The advertising industry has always had to struggle to achieve that desired balance between connecting with a consumer in a deep way and not saturating. But rather offering content that is really relevant to him. With the arrival of online advertising. The opportunities to reach users have multiplied, but so have the shadows that most concern this sector. Such as ad fraud, unreliable metrics or interruption advertising.

An analysis by PrivacyCloud that gathers conclusions from various studies echoes all these threats that lie in wait for agencies and advertisers. Among some of the worrying data he cites, the 35,000 million dollars that online fraud reached in 2020 stand out. Which is equivalent to 10.5% of all digital advertising investment according to a study carried out in November 2020. By the University of Baltimore, and even 20% according to the data offered by AdAge and Spider Labs of December 2020. The estimates for the future are even more bleak. Since fraud is expected to reach 44,000 million dollars in 2022 , according to Juniper Research.

Digital Advertising Never Reaches Real People

The truth is that 10% to 30% of digital advertising never reaches real people , as reflected by the World Federation of Advertisers. This great shadow of online Luxembourg B2B list advertising becomes a real headache for advertisers since data from an ISBA/PwC report from May 2020 reveals a loss of 15% of its budget for digital advertising.

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Focusing on the different formats, Cristina Moro, marketing executive at PrivacyCloud, states that fraud represents 14% of investments in in-app mobile advertising, 9% of the budget in affiliate marketing, 17% in OTT and up to 30% of spending on Display, according to the University of Baltimore & Cheq study cited above. Likewise, according to White Ops, video fraud consumes 22% of the budget.

Problems continue with simulated interactions: 14% of all clicks in search engine marketing (SEM). And social media come from malicious bots, click farms, and other scams. Added to this is the false inventory. At this point, a 2018 study by the Point North Group stands out, which revealed that influencers on Instagram and other channels have a 28% fake follower rate.

Social Rejection Is Another Threat to The Advertising Industry

According to data from SAP Hybris (2017), almost 80% of users would abandon a brand. If they discovered that it was spying on them. And according to a study by HubSpot and AdBlock Plus (2016), 45% of users feel persecuted by brands that do retarget. Under the ad-interrupting umbrella, we find that 11% of users between the ages of 18. And 35 completely block video advertising and 59% skip it manually without automated assistance, according to 2017 data from eMarketer.

With these data on the table, the increase in the use of ad blockers is not surprising. A trick that used between 15% and 35% depending on the country in 2020, according to Page Fair. A fact that has skyrocketed on mobile devices if we talk about last year, marked by the pandemic and restrictions.

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