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Forrester sees advertiser revolt as beginning of the end

Moves by big advertisers to pause spending on Google, audit media buying and demand greater accountability will at least dent the rise of digital ad spending and hasten what Forrester is calling “The End of Advertising As We Know It” in a report released this week.

Google’s recent street-beating revenue results, despite those spending pauses that began in mid-March, may make digital ad spending growth look inevitable. But Forrester isn’t buying it, projecting big advertisers will pull around $2.9 billion out of digital advertising over the next year.

“Display advertising never worked like we pretended,” Forrester’s report says. “CMOs know this already, but nobody wants to talk about it.” Forrester cites the familiar problems of poor-quality ad placements, barely existent clickthrough rates, non-viewable impressions and rising ad blocking.

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