Brands And Digital

Can I let you in on digital marketing’s dirty secret?

It’s the one secret that marketing execs guard more closely than any other: Digital ads don’t work nearly as well as they’re adver­tised to.

Online shopping is generally a solitary activity – more about the purchase result than the experience. But is that all about to change?

A new report from Zenith predicts Internet advertising will exceed half of global ad spend (52%) in 2021, although, as the internet ad market matures, growth is projected to slow down annually from 17% to 9%.

Last week in Florida, Marc Pritchard, Procter and Gamble‘s Chief Brand Officer, told an audience at the Association of National Advertisers (ANA) that advertisers need to support a digital ecosystem that prioritizes quality, civility, transparency, privacy and control.

Marketers take note, in the last 20 years, no changes to data and privacy rules have been more significant than the EU’s General Data Protection Regulation (GDPR), set to go into effect in May 2018.