Lori Senecal Breaks Down the Evolving World of Advertising

According to Lori Senecal, the current Chief Executive Officer of Crispin Porter and Bogusky, LLC, the future of advertising remains with the online platform, and more specifically, with mobile advertising. In recent years, mobile advertising has begun to take off at a level never before seen, and as 2015 proved, where internet advertising reached an astounding, $60, mobile advertising controlled the majority of that growth. Based on the latest studies, most smartphone users spend as much as 25 percent of their time utilizing their device, often shopping, or visiting social media sites.

According to GC Report, today, Facebook has risen to become the most dominant social media platform in history, as stats show, its generated revenue increased nearly 60 percent, with most of this progress being a result of mobile advertising. Google, the world’s most popular search engine, also got in on the fold, seeing their revenue from online advertising jump nearly 20 percent. Together, Google and Facebook dominated the online advertising growth market, with a 76 percent share, meaning, the businesses that utilized these platforms, more often than not, saw the greatest financial increases to their companies.

While online advertising continues to take off, its number one enemy is ad blocking software. Ad blocking software is not going anywhere anytime soon, as it is estimated that 92 percent of online users utilize or would consider utilizing ad blocking software. Lori Senecal says, in order to combat this problem, many companies have begun implementing shorter ads, which allow them to keep the attention of the user with minimal interruption to their activity. Companies that would like to use social media for their ad campaigns should consider all ages, as the usage of Facebook amongst millennials has fallen some in recent years, while Instagram and Snapchat have taken the reins for this age group.

Lori has been the CEO of Crispin Porter and Bogusky since 2015, and over that time span, has helped to initiate new and innovative techniques concerning the field of marketing, that have not only helped to propel her company but that have also been adopted by a number of other reputable organizations.

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