Digital advertising prices are skyrocketing, but consumer attention to such advertising is on the decline, according to a recent study conducted in Europe by the software company Adobe .
In a market that is not growing in any way at all (the number of visits to websites has increased by just 5% since 2014), the costs of digital advertising have nevertheless embarked on a frantic uphill race.
Over the past two years, investment in search engine advertising has grown by 47%, but website visits have not grown at the same rate, remaining at just 33%.
Although digital advertising is far from being a marvel in terms of effectiveness, the truth is that CPC advertising prices have grown considerably over the past few years (13% on desktop devices and 19% on mobile devices).
Another fact that should be of concern to marketers who decide to invest in bolivia phone number digital advertising is the one related to user engagement . In 2016, Internet users spent an average of 8 seconds less on web pages than in 2015 (343 seconds in 2016 and 351 in 2015).
It is also worth noting that the ubiquitous mobile devices are a real headache for marketers because Internet users are particularly impatient here (more so than on desktop devices).
63% of Internet users only watch video advertising on mobile devices until the end. However, this percentage has increased to 80% on desktop devices .
Although the data presented by Adobe in its report is far from encouraging, the truth is that marketers , who are apparently very prone to self-deception, see things quite differently.
69% of marketers are convinced that they offer more relevant digital advertising than two years ago . However, less than 50% of Internet users share the same opinion.