Focusing on short-term monetisation goals can cause long-term damage to the advertisers’ image

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 27, 2020, 1:36 PM UTC

It can also highlight how disconnected digital advertising can be from their company’s core values.

This piece argues focusing on Real-Time Bidding (RTB) and short-term monetization goals can cause damage to the advertisers' revenues. Brands should reassess their assumptions and approach to digital advertising and marketing to benefit society and economies during this emergency period.

Advertisers should post media content that can “save lives” which in the current scenario is the news and updates about coronavirus. Agencies running campaigns that blacklist all coronavirus-related content have led to empty ad slots filled with “cloud ads” popping up.

The author suggests media owners should balance finances to afford the staff that is required to provide critically important information. Stable content and advertising budget can ensure the credibility of news organizations to blunt the inaccurate, unchecked and unreliable information.

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[4 minute read]