As the online world continues to grow and diversify, one would think that online advertising would be the ideal way to reach target audiences. However, according to a new article from AXIOS, major advertisers are actually redistributing money, focusing more on television and radio ads.
Many advertisers are reevaluating their digital ad campaigns after hemorrhaging money due to digital ad fraud, ad tech vendors, and transparency problems, according to the article. These factors, which have caused various problems for advertising agencies, all contribute to the transition back to television and radio advertising.
Marc Pritchard of Proctor & Gamble, who has seen the financial detriments of digital ads firsthand, told AXIOS, “The major issues in digital is that the supply chain still has way too many touch points in it and it lacks transparency.” According to Pritchard, radio and billboard advertising have shown “increasingly positive results.”
When planning your next ad campaign, consider the various issues involved with digital ads, and how radio and television ads will not only prevent these problems, but save advertisers millions of dollars.