ABOUT THE ONLINE ADVERTISING MARKET
Online advertising continues to have huge potential: the concept of an advertiser establishing a real-time two-way connection with a target user can result in great outcomes: for advertisers, for users and for brands & merchants.
But the magic promised by online advertising has not materialized. Instead, the industry has in general over-executed while advertisers have paid insufficient attention to their audiences, which is a cardinal sin for any marketer.
Advertisers will spend over USD 130 billion on ads that are supposed to be served on legitimate publisher sites and seen by real people. But perhaps 40% of this expenditure - an almost unbelievable USD 52 billion - represents wastage, meaning spending on ads that are either never seen, can never be seen or are next to useless.
This 46-page research report presents a well-balanced description and explanation of the main problems and the emerging solutions. An abundance of examples make it very clear where the industry currently is, and what the road ahead will look like.
The report also contains a detailed, hard-hitting analysis of the root causes of the industry’s problems, the main thematic changes that are shaping the industry’s future direction and why, in the end, online advertising will re-emerge stronger than ever before.
Status: The Good, Bad and Ugly12
Low quality Creative Content16
Clickbaiting / Adbaiting19
When Retargeting becomes Mistargeting22
Clicking is not Reading (and other problems of measurement)22
Way Forward: Solutions24
Emerging ad formats and strategies24
Light, Encrypted, Ad Choice Supported, Non-Invasive Ads (LEAN)27
Fighting Bot Fraud28
Google Initiative on Accidental Clicks30
New ways of Measuring the Effectiveness of Online Advertising31
Answers to Ad Blocking32
How will the online advertising market be changed as the mess is cleaned up?35
Emergence of permission-based advertising35
Content blindness: too much spammy, scammy content37
Poorly-executed content marketing38
Content carpet bombing39
Flight to quality40
Growth of paid subscription models41
About the Authors45
Dr Dave Taylor45
Andrew Sheehy 45
|Title:||Online Advertising: Edge of the Abyss?|
|Updated:||12 Nov 2015|
|Delivery:||Email and Online.|