Although not perfect evidence, this report on the growth of digital advertising reveals something very important.
Unless you are operating in a unique niche, then unless you are focused on Google (organic and paid search) and Facebook (social media) then you are wasting your time and money.
.@iab it does seem relevant to note when you back out Facebook and Google, the digital ad industry actually shrunk in 1st half. #unhealthy pic.twitter.com/x0gRXWz6XT
— Jason Kint (@jason_kint) November 1, 2016
As Nick Brisbourne correctly infers, ad based revenue models for start-ups are failing as google and facebook gain dominance at the expense of not just traditional media but all other forms of digital media too.
And, the experience of 6 to 8 search engines shrinking to one dominant model (google) is a great example of what we can expect in social media too.
It may not have happened yet, but expect Facebook to be the one and only social media channel – unless, of course, you are a highly specialist niche.
