Friday, August 16, 2013

Why more digital advertising options is not helping digital advertising

In my last blog post, I stated that the ever growing overload of digital advertising options for advertisers is becoming an issue.

Specifically, I said: “In my mind, the growth of ever more platforms, solutions, apps, options and choices is simply beginning to be too large. As a result, both consumers and advertisers might start to retreat and choose only a limited number of (in their mind) relevant options, leaving 90% of what is out there to fight over crumbs of attention or ad dollars.

In fact, perhaps the overload of digital advertising options is turning out to be a hindrance for the digital advertising industry to mature and not a conduit. More in this case is probably worse, not better.

Here is how I have been thinking about it. Let’s see if you follow along and agree.