With ad-blocker downloads on the rise and criticism of banner ad effectiveness a theme among industry pundits the past few years, my team at ScribbleLive recently partnered with industry analyst Rebecca Lieb to explore the latest consumer and marketer attitudes toward online advertising and content marketing.
The resulting report, The Eclipse of Online Advertising, reveals widespread dissatisfaction with traditional online advertising tactics.
For example, consider this telling quote from the media chief of a top-five CPG advertiser: "Ads on the Internet are not fit for purpose and never have been."
When you pair the above sentiments related to online ads with the below statistics related to content marketing growth, it's easy to see how the marketing world is changing.
Moreover, now that content marketing as a discipline has grown up, marketers are increasingly prioritizing content within the digital mix.
You're probably well aware of this shift... but perhaps not the following insights.
1. There's a serious supply and demand problem with online content