Online
advertisement came a long way from being just static ads and banners
in websites. The ecosystem is now convoluted with intense technology
traits, complex market and analytics that take information to a whole
new level. The weight is heavier in the part of large advertisers and
industry reports corroborated to the fact that ad campaigns by the
top advertisers in the industry is almost six times complex than that
of average advertisers. An industry report by DG MediaMind studied
the complexity of online advertisement to find that consumer
targeting and analytics are becoming more sophisticated and is
growing. The report indicated that the top 10% of advertisers are
becoming more complicated in their digital marketing strategy.
Sophisticated
campaigns are materialized in the ad market with complex targeting.
Against this backdrop, hosts of campaign analytics technologies are
emerging and they are induced in the market through ad networks
implementing the methods. From 2011 to 2013, campaign optimization,
brand interaction and impact have increased by 267%, MediaMind report
quotes.
In
2013, multiple tags in digital ads were employed in almost one third
of ads. Since 2011, the rise of multiple tag usage is 25%. In fact,
ads are being using more than three tags to the range of four to five
on a single advertisement. 2013 data proves that in the year ads with
four or five tags rose by 476%. The numbers pose an exponential
growth of 19 times in the ads with multiple tags within just a couple
of years.
In
digital ad sphere, geo targeting based on demographic information has
also fueled the growth of a complex advertisement ecosystem. These
are the ads that are foraying into multiple tagging methodologies.
Most of such brands hail from some specific sectors like Auto,
telecom and CPG Brands. A huge segment of top advertisers are using
conversion tags. These tags allow tracking if the views are
completing an action via the advert. Conversion tags increased the
industry ecosystem since 2010 by 49%. The growth of events tracked
through conversion tags was 460%. Experts have commented that brands
and marketers using the latest sophistication in the industry, like
multiple tags, complex analytics and intense targeting of users, are
emerging as the highest earners in the industry.
However,
not all are in the brighter zone in the complex ad market. As digital
advertisement is becoming more complicated, they might turn into to
lowered of returns in the industry. The time factor of advertisement
campaigns can lead businesses into jeopardy. Hence, the industry
should be cautious to use intensive technologies with deep insight of
various synergies across the complexities of advertisement sphere.
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