Is content marketing better than advertising?
Brands are favoring content over ads, according to this piece by Broadcasting & Cable, which leads with one fairly recent study and references others:
“Click-through rates on banner ads have already hit rock bottom, 94% of online viewers skip pre-roll ads before five seconds have gone by, and an estimated 12% of display ads are never even seen by humans, translating into $18.5 billion in ad spend waste in 2015, according to a new report.”
The news article is based on data in a report by software company ScribbleLive titled, “The Eclipse of Online Ads.” The author, Rebecca Lieb, is a highly credible source with a long history in the industry…
