Digital advertising growth is set to decline significantly, with projections by eMarketer estimating an 8.7% growth rate by 2028. This indicates a shift from the previous decade's robust expansion. Factors contributing to this slowdown include macroeconomic uncertainty, saturation in digital media, and rival technologies like ChatGPT. In a presentation by eMarketer's Zia Daniell Wigder, the challenges in securing budgets for digital initiatives were discussed, as well as the competitive dynamics of social media platforms, illustrating a changing landscape that necessitates adaptive strategies for digital marketers.
"What this means is that it's gotten a little more challenging for digital teams to get the budget for all their initiatives when they're no longer growing at much faster rates than their physical counterparts," said Wigder.
"It's a zero-sum game era in which one platform's gains are another platform's loss... while these things don't make headlines... they're going to have a very big impact in terms of how markets are developing."
#digital-advertising #growth-rates #macroeconomic-impact #social-media-strategy #artificial-intelligence
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