According to a prediction from eMarketer spending on display ads will surpass search ad spending in 2016. Just to clarify in terms of the study, display comprises video, sponsorships, rich media and banners which includes display networks along with social media channels such as Facebook and Twitter.
So what does that mean? Well, with a predicted total of over $93 billion this year across all forms of digital ad spending and display forecast to account for nearly 48% of that, there’s some serious money at stake. Display ad types also offer many opportunities for diversification. Marketers appear to be embracing this with spending from last year expected to increase over 36% for rich media and more than 28% for video, according to the study. Mobile as a device also benefits from this, anticipated to gobble up over 77% of all display ad spending in 2016.
With Opportunities Also Come ChallengesThere are more ways to avoid ads than ever before. According to Ad Age, a study last year from Deloitte found that 55% of TV viewership is no longer live but rather on time-delay via DVR or other on-demand streaming options. Ad blocking is on the rise too either through apps, browsers, or in the case of Apple, an entire mobile operating system like iOS 9. And lastly, ad serving itself can be challenging when it comes to verifying that your ads ran where they were supposed to and whether they were actually seen by human eyes.
So What’s a Marketer To Do? You’ve got your hands full when it seems like the very audience you are trying to reach is busy trying to avoid your message. But all is not lost. At Primacy we take a measured approach, literally. And we don’t believe that programmatic has to mean problematic when it comes to audience delivery. We work hard to strike the right balance between display and paid search, and the play between all the media channels. We recommend using viewability verification tools, like Moat, to track and optimize each publishers’ and partners’ deliverability. And while we believe in retargeting, our team also understands that there are limits whether by law in terms of HIPAA or just by best practices and effectiveness.
Share Your ThoughtsWhat do you think? Will display advertising surpass paid search? It's certainly a topic of contention in this new year. We'd love to hear your thoughts and insights...
With Opportunities Also Come ChallengesThere are more ways to avoid ads than ever before. According to Ad Age, a study last year from Deloitte found that 55% of TV viewership is no longer live but rather on time-delay via DVR or other on-demand streaming options. Ad blocking is on the rise too either through apps, browsers, or in the case of Apple, an entire mobile operating system like iOS 9. And lastly, ad serving itself can be challenging when it comes to verifying that your ads ran where they were supposed to and whether they were actually seen by human eyes.
So What’s a Marketer To Do? You’ve got your hands full when it seems like the very audience you are trying to reach is busy trying to avoid your message. But all is not lost. At Primacy we take a measured approach, literally. And we don’t believe that programmatic has to mean problematic when it comes to audience delivery. We work hard to strike the right balance between display and paid search, and the play between all the media channels. We recommend using viewability verification tools, like Moat, to track and optimize each publishers’ and partners’ deliverability. And while we believe in retargeting, our team also understands that there are limits whether by law in terms of HIPAA or just by best practices and effectiveness.
Share Your ThoughtsWhat do you think? Will display advertising surpass paid search? It's certainly a topic of contention in this new year. We'd love to hear your thoughts and insights...