Digital publication has surged in popularity over the past decade; as a result, the classic media outlets have all but fallen by the wayside. Some of the old classic publishers abandoned physical print, but some have found that the present-day digital world owns a few issues like ad-blockers and invisible inventory that didn’t plague marketers in the old days. Marketers would like to recapture some aspects of television and print advertising if they could, according to Martech Today.
Online digital conveniences have facilitatednumerous opportunities to consumers to buy their preferred products and services. At the same time, marketers have fresh tools to creatively display and promote their brands with greater effect than the classic outlets could allow. There is greater chance for the latter to optimize their outreach to target audiences. Through online metrics,precise timing and effectual content can drive the consumer toward a purchase.
Even in the old days, consumers blocked out undesirable ads (no literally). They could turn the page in a magazine, or go get a snack during a TV commercial. But the product still had exposure, so there was still a chance to gain a customer.
Classic advertising outlets had quality constraints that the digital world has yet to emulate. Optimizing brand safety and quality content has become one of the primare online concerns. Issues like objectionable content and the so-called “fake news” have proliferated. Earlier this year Google’s YouTube came under fire because of content that promoted “hate-speech” appeared alongside UK brands that did not want to be associated with the offensive material. The online titan has since upgraded its ad policies to give brands extended placement control.
