The Decline of Online Ad Spending Causes Concern Amongst Marketers

Online advertising has been hailed as the future of marketing, but recent trends suggest a shift in attitudes towards digital advertising. Industry experts have noticed a decline in online ad spending, marking a significant departure from the upward trajectory that was previously seen.

The Numbers Don’t Lie

A study conducted by eMarketer has revealed that online ad spending in the US will grow just 1.1% this year, marking the lowest growth rate since tracking began in 2008. Additionally, an analysis of more than 13,400 digital advertising campaigns by marketing analytics firm Ebiquity found that online ads were 15% less effective than traditional advertising methods such as TV and radio.

Reasons for the Decline

The decline in online ad spending can be attributed to several factors. Firstly, internet users are becoming more accustomed to ad-blockers, which prevent ads from appearing on web pages. Secondly, there is a growing concern around privacy and data protection, with many consumers opting to use ad-blockers as a means of avoiding intrusive adverts. Finally, the rise of ad fraud has left many advertisers feeling burned and less willing to invest in online ads.

What Next?

The decline in online ad spending highlights the need for marketers to consider using traditional advertising methods alongside their digital campaigns. This is especially true for businesses targeting older demographics, who are less likely to use ad-blockers and are more likely to respond to traditional advertising methods. Additionally, marketers may need to focus more on creating engaging content that adds value to the user, rather than simply bombarding them with adverts.


The decline in online ad spending may be worrying for digital marketers, but it presents an opportunity for a more balanced approach to advertising. By combining traditional advertising methods with engaging content, businesses can reach a wider audience and achieve their marketing goals more effectively.