Companies that advertise online or rely on revenue from online advertising are facing numerous financial challenges from ad-blocking tools. And their challenges have just begun. The Internet is in the midst of transitioning from a collection of websites to an Internet of mobile apps and social platforms. If you’re not positioning your company to adapt to this transition, you’ll be left in the dust.
Advertisers are adjusting spending accordingly. According to a Morgan Stanley analyst, 85 cents of every new ad dollar will go to Google or Facebook. Recently, success stories like Mashable and Salon, are facing budget cuts and layoffs. And a slowdown in venture capital has left media companies to rethink their fundamentals.
Traffic numbers are proving that audiences are living online through their social feeds and apps rather than visiting websites. As social networks are growing, websites are becoming more unnecessary detours. The shift to social-platform-centric marketing ‘sites’ seems clear following Facebook’s expansion plans. They recently released plans that will further enable them to keep people and groups inside their world, including “Instant Articles”, encouraging publishers to post their content directly to Facebook.