Digital Display Spending to Surpass Search Spending in 2016


If you haven’t noticed already, be prepared to see advertising budgets change this year. As brands continue to invest more in digital advertising, for the first time ever, spending on digital display ads will surpass search ad spending.

Though spending has increased, it doesn’t mean your ROI is through the roof; marketers are still struggling to engage people across multiple channels and devices—that is, until recently. Advertisers are realizing that addressability is the solution to the various challenges created by cross-channel behaviors. Investing in people-based efforts will help marketers leverage their data to connect with customers in real time. Now, what does that mean? By moving beyond cookies and tapping into first-party customer data, advertisers are able to reach the right person in the right place at the right time.

In a world where ad blocking is the new normal, digital advertising must get better. Improved targeting, formats, and relevancy have become crucial to breaking though to consumers. People-based efforts will help serve more relevant ads to potential customers, thus increasing the opportunity of conversions. The majority of earlier adopters of people-based advertising have seen higher click-through rates and higher conversion rates compared to cookie-based results. As we see digital display budgets increase, we can expect to see people-based advertising as the prevailing trend.