For our latest State of Digital Advertising report, we surveyed over 400 high-level digital marketers across 12 industries to find out their current goals, strategies, and concerns.
What are some of their top priorities for this year and beyond?
Combine the Strategic and the Tactical
Advertisers are working hard on key strategic goals like increasing brand awareness and reducing friction for their clients. They’re also eager to win new business by adopting more tactical plays like running omnichannel campaigns and optimizing performance. Brands who deliver on both strategic and tactical goals will outpace the competition.
Maintain the Old (and Reliable), Embrace the New
Although paid search still dominates digital advertising, other channels are taking their share. Despite ongoing controversies and people leaving for greener (Instagram) pastures, advertisers still have a massive Facebook audience—and can also take advantage of surging video and eCommerce advertising opportunities.
Win and Maintain Consumer Trust
With regulations like the GDPR and the upcoming CCPA requiring advertisers to implement entirely new strategies for ensuring data privacy, publishers have continued work to do to win and keep public—and advertiser—confidence.
To see the complete report and compare against your organization’s goals, view our State of Digital Advertising Report 2019.
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