They were already coming for a long time, but the crisis has increased their force. Many advertisers and marketing professionals insist on certifying the death of online graphic advertising. Or at least they insist that its days are numbered. Adweek echoes the opinions of different marketers on this subject.
Budget cuts caused by the poor chinese overseas america number data economic situation are forcing companies to sharpen their investment target. The lack of solid metrics that prove the profitability of spending still does not have its standard. For many experts, the recession is marking a turning point in how big brands, such as Coca-Cola or McDonald's, conceive their own image on the Internet.
Some experts say that so-called displays are a dull and unattractive format. "Online ads are small and out of the way. Advertisers want to make an impact, and I don't think they have that strong an impact," said Greg March, director of the Wieden+Kennedy digital group.
Click and impression counting has become a real obsession for many. But these actions are not necessarily a sign of success. The challenge is to find other ways to increase their value. eMarketer analyst David Hallerman is clear: “There remains a problem, since the web, from its very beginning, promised measurability, in that these metrics are often misused.”