2018 Digital Advertising Strategy Guide

whitePaper | December 1, 2019

Internet advertising has been the fastest-growing marketing channel in recent years, accounting for roughly $60 billion of spending in the United States alone in 2015. The rise of digital advertising has been dramatic – more than doubling over the past five years alone. Paid search, in which advertisements are placed alongside search results, comprises the largest share of online advertising expenditures.

whitePaper | September 23, 2022

You have quality content and a highly engaged audience on your site. You are a line item on every Fortune 100’s marketing plan. You opened up your site to programmatic demand because of what the technology promised to offer: “target the right user, at the right time, for the right price.” And it has delivered on that promise for both you and your advertisers. But your CPMs have been declining for a decade. Your display ads have become almost worthless, you’ve tried adding new units like video and native to the mix. Now your site is bloated, load times are unbearable, and your core audience is noticing. You feel helpless to turn it around.

whitePaper | May 27, 2022

Advertisers know that a well-placed plug can tug at the heartstrings, or that a nimble, witty retort can gain the upper hand on a busy press day. A company can have the finest business acumen, but without an empowered creative team—from a junior designer to the chief marketing officer—the messaging will fall short, or worse, alienate the very customers it’s trying to reach.

whitePaper | November 7, 2022

The trend report explores the boundary between the digital and physical; how does a medium like out of home (OOH) relate to the metaverse? We discuss how OOH is developing and how brands can share sustainable and believable content within the traditional media space as well as in the emerging metaverses. Dentsu also predicts that omnichannel planning will be a key driver of the growth of (D)OOH.

whitePaper | October 7, 2022

As consumer demand for privacy grows, rather than depending on data collected by third parties, marketers are pivoting strategies to rely on first-party data to break through to new audiences. The move from third-party cookies to first-party data is an opportunity for marketers to build trust with their customers and deliver personalization through a privacy-centric strategy. In this guide, we outline everything you need to know to build optimal experiences for consumers using first-party data.

whitePaper | September 22, 2022

The local advertising marketplace will reach $167.4 billion in 2022 as local, regional, and national buyers compete to bring their messages to local audiences across major traditional and digital media platforms. The fastest-growing media segment is OTT with an annual growth rate of +57.4 percent in 2022. This emphasizes how competitive this media channel has become, as consumer behavior follows the same trend. In this whitepaper developed in collaboration with BIA, discover key trends impacting shifting media budgets, the effects of programmatic, and forecasts for local advertising in the years to come.