Evaluation of The Connection Between Digital Media and Advertising

Digital media and advertising have for a long time being entangled in a love-hate relationship. The reason for this kind of relationship is because that they must depend on each other intimately. Apparently, advertising relies on digital media to ensure that their products can be seen by potential buyers and users whereas digital media relies on the revenue from advertisement to pay up their bills. The problem sets in as most customers, i.e., viewers tend to concentrate on the advertisement where the products been advertised are only relevant to them. In the case where the advertisement is not related to them, they are forced to switch to other channels. It is through this that digital media sites may lose many customers where they entertain a string of advertisements on their sites. For this reason, advertisements are forced to make their adverts creative and hence more appealing to the public eye.

Consequently, the many advertisements a digital site can lead to more revenue for the company. It is the goal of every firm to ensure that expenses are minimal and profits are maximized. However, there is a conflict of interest as the company also needs to ensure that the needs of the consumers are taken care of as they are the ones that maintain the sites regarding traffic. The digital sites have to, therefore, find a balance between the amounts of content they give out versus the advertisements made to avoid losing customers due to the many distractions on their sites.

Consumers have come up with ways to avoid excessive advertisements on the digital media. The use of ad blockers is proving to be a significant setback to both the digital media and advertisements due to their mutual benefactors. Consumers have started the use of platforms that enable them to skip TV ads and others that block digital ads. However, sites such as Yahoo have retaliated by holding onto customers’ content and not releasing it until they turn off ad blockers on their sites. Holding onto customers’ content is a wrong move as customers have many options such as Gmail that they can always turn to use.

Time has come for both the digital media and advertisements to put their pride behind and stop focusing on the question which needs the other more but focus on growing each other. They should come together and come up with ways to help evolve the industry to avoid backlashes from the customers that they both need. Nonetheless, if nothing is done the industry is set to be crumbling in a short time when the ad blockers and platforms to skip TV ads may become a norm, and customers use them more. This would mean that the advertisement would not be reaching the potential buyers and therefore the sales of the companies would go down. The result of this is the companies pulling down their advertisements from the digital media and hence no revenue for the digital media. Lack of advertisement would be catastrophic to many digital media as they would go down.