Google and Meta are the New Traditional

The landscape of digital advertising is undergoing rapid transformation. Once guiding lights into the future that was online marketing, platforms like Google Ads and Meta (formerly Facebook) can now be more accurately considered traditional media channels. 

Traditional media typically refers to established forms of communication. While television and radio have dominated media since the early 20th century, newspapers and magazines have held a prominent role in mainstream communication since the mid-18th century. Historically, these media reigned as the primary channels for advertising. In contrast, new media encompasses digital platforms and technologies, including social media, websites, and streaming services, that enable a more interactive and on-demand content consumption environment for consumers. 

Due to their current dominance, Google and Meta have made themselves the newest members of what this new traditional media represents. Mediums such as digital out-of-home (DOOH) and over-the-top (OTT) services represent the next era of digital media, offering more targeted and measurable approaches to add to your marketing toolbox.

As the industry adapts to significant changes in consumer behavior, media consumption patterns and advertising technology, it’s crucial to understand why digital media powerhouse brands like Google and Meta have become mainstream, how digital media consumption has evolved, and what implications the end of third-party cookies holds for advertisers. So, today, let’s explore these dynamics and the changing nature of digital engagement.

The Top 3 Reasons for Changes to Digital Advertising

When Facebook launched its ad platform in 2007, it represented a novel approach to reaching targeted audiences. Advertisers were drawn to its targeted advertising capabilities, leveraging user data to deliver more personalized ads and improve the chances an advertiser would reach their intended audience. Similarly, Google Ads revolutionized online advertising with its search-based targeting. However, as digital marketing grew in popularity and a once untamed landscape matured, Google and Facebook, later Meta, transitioned from disruptive newcomers to established staples of the advertising world. 

1. Widespread Adoption and Integration

Meta and Google have become integral to the digital media ecosystem. The platforms’ extensive user bases, with 2.11 billion daily Meta users and Google ads reaching 80% of all internet users each day, as well as their advanced targeting options, have made them essential tools for advertisers. As more businesses embraced these platforms, they became deeply embedded in marketing strategies, reflecting their shift from revolutionary to a new form of traditional media. 

2. Increased Competition and Saturation

As adoption grew, so did competition. The rise in advertisers led to increased saturation, prompting platforms to refine their algorithms and ad offerings. What was once a cutting-edge approach has now become a standard practice, further solidifying these platforms’ status as new traditional media. 

3. Significant Evolution of Advertising Metrics

The metrics and tools initially introduced by Google and Meta are now standard in digital advertising. These platforms have set benchmarks for measuring ad performance, such as click-through rates and conversion tracking. The widespread use of these metrics in evaluating advertising effectiveness has cemented their role in the new media landscape.

How the Digital Media Landscape Changed

Digital media consumption has shifted dramatically in recent years. Streaming services like Netflix, YouTube, and Twitch are now dominant and reshaping how audiences engage with content. The rise of streaming has led to a decline in traditional TV viewership, prompting advertisers to reconsider their media strategies. Streaming platforms offer targeted advertising opportunities, reflecting a shift towards more personalized and data-driven approaches.

While Google Search has long been the go-to for information retrieval, platforms like YouTube and TikTok are increasingly becoming popular search engines. YouTube’s video content offers a rich, engaging way for users to find information, while TikTok’s short-form videos cater to quick, dynamic searches, making it the new go-to search engine for younger generations. In fact, the average user spends 46 minutes daily on YouTube and another 46 minutes on TikTok. This shift reflects changing user preferences and the growing importance of visual, interactive, and user-generated content. If you want to meet consumers where they’re looking for information, you have to stand out with creative strategy and execution. You can not simply spend your way to more conversions.

Key Strategies for a Successful, Modern Digital Media Plan

In today’s dynamic digital landscape, now more than ever, crafting a standout media strategy is critical. Effectively reach and engage your target audience while achieving significant results by implementing innovative strategies that leverage the ever-expanding array of platforms and technologies that align with your goals. Here’s some tips from our team of expert strategists:

1. Analyze Your Audience and Goals

Before developing your digital media strategy, conduct a deliberate and thorough analysis of your target audience and define your marketing goals. Understanding their preferences, behaviors, and pain points will help you create targeted and effective campaigns. Additionally, setting clear goals for your campaigns, such as increasing brand awareness or driving conversions, will guide your strategy and help measure success.

2. Embrace AI for Enhanced Insights and Personalization

Artificial Intelligence (AI) is transforming digital marketing by providing deep insights into consumer behavior and preferences. AI tools analyze vast amounts of data to identify trends and predict future behaviors, allowing for more personalized marketing efforts. For example, machine learning algorithms can optimize ad placements and content recommendations. Incorporating AI into your strategy enables you to deliver tailored experiences that resonate with your audience, increasing engagement and conversion rates.

3. Optimize for SEO and Local Search Marketing

Search Engine Optimization (SEO) is fundamental for driving organic traffic to websites and social media posts. Effective SEO strategies include optimizing your site’s content with relevant keywords, improving site speed, and ensuring a mobile-friendly experience. Additionally, local search marketing is essential for businesses targeting geographically specific audiences. By optimizing your business listings on local directories and incorporating local keywords, you can enhance your visibility in local search results to attract nearby customers.

4. Integrate Multi-Channel Approaches

A successful digital media strategy often involves integrating multiple channels to create a cohesive and comprehensive approach. Maximize your reach and effectiveness by combining AI, retargeting, SEO, and programmatic ad-buying tactics. Engage with audiences across different platforms and formats, enhance your campaign’s reach, and maximize your budget by incorporating emerging channels like OTT, Connected Television (CTV), and streaming audio.

5. Explore Programmatic Ad Buying and PPC Remarketing

Programmatic ad buying automates the purchase of ad space through real-time bidding, providing more precise targeting and efficient use of your ad budget. This method enables you to reach specific audiences based on their behavior and preferences. Pay-per-click (PPC) remarketing complements your ad buy through targeting users who have previously visited your site or interacted with your ads. By re-engaging these users with relevant offers and reminders, you can increase the likelihood of conversion and maximize the return on your advertising investment.

6. Monitor and Optimize Performance

Continuous monitoring and optimization are key to achieving long-term success in digital media. Track the performance of your campaigns using relevant metrics and analytics tools, and make data-driven adjustments as needed. Regularly reviewing and refining your strategy will help you stay aligned with your goals and adapt to changing trends and consumer behaviors.

7. Leverage OTT, CTV Advertising, and Streaming Audio Advertising

As traditional media consumption habits evolve, new channels are gaining prominence. OTT, CTV, and streaming audio are reshaping how audiences engage with content, which presents new opportunities for advertisers. Ads on streaming platforms allow for more personalized targeting and integration of brand messaging, making it a powerful tool for marketers.

OTT refers to content delivered over the Internet, bypassing traditional cable and satellite TV services. CTV encompasses devices like smart TVs and set-top boxes. Both OTT and CTV platforms offer advanced targeting capabilities and high engagement rates and are especially effective at retargeting, allowing advertisers to reach specific audience segments with personalized content. Streaming audio platforms, including music services like Spotify and podcast networks, offer unique opportunities to reach listeners in a highly engaged environment. 

Looking ahead, advertisers should enhance traditional advertising methods like Google and Meta ads by focusing on video-first content, retargeting strategies using first-party data, and exploring OTT, CTV, and streaming audio opportunities.

We dive deeper into the advantages of OTT, CTV, and streaming audio in Part 2  of this blog. 

Are you ready to take your marketing strategy to the next level? Put our proven experience and capabilities to work for you. Contact us today.