With two consecutive quarters of negative growth, we are by definition in a recession. The next question is, will it be light or heavy? While signs are currently pointing to a mild recession and a “light landing,” which is the ideal outcome, the advertising industry has taken a hit. Regardless of what we’re going through, the “recession reset” is going well and ushering in the next generation of digital advertising.
“Reset the recession” allows advertisers to reset their business models to better ensure success in the midst of an economic downturn. Today’s digital advertising landscape is not the same as it was during the Great Recession of 2008. At that time, many major brands were in the dark without any ad spending for over six months and the whole US advertising market fell 13%. Today, businesses can pivot – an axis made possible thanks to web3.
For decades, online advertising has been controlled by tech giants, who operate their businesses in a black box, forcing advertisers to measure performance by numbers. provide them – no verification of numbers, no third-party checks, no guarantee that ads were served, and no confirmation that real people saw them. The model is neither reliable nor durable, but companies are so used to inflated numbers that they continue to ignore the billions of dollars lost each year. However, that is starting to change as more advertisers seek data-driven results that will help them achieve long-term success as the economy recovers. In fact, 74% of marketers say that if they had access to more transparent data, they would increase programmatic ad spend by at least 11% and in some cases by 50% or more.
Web3 gives back control to advertisers. It leverages transparency and decentralization to create a safe and secure ecosystem for media investments, ensuring honest and human-verified results for every advertising campaign. It also screens and avoids any potential bots that have used the ads and ensure the ads reach real people, unlike the current model where almost 75% of media spend is lost to fraud. All transactions made on the blockchain are public and immutable, meaning advertisers have immediate access to their ad performance, and all impressions are accurate and complete. no wasted media spending. No more “bots” and inflated numbers – this level of transparency helps advertisers avoid ineffective campaigns and wasted media money.
The “recession reboot” also comes at a time when many companies are shifting their focus and budgets to the CTV space. CTV ad spending grew 39% last year, while traditional TV ad spending fell 23% and total ad spend on other media fell 5%. CTV’s targeting makes it easy for advertisers to deliver tailored and personalized content to viewers based on demographics, interests, behavioral data, and location. CTV ad impressions also surpassed mobile ad impressions for the first time last year, signaling that this shift to CTV ads will only continue to gain momentum. This trend encourages advertisers to “reset” their business model and prioritize platforms that allow them to better communicate with their customers.
The “recession reset” is bringing an unprecedented level of decentralization, transparency and accountability to the advertising industry – something the industry has never experienced before. It’s time to reset your business model to ensure success through this recession and beyond.