Recently, I've been thinking a lot about the ever-changing landscape as it relates to online marketing and the services that entrepreneurs and corporations purchase from digital marketing services agencies.
In recent times, many of you might remember the news concerning a number of corporations that pulled advertising dollars away from YouTube, leaving a number of prominent YouTube content creators very upset about decreases in income – and I'm sure Google and YouTube were not pleased about the situation either.
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I then read where Proctor & Gamble, a huge investor in digital marketing globally, recently cut back over $140 million dollars USD on digital advertising due to ineffectual online ads.
Why were they saying these ads were ineffective? Their two greatest reasons cited were that many of their ads were ending up attached to the content of objectionable quality, which means that YouTube was not able to discern which channels were good locations to place these ads and companies were getting their names and ads associated with content they did not want to be in any way related to.
And secondly, many of their ads were falling into channels and spots where "bots" were looking at the ads instead of human eyes. And bots do not spend any money on products so these advertising dollars were just being thrown away.
The funny thing was that after these advertising cuts had occurred, virtually no loss in sales or business growth was noticed by these corporations. The only thing to change was the increased percentage effectiveness of advertising spend relating to sales.