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💗💗Advertising - here to stay or gone tomorrow?

This week looks to advertising with new growth figures released and a look behind Snap's misstep. As
💗💗Advertising - here to stay or gone tomorrow?
By Connected Paths (Riaz Kanani) • Issue #68 • View online
This week looks to advertising with new growth figures released and a look behind Snap’s misstep.
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Cheers - Riaz
(disclosure: we have our own business focused account based advertising platform though this week’s focus on advertising is broader across both business and consumers - learn more about what we do on our website!) 😀

Digital advertising - growing or dying?
Emarkter is predicting that total ad spend will grow by 7.4% this year to $628.63m with digital advertising set to hit almost 50% by 2020. 
A rosy picture for digital advertising overall then over the next five years at least. Obviously our perspective at Radiate B2B is that we will even larger growth within business to business (B2B) advertising thanks to our account based advertising approach, which allows more companies to include it in their wider marketing strategy. 
I am not convinced - though the experience itself needs to improve especially within consumer advertising. Surely we can fix the I bought X and now I see X everywhere I browse problem.
Criteo, perhaps the poster child of behavioural advertising is confident it will continue after the start of GDPR as well. Amazon meanwhile is also launching its own advertising retargeting capability to compete with the likes of Google and Criteo. 
Making Snap great again
Snap has been having a rough time of it lately but when it comes to privacy Snap should be a few steps ahead of Facebook and Google thanks to its more transient nature. 
Regardless it needed to be more open about how it does handle data thanks to GDPR so it has brought Facebook-like privacy capabilities allowing you to opt in or out of audience segments, which users have been automatically been placed in. More here.
Meanwhile, more info behind Snap’s failed redesign, which caused a huge fallout with its users has been written up by Gizmodo. It suggests that Evan Spiegel, the CEO was the driving force behind the new approach aimed at making it more friendly to older users despite pushback internally and forgetting that the driving force behind the app are its younger base. Perhaps, he let either Facebook/Instagram Stories’ overall growth numbers (just released) or Wall Street’s desire for larger growth influence his thinking? Or perhaps he just thought he could balance the two differing groups.
Either way, going out on a limb is high risk - but when you are still rapidly growing your business in a new market - it is a requirement. Getting the company behind that decision though is also needed and the writeup suggests that the middle management team were bypassed creating more confusion.
Perhaps going public was a step too soon for Snap.

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Connected Paths (Riaz Kanani)

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