Affiliated: ClickBank‘s Official Affiliate Marketing Podcast
169: The State of Paid Media
Aug 12, 2024
Jake Newby and Knute Fosso, both seasoned paid media experts, dive into the whirlwind of the current advertising landscape. They discuss rising CPMs and the challenges posed by an election year, highlighting how competition affects ad prices. Innovative strategies, including AI in ad creative and platform diversification, are shared for optimizing campaigns. The duo emphasizes the importance of user engagement on platforms like Facebook and YouTube, while also offering insights into adapting to evolving ad policies and learning from successful marketing figures.
52:38
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Quick takeaways
- Rising CPMs and increased competition make effective media buying challenging, especially during politically charged election years with heightened ad demand.
- Shifts in consumer purchasing behavior underline the importance of diversifying product offerings to include more affordable items that resonate during economic constraints.
Deep dives
Challenges in Current Media Buying
Media buying is becoming increasingly difficult due to various market pressures, such as rising costs and competition. Political spending is anticipated to significantly impact advertising costs, particularly during election years when demand for ad placements surges. For instance, it was predicted that political spending on social media would reach approximately $14 billion, contributing to an overall increase in advertising rates. Additionally, promotional spending peaks during the fourth quarter as many businesses allocate more than half their budgets for Black Friday and holiday promotions, further complicating the media buying landscape.
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