Published: 19/09/2020 by Ross Chesterfield
Analytics and measurement tools enable advertisers to gain greater insight into their advertising effectiveness than could ever be achieved by traditional methods.
Exciting new systems such as programmatic buying and ad serving when combined with new developments in blockchain technology should deliver even greater transparency for advertisers.
Despite all this potential and the significant investment in ad serving platforms by companies such as Google and Facebook, there are still many barriers to entry. Lack of knowledge, fear, previous bad experiences, media reporting on recent issues with programmatic platforms and preconceived budgetary restraints have all combined to create scepticism by many in the SME space.
With clear intent and good management digital advertising can be a very effective tool in the marketing arsenal but like anything else, if it is poorly executed it will never deliver the results you need.