More Cost-Effective but Confusing Advertising Options

Abstract

Since 2006, American newspapers have lost nearly two-thirds of their advertising revenue, and a similar tipping point has now hit broadcast and cable television. In 2016, digital advertising expenditures in the U.S. surpassed TV advertising for the first time, and by 2021, digital is expected to surpass all traditional forms of advertising combined. Traditional advertising is dying, and the battle between the digital competitors is heating up, leading to diverse and rapidly changing advertising opportunities. And yet, marketing executives say they are confused and frustrated by all the changes. This chapter documents the new and continuing trends that are reshaping the advertising landscape.