The billions invested (and wasted) by brands in adv

THE BILLIONS INVESTED (AND WASTED) BY BRANDS IN ADV

When it comes to advertising investment, especially during the holiday season, digital turns into the stage where brands fight their battle to gain the audience’s attention.

But here’s the problem: it seems that many have forgotten to performe at their best onto the right stage. Picture the scene: millions (indeed, billions) thrown into the advertising arena.

Where do these investments end up?

The vast majority into the digital void. An in-depth analysis reveals that during the holiday season, when the going gets tough, brands happen to miss the target. Their content is not ready for the digital era and the platforms are not good enough for what has being created.

Here is a thought-provoking number: more than 50 percent of the money spent on digital advertising has been put into photo/video content that is not suitable for the digital scenario.

And unfortunately, it would seem that this is not a sporadic mistake, but a repeating loop, with an almost identical budget (73 billion euros) consistently wasted every year during the holiday season.

At a critical time like the holidays, when people are more likely to shop, ads seem to get lost in the digital sea instead of reaching the safe harbor of their audience.

The truth is that the contents have not been adapted to digital environments: the brand is not visible in the first few seconds of videos, formats are as bad as our mood on Mondays, and there is a crucial lack of subtitles (in a world where 90 percent of videos are watched without audio).

Reflecting on this scenario, how should creative work be judged instead? Great. But digital adaptation is like the hidden detail that makes the difference between going unnoticed or shining bright like a diamond. Optimizing content for various formats and platforms means not only increasing the quality, but also the real effectiveness of the ad.

In an era when every penny of the budget counts, digital adaptation seems to be the key to gift marketing teams (who enjoy performing ads) with moments of pure happiness.

So our advice goes without saying: be smart with your budget. Let’s avoid wasting it by making underestimating digital adaptation.

And in the ever-expanding digital scenario ahead, with its rules and secrets, it is time to focus on strategies, adapt to the context, and take our campaigns to the digital stage as they deserve.

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Cerea

+39 0442 07 0007
info@squaremarketing.it

Via Guglielmo Oberdan 10
Cerea (VR)

Milano

+39 345 214 73442
info@squaremarketing.it

Via Copernico, 38
Milano

Dubai

Square Marketing Middle East - FZCO
info@squaremarketing.it

IFZA Dubai -Building A1, Dubai Digital Park,
Dubai Silicon Oasis, Dubai, United Arab Emirates

Cerea

+39 0442 07 0007
info@squaremarketing.it

Via Guglielmo Oberdan 10
Cerea (VR)

Milan

+39 345 214 73442
info@squaremarketing.it

Via Copernico, 38
Milan

Dubai

Square Marketing Middle East - FZCO
info@squaremarketing.it

IFZA Dubai -Building A1, Dubai Digital Park,
Dubai Silicon Oasis, Dubai, United Arab Emirates

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