November, 20208 IN MYV EWBY KLAUS GERMANN, NATIONAL HEAD OF STRATEGY AND PLANNING, RESOLUTION MEDIADIGITAL AD MANAGEMENT TODAY AND TOMORROWIt is remarkable to consider that the first banner advert appeared some 26 years ago and that for many years online advertising was relatively simple, in that banners and text ads were the primary ad solutions at the disposal of online advertisers.True innovation in the online advertising space came about with Ad Exchanges and even more so from Facebook, which introduced advanced targeting capabilities and additional ad formats that fundamentally changed the online ad landscape.As a result, almost all major digital media vendors now provide a range of link, video, lead, and other outcomes-orientated ad formats. In addition, innovative means of buying have evolved from classic CPC and CPM to cost-per-outcome formats like Cost Per Landing Page View or just about any other defined action.As consumers have adopted digital media and their digital footprint has come to include multiple devices across a range of sites and platforms, marketers have had to face a range of challenges, including targeting, frequency and attribution, to name a few. This has given rise to Marketing Technologies that aim to streamline critical elements of online advertising management, thereby making digital marketing efforts more efficient and delivering a solid return on investment (ROI).With all this in mind, it is clear that online advertising has come a long way, especially in the last few years! By all accounts, the rate of change in this arena is only likely to accelerate as digital buying of traditional ad formats and innovations including Augmented/Virtual Reality (AR / VR) solutions bring about new reach and engagement opportunities.Advertisers are benefiting from increased online audience numbers with ever-improving means of reaching and engaging audiences across new platforms with more pointed and engaging ad solutions. Whilst advantageous for advertisers, the increasing number of opportunities bring about added complexity to the management of digital advertising.THE CHALLENGE FOR THE MODERN MARKETER IS FORMING, IMPLEMENTING, AND OPTIMIZING ADVERTISING STRATEGIES ACROSS THE EVOLVING, FRAGMENTED, AND COMPLICATED ADVERTISING LANDSCAPE WITH LIMITED RESOURCES
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