A recent analysis conducted by the Nielsen company reveals that one of the key problems facing online advertisers is that of targeting content to the correct demographics. Techniques like search engine optimization (SEO) can help turn low-interest clicks into higher-value ones, delivered by organic search results.
Jon Gibs, Nielsen’s vice president of media analytics, argues in the analysis that the advertising industry must adopt a standardized measure of success for its online campaigns, saying that survey results are frequently flawed. In the absence of reliable surveys, however, search engine optimization (SEO) remains a reliable way to target online consumers.
Gibs further argues that strong content is an essential part of driving effective online advertising. Good content, additionally, is a basic component of effective SEO.
The effects of these diminishing returns on the digital ad industry are already visible, as the sector posted its first two quarters of consecutive negative growth since the tech bubble collapsed in the late 1990, according to the New York Times.
Many say that this is a symptom of an industry in transition, as experts like Gibs and others parse data for information and advice.
