Did you know These Are the Biggest Challenges Facing Digital Advertisers in 2024
Media challenges are becoming ever more prevalent for digital
advertisers, and a survey conducted by YouGov as part of the yearly US Industry Pulse report has
revealed which problems are the most pertinent of all. It turns out
that the biggest issue facing this industry has to do with the
likelihood that their ads might end up being shown next to content that
is risky. Misinformation is another dangerous type of content that
digital advertisers are looking to steer clear of.
With all of
that having been said and now out of the way, it is important to note
that social media in general will be facing challenges due to this very
reason. 47% of the digital media experts who were surveyed agreed with
this sentiment, with 38% saying that digital video is in for a rough
time. In spite of the fact that this is the case, it appears that social
media is also ripe for innovation with all things having been
considered and taken into account. 50% of survey respondents pointed to
it as having the most potential for innovation in 2024.
Priorities are beginning to change in this brave new world, with 83% of
professionals working in digital advertising saying that their main
focus is viewability. However, 80% also indicated that they are placing a
lot of stock in risk mitigation because of the fact that this is the
sort of thing that could potentially end up reducing the likelihood of
the aforementioned issues. Unsurprisingly, attention was selected as a
priority by 79% of survey respondents.
There has also been a
shift in opinions regarding who should be in charge of risk mitigation.
In 2023, 35% said that this should be the purview of brands themselves,
but now, 37% feel that brands should start taking matters into their own
hands. This may be due to a lack of trust in social media to regulate
itself, since the explosion of misinformation makes the industry harder
to trust than might have been the case otherwise.
The same goes
for ad fraud mitigation as well, with 38% saying that brands should be
responsible. This is up from 32% that said the same last year, although
40% said that verification technology providers should be responsible
for it which is a six point increase from 34% in 2023.
