Advertising behemoths like @Google and @Meta rule our digital world, yet it appears that their formerly unstoppable growth has stalled. Is this a result of the macro or a shift of attention to other platforms?

🧵 Let's dive into what changed in the last 24 months

It's not just the stock performance; it's also the lack of #advertising growth. We've all heard about Facebook's decline and its shift toward the #Metaverse, but did you know that @YouTube experienced a revenue decline for the first time?

https://www.cnbc.com/2022/10/25/youtube-shrinking-ad-business-ominous-sign-for-online-ad-market.html

In the Q3 2022 Earnings Call, Google CEO Sundar Pichai stated, "The growth in our #advertising revenues was also impacted by lapping last year's elevated growth levels and the challenging macroclimate," as did @Meta and @Snap. But are there other reasons?

@Apple did not slow down "because of the macro." In fact, I initially thought the tweet below was a joke, but the math is correct. Apple tracking prevention (#iOS14) appears to have hit ad giants harder than most expected.

https://twitter.com/EconomyApp/status/1588220794324209664

According to the @WSJ, only 16% of iOS users consent to being tracked, resulting in a massive increase in CPA for advertisers everywhere: If you don't have reliable user data to target the right audience, you have to rely on broader, less precise campaigns.

@Apple isn't the only winner: Bytedance @tiktok_us is the most downloaded social app & it's not only dancing teens! The attention of different age groups moved there, while the overall "advertising pie" stayed roughly the same. TikTok is expected to grow even more aggressive

I've been a digital marketer for over a decade, but I'm aware that my world is slowing. A shift from Mad Man to Programmatic #Ads on Google/Meta, was what I grew up with. Now we will move more towards interest graphs, community marketing & content marketing aka. storytelling

What does this paradigm shift mean for marketers?

1. We continue to play the game of capturing user attention wherever it may be found.

2. We should not assume that our battle-proven tactics work simply because they have in the past.

3. Focus on organic user engagement

Source of inspiration for this Twitter Thread:

https://www.profgalloway.com/elephants-in-the-room/

Advertising behemoths like @Google and @Meta rule our digital world, yet it appears that their formerly unstoppable growth has stalled. Is this a result of the macro or a shift of attention to other platforms?

🧵 Let's dive into what changed in the last 24 months

It's not just the stock performance; it's also the lack of #advertising growth. We've all heard about Facebook's decline and its shift toward the #Metaverse, but did you know that @YouTube experienced a revenue decline for the first time?

https://www.cnbc.com/2022/10/25/youtube-shrinking-ad-business-ominous-sign-for-online-ad-market.html

In the Q3 2022 Earnings Call, Google CEO Sundar Pichai stated, "The growth in our #advertising revenues was also impacted by lapping last year's elevated growth levels and the challenging macroclimate," as did @Meta and @Snap. But are there other reasons?

@Apple did not slow down "because of the macro." In fact, I initially thought the tweet below was a joke, but the math is correct. Apple tracking prevention (#iOS14) appears to have hit ad giants harder than most expected.

https://twitter.com/EconomyApp/status/1588220794324209664

According to the @WSJ, only 16% of iOS users consent to being tracked, resulting in a massive increase in CPA for advertisers everywhere: If you don't have reliable user data to target the right audience, you have to rely on broader, less precise campaigns.

@Apple isn't the only winner: Bytedance @tiktok_us is the most downloaded social app & it's not only dancing teens! The attention of different age groups moved there, while the overall "advertising pie" stayed roughly the same. TikTok is expected to grow even more aggressive

I've been a digital marketer for over a decade, but I'm aware that my world is slowing. A shift from Mad Man to Programmatic #Ads on Google/Meta, was what I grew up with. Now we will move more towards interest graphs, community marketing & content marketing aka. storytelling

What does this paradigm shift mean for marketers?

1. We continue to play the game of capturing user attention wherever it may be found.

2. We should not assume that our battle-proven tactics work simply because they have in the past.

3. Focus on organic user engagement

Source of inspiration for this Twitter Thread:

https://www.profgalloway.com/elephants-in-the-room/