New challenges through A NEW advertising paradigm
Posted: Sun Feb 16, 2025 5:37 am
In 2021, the advertising industry is experiencing one of the most dynamic phases in recent years. Advertising investments and the distribution of budgets across channels and media were subject to strong ups and downs in 2020 due to the impact of the COVID-19 pandemic, but which trends have persisted in the face of the new normal in societies? What challenges does the industry face today? These are explained below.
The development of advertising investments today is characterized by the following trends:
1. Digital advertising is becoming increasingly pakistan phone number list difficult to measure and attribute results.
One of the main advantages of digital advertising over traditional advertising is that it allows cost savings through process automation and the possibility of segmenting and measuring the marketing actions carried out. However, this access to data is limited by the disappearance of third-party cookies and the growing concern of users about their privacy.
According to Nielsen's annual marketing report, brands are relying less and less on the data they have to optimize their advertising spend. Comparing data from 2018 to 2020, the percentage of companies that distrust data quality has increased by 11 points (from 28% to 39%). For the first time, brands that feel they don't have enough data to make decisions are on par with those that do. As a result, companies are stepping up their data management strategy.
Chart showing declining trust in quality audience data among marketers from 2018 to 2020.
The development of advertising investments today is characterized by the following trends:
1. Digital advertising is becoming increasingly pakistan phone number list difficult to measure and attribute results.
One of the main advantages of digital advertising over traditional advertising is that it allows cost savings through process automation and the possibility of segmenting and measuring the marketing actions carried out. However, this access to data is limited by the disappearance of third-party cookies and the growing concern of users about their privacy.
According to Nielsen's annual marketing report, brands are relying less and less on the data they have to optimize their advertising spend. Comparing data from 2018 to 2020, the percentage of companies that distrust data quality has increased by 11 points (from 28% to 39%). For the first time, brands that feel they don't have enough data to make decisions are on par with those that do. As a result, companies are stepping up their data management strategy.
Chart showing declining trust in quality audience data among marketers from 2018 to 2020.