Countless myths surround digital advertising that, despite being weighed down by a more than the evident absence of truth, are almost as resistant as Teflon and those directly affected cannot get rid of it no matter how hard they try.
The digital advertising carries a very heavy backpack urban legends and the most persistent (and probably more harmful) are those listed below that Internet World Business :
Targeting can only be practiced (in all its fullness) in America
In Asia, there is a prejudice that targeting is inevitably in deficit (much more than across the seas) because of GDPR. However, the truth is that marketers have access to countless databases in these parts without breaking the GDPR.
Even so, and with the decision of more and more browsers to block third-party cookies by default, advertisers will be faced with the challenge of surviving in a universe without “cookies” where their own data will inevitably take the lead.
Performance overwhelms branding
Digital advertising serves to sell (hands-on if necessary), but also to give branding a boost and place brands in the “top of mind” of the consumer. Making its way in quality environments and hanging on the arm of very specific formats, digital advertising can accompany the consumer in each and every one of the stops of their “customer journey” .
Programmatic advertising is getting cheaper
It is true that in open markets and completely renouncing “black lists”, programmatic advertising can be exceptionally cheap, but also very problematic (due to its low quality).
Fortunately, there is life in programmatic buying beyond open markets. The objective? Advertisers connect with truly relevant targets.
Private marketplaces (PMPs) are, for example, an extraordinarily efficient formula for buying digital advertising on a programmatic basis.
“Brand safety” and “Brand fit” are completely synonymous terms
Despite the fact that many use “brand safety” and “brand fit” as concepts that are totally interchangeable with each other, the truth is that they are not.
“Brand safety” is the deployment of digital advertising campaigns in legal and suitable environments for brands and ensures that the ads do not end up landing in places that can put the advertiser in reputational difficulties.
For its part, “brand fit” is a somewhat more specific concept and its objective is that the environments in which the advertiser ends up being truly in tune with their corporate identity and their communication objectives (regardless of whether they are or not legal).
Context doesn’t matter
The great strength of digital advertising is that it is in a position to collect a good number of personal data about the user and thanks to such data, messages can be much more personalized. Still, to think that the environment in which advertising breaks through doesn’t matter is a huge fallacy.
Context has a major impact on advertising, and a beer ad that makes its way on a sports website is not logically as effective as a website with a focus on medicine.