My uninformed guess would be that the primary advertisement
cuts would have happened in
·Branding campaigns that focused on reach as the
primary performance metric
·Non-Google & Non-Facebook advertisements
This broad trend of advertising shifting to Google &
Facebook was reflected in Mary Meeker’s 2017 Internet Trends – where she
clearly illustrated that growth in online advertising in US is largely being
driven by Google & Facebook.
And multiple machine learning algorithms that is optimizing
the campaigns in Google & Facebook networks serves as a very effective moat
against any new player entering the space. And Google & Facebook are
expected to further deepen their moat – by artificial intelligence and machine
learning. My bet is that in a 3-4 year
time frame, >80% of the online advertising spends would be done through
Google & Facebook platforms only.
But as marketers, should we be worried about Google &
Facebook Advertising Dominance? We all remember how Facebook killed the organic
traffic for brands inside its closed network. The day Google also faces similar
challenges with revenue creation – we can expect it to do the same. If the
history shares any trends, a category that was dominated by one or two players –
will result in poor services and higher costs for the customers. Interesting Times for a Digital Marketer.