Digital Advertising: Expectation Vs. Reality

April 14, 2023
3 minutes

We cannot overemphasize the great opportunities digital advertising has brought to marketers. The internet and new media platforms have enabled faster and more targeted ways to build brand awareness, generate leads, and grow revenue.

However, with the inherent opportunities, digital advertising presents to marketers, certain advertising myths need to be debunked. These are our top 5 expectations vs reality examples:

Conversion vs. traffic 

Website traffic is an essential element in generating leads or gaining potential customers and growing revenue. Ideally, it makes sense: the more web visitors you get, the more conversions you are likely to end up with. But is this true?

Not exactly. Firstly, you don't want any traffic. You want traffic that is relevant to your business. What is the difference? Imagine your company is offering banking services or solutions; you want people who are interested in loan applications or opening accounts, not real estate.

It would help if you also put your conversion rate into consideration.  You can get millions of website visits or page views, but if your website or landing page does not offer a great user experience, if it's low and the information is not clear, you won’t get a good return for your advertising campaign spend.

Quick wins vs. long-term investment

Most marketers want to start recording success almost immediately after they launch their digital advertising campaigns, however, it is not unusual to start seeing good traction from your ads right from the start, nonetheless, the best results will come with time and continued investment. If you are anticipating overnight success with your ads you are most likely to be disappointed because most of the amazing results we have seen come from a deliberate build-up of marketing activities and a long term investment that drives sustainable growth.

The stage your business is at a given period of time to a large extent will determine the pace of the success of your advertising campaign. A new startup will require more investment in advertising to get good mileage and results compared to a business that already has a market share. On the other hand, different advertising strategies can get you a quick win, but if you are looking for something more enduring and impacting, you need to be patient to get the desired result through continued investment. 

Paid ads will deliver faster profitably

There is a general belief and notion that paid ads yield a better and faster return on investment (ROI). It offers a better opportunity to generate profit as it is considered cheaper and more targeted to promote business. In reality, this is not true. As a marketer or an advertiser, you need to ensure that you create ads that convert and show your ads to the right audience through more effective targeting. There is a need to constantly test and test different ad versions to know what is working and retarget those who have engaged or interacted with your ads. 

For your ads to deliver profitably, you also need to continue to optimise for performance, ensure you are passing the right messages, and your landing page is working and not broken. Focus on your ideal target market and audience and ensure that you offer value. 

A completely outsourcing approach vs. collaborating with experts

The expectation is that once you outsource your digital advertising campaign, you never have to think about it again until the campaign ends and you are awaiting a report. The reality is that agencies want to reduce the workload off their clients where it aligns with their offerings and take that big campaign off their to-do list to face business and be more comfortable. Still, they also unconsciously need client support to do this. 

Even when agencies take the reins of campaigns completely from their clients, there’s still an element of collaboration and teamwork needed to ensure the success of the ads.  It’s not a bad idea If a brand is looking to outsource digital ads, but it will ensure it keeps the agency updated of its broader marketing plans and roadmaps so they can support the best through a winning digital advertising strategy as well as other resources that might be required to deliver results.

One platform that can do it all vs. integrated marketing approach

Sometimes marketers expect that once they can focus their marketing resources on a platform, they can get the best out of that platform, especially if it’s a trusted platform, the reality is that each platform that you invest in will help you achieve your marketing objectives. Still, the probability of one platform being sufficient for your campaign goals is low. 

It is essential that you understand your marketing objectives and what you want to achieve with your campaign. Are you launching a new product, do you want to acquire more customers for your product, or do you want to create awareness for a modified service that you offer? Getting on the right platform that will deliver these objectives will help you get the right results. 

Eskimi vs. other platforms

If you need any platform that will help you stand out amidst advertising noise, Eskimi will help you. With Eskimi, you can easily achieve your targeting goals and greatly boost your ROI with a robust inventory, and it doesn’t have to be difficult, either.

Eskimi runs complete programmatic advertising management solutions with innovative technology. We are always ready to sit down and work to achieve your creative ideas together. Compared to other platforms, you have access to professional AdOps that can also help you manage your campaign to deliver results irrespective of your ‘budget’. Get in touch to learn more about what we can do for you!

Philip is the CMO of Eskimi. When he’s not busy growing the Eskimi brand, he spends his time with family and playing ping pong.
Philip is the CMO of Eskimi. When he’s not busy growing the Eskimi brand, he spends his time with family and playing ping pong.
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