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
News publishers may be flocking to Bluesky, but many aren’t leaving X
The Guardian and NPR have left X, but don’t expect a wave of publishers to follow suit. Execs said the platform is still useful for some traffic and engaging with fandoms – despite its toxicity.
Media Briefing: Publishers’ Q4 programmatic ad businesses are in limbo
This week’s Media Briefing looks at how publishers in the U.S. and Europe have seen programmatic ad sales on the open market slow in the fourth quarter while they’ve picked up in the private marketplace.
How the European and U.S. publishing landscapes compare and contrast
Publishing executives compared and contrasted the European and U.S. media landscapes and the challenges facing publishers in both regions.