“We’re observing increased paid advertising, and video investments in particular, for many of the leading and emerging providers of video conferencing solutions,” said Jeremy Tate, senior vice president and general manager at media agency DWA, a Merkle Company. In 2017, computing products and consumer electronics accounted for only 6.9% of total digital ad spending.
“The majority of conversations [in the wake of cookie restrictions] has been based around the shift of audience-based strategy to strategies that put contextual elements at the forefront,” said Emily Anthony, director of media services at data and analytics company Merkle. Contextual advertising isn’t new by any means, but it is evolving.
Even though LinkedIn has a much smaller portion of the population than Facebook does, it holds its own because of the professional context, according to Alex Stolarski, director at B2B agency DWA, a Merkle company. “It really comes down to that context and the business mindset that professionals on the network are in when logged into the platform.”.