The road in front of 2017 will be a long one, but anything rising from the scorched earth policy of 2016 will be positive. Let’s cut the losses and move towards the future.
Advertising has some pretty critical challenges to face. Fake news is on the rise (which dilutes the credibility of digital advertising). With reports stating “fake news” helped rig an election only creates hostility and doubt, the next move is to focus on reliability while creating a shorter and concise ad.
Creative agencies are scrambling in a time of separation to prove to consumers that their brand can be trustworthy while maintaining a pitch that’s short enough to maintain their awareness.
“Trust” is the word to focus on. With that word in mind, advertisers can effectively bridge the gap between brand and consumer.
On the other side of the coin, advertisers need to be aware of the effectiveness of their digital advertisements.
Television is simple. Advertisers pay for an ad to be aired at a specific time, and if it doesn’t air, you get your money back.
With digital, it is far more complicated.
Advertisers pay to have their ad seen by a targeted amount of people. Advertisers know the metrics on how many people presents the best conversion. If the rates are higher, it dilutes the process and they lose money. Ad fraud relies on fake clicks in order to make ads seem more productive.
If reach has somehow skyrocketed but yielded the same conversion rate, that’s an indicator of ad fraud. Congratulations, you’re out of a significant chunk of change.
The overall issues are evident. The solution for 2017 is to create a more truthful center point for brands and consumer via advertising as well as drilling down concise and effective marketing strategies that won’t leave advertisers overspending.