Lori Senecal Speaks on The Fluctuating Climate of Advertising

The most popular trends in the world of advertising and marketing are often dictated by the technologies most utilized by the population. Lori Senecal, an expert regarding the most effective marketing trends to utilize in business, as well as the Chief Executive Officer of Crispin Porter and Bogusky, recently talked about the rise of online advertising, and its trajectory for the upcoming years.


In the world today, smartphones and other mobile devices have become a mainstay in our everyday lives, with many reports suggesting that the majority of us spend about a quarter of our day using them. In 2015, online marketing saw its greatest increase in recent history, accruing revenues that hit the $60 billion mark. Of this increase, only a small portion was the result of desktop advertising. The power of social media has been the prime factor in the rise of online marketing, as platforms such as Facebook made up a large percentage of the increased revenue. Google, was not far behind in terms of its effect on internet marketing, as the search engine giant saw an increase of nearly 20 percent from 2014 to 2015. Together, Google and Facebook made up 76 percent of the advertising growth over that timespan. Check out Ideamensch to see more.


According to Lori Senecal, Facebook usage is currently down amongst millennials, as they have shown a preference for Instagram and Snapchat, but this should not deter you from utilizing the platform, as it is still supremely effective.


Although online marketing continues to grow at an exponential rate, the prominence of ad blocking software has continued to grow, providing a significant barrier for a number of companies around the world. In recent surveys, the results suggested that over 90 percent of avid online users are currently utilizing ad blocking software, or are considering implementing it in the future. Forward-thinking companies such as Universal Pictures, Spotify, and Snapchat have been able to successfully avoid the pitfalls of ad blocking software by creating condensed advertisements that are more effective at holding the attention of their audiences. These companies regularly created ads that exceeded 14 million views, effectively changing the atmosphere of effective online advertisements for the future.



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