The ANA survey found many digital ad efforts are firmly mainstream. Online ads, for example, are now used by 96 percent of advertisers, social media by 89 percent and even mobile by 75 percent, compared to 32 percent as recently as 2009.
On the flip side, there’s declining confidence in many newer media, at least according to the survey. Online ads were judged effective by 30 percent, as opposed to 32 percent in 2009. Search-engine marketing confidence fell even more, from 65 percent to 48 percent. SEO also declined. Mobile increased but to just 25 percent judging it effective.
The results point to the continued problems new forms of digital media have in proving they effect sales. Newer measurements like engagement are confused and often befuddle marketers. The biggest issue, however, might be that advertisers’ own systems for evaluating their media mix aren’t modernized. The old adage “nobody got fired for buying TV” in some ways still applies. The reach/frequency model of TV has decades of refinement. In the meantime, the online ad industry is still arguing over the importance of click-through rates.
More in Media
In Graphic Detail: The scale of the challenge facing publishers, politicians eager to damage Google’s adland dominance
Last year was a blowout ad revenue year for Google, despite challenges from several quarters.
Why Walmart is basically a tech company now
The retail giant joined the Nasdaq exchange, also home to technology companies like Amazon, in December.
The Athletic invests in live blogs, video to insulate sports coverage from AI scraping
As the Super Bowl and Winter Olympics collide, The Athletic is leaning into live blogs and video to keeps fans locked in, and AI bots at bay.