Digital advertising accounts for roughly 37 percent of all media ad budgets and is on trajectory to surpass 50 percent by 2021. Millennials, who grew up in the digital age, are the largest consumer segment in the U.S., making digital an invaluable space for brands to reach consumers. But 84 percent of millennials don’t trust traditional advertising. Millennials tend to turn to friends, family, and influencers when making purchase decisions. Smart brands engage with millennials on social platforms to earn their trust, support, and eventually, spending power.
As the digital landscape shifts rapidly and continues to soar to new heights, brands must readjust in order to keep their reputation safe without missing out on an opportunity to reach a large and valuable digital audience. With ad fraud estimated to waste up to $16.4 billion in global ad revenue in 2017 alone, it is more important than ever for brands to adapt their advertising strategy for the digital world, focusing on ad quality, brand safety and consumer expectations. Click here to download our full brand safety guide.