The Decline of Media Advertising, or Why Focus on Content?
Posted: Wed Jan 29, 2025 5:42 am
The effectiveness of online advertising is gradually declining, so business owners are starting to give preference to other types of promotion. Marketers are looking to engage users on their way to making a purchase, and content is a great alternative to paid ads, which have ceased to bring tangible results in some niches.
Changing user attitudes toward advertising, concerns about privacy of personal information, and the active transition to mobile devices have all contributed to this situation.
In this article, we'll discuss why you should switch to customer-centric strategies and rethink your marketing toolkit.
Content + Word of Mouth = Conversion Funnel Full of Leads
Content instead of online advertising?
The rapid development of the Internet, mobile technologies nigeria phone number data and social networks has turned traditional advertising into a commodity that “drifts in the ocean” of paid advertising options and other marketing opportunities. Previously, online advertising occupied a dominant position, but its time is passing. More and more often, brand owners strive to meet user expectations and provide them with relevant content at every stage of the purchase. Smart marketers are discovering new strategies that allow them to better control audience behavior, while online advertising is gradually becoming a relic of the past.
Today's users hardly notice banners and even connect special software that blocks ads on websites. In 2014, the average CTR of banners "collapsed" to a paltry 0.12%. At the same time, the popularity of AdBlocker is only growing (see graph):
Adblock is popular
It is this trend that has forced marketers to shift their attention to content, which is striving to take a leading position in the list of the most effective promotion tools. Advertising agencies have begun to review their strategies in order to create a sense of “integrity” in the customer’s journey. However, this does not mean that online advertising as we know it will disappear. It will simply lose its dominant position.
There is a real war going on for consumers' attention, and this is becoming a difficult test for marketers. Due to the fact that users are increasingly installing special plugins that block ads , 12% of banner ads remain unseen. In addition, people subconsciously ignore such ads.
Add to this the fact that 94% of online video viewers will dismiss an ad before 5 seconds have passed. Furthermore, 25% of views of some types of ads are fraudulent. The need to invest in other types of interactions with potential customers is becoming increasingly clear.
Changing user attitudes toward advertising, concerns about privacy of personal information, and the active transition to mobile devices have all contributed to this situation.
In this article, we'll discuss why you should switch to customer-centric strategies and rethink your marketing toolkit.
Content + Word of Mouth = Conversion Funnel Full of Leads
Content instead of online advertising?
The rapid development of the Internet, mobile technologies nigeria phone number data and social networks has turned traditional advertising into a commodity that “drifts in the ocean” of paid advertising options and other marketing opportunities. Previously, online advertising occupied a dominant position, but its time is passing. More and more often, brand owners strive to meet user expectations and provide them with relevant content at every stage of the purchase. Smart marketers are discovering new strategies that allow them to better control audience behavior, while online advertising is gradually becoming a relic of the past.
Today's users hardly notice banners and even connect special software that blocks ads on websites. In 2014, the average CTR of banners "collapsed" to a paltry 0.12%. At the same time, the popularity of AdBlocker is only growing (see graph):
Adblock is popular
It is this trend that has forced marketers to shift their attention to content, which is striving to take a leading position in the list of the most effective promotion tools. Advertising agencies have begun to review their strategies in order to create a sense of “integrity” in the customer’s journey. However, this does not mean that online advertising as we know it will disappear. It will simply lose its dominant position.
There is a real war going on for consumers' attention, and this is becoming a difficult test for marketers. Due to the fact that users are increasingly installing special plugins that block ads , 12% of banner ads remain unseen. In addition, people subconsciously ignore such ads.
Add to this the fact that 94% of online video viewers will dismiss an ad before 5 seconds have passed. Furthermore, 25% of views of some types of ads are fraudulent. The need to invest in other types of interactions with potential customers is becoming increasingly clear.