of money on advertising on these platforms, and a little over half expected good results. This seems to indicate that there is a real crisis of confidence when it comes to these platforms, something that might keep getting worse as time goes by. Apple’s new privacy policy that makes it so that users are opted out of tracking by default is arguably the single biggest blow to Facebook’s value as an advertising platform, and suffice it to say that this has had an impact that is putting Facebook’s financial future in real jeopardy.
This does not mean that digital ads are no longer effective. It just means that advertisers are going to have to use different means in order to make them as effective as they need them to be due to the reason that user data is not going to be quite as easy to come by as it was previously. Hence, targeted ads are a great deal more difficult to implement which would obviously reduce the efficacy of these ads by a rather large margin at least in the short term.
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This information comes from a survey conducted by Digiday, and it shows that recent privacy rule changes have dampened the effect that digital ads might have otherwise been capable of having. The only digital ad platform that seems to be giving advertisers the results that they desire is Google, with previously effective ad platforms like YouTube falling way behind. 68% of respondents said that they felt like the results that they got from Google’s digital ads were up to their expectations, and what’s more is that a similar proportion acknowledged that they spent a significant portion of their ad budgets on digital ads provided by Google.
Facebook and its subsidiary Instagram didn’t do quite as well in the survey. Around 55% of advertisers said that they planned on spending large amounts of money on advertising on these platforms, and a little over half expected good results. This seems to indicate that there is a real crisis of confidence when it comes to these platforms, something that might keep getting worse as time goes by. Apple’s new privacy policy that makes it so that users are opted out of tracking by default is arguably the single biggest blow to Facebook’s value as an advertising platform, and suffice it to say that this has had an impact that is putting Facebook’s financial future in real jeopardy.
This does not mean that digital ads are no longer effective. It just means that advertisers are going to have to use different means in order to make them as effective as they need them to be due to the reason that user data is not going to be quite as easy to come by as it was previously. Hence, targeted ads are a great deal more difficult to implement which would obviously reduce the efficacy of these ads by a rather large margin at least in the short term.
