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When Big Brands Stopped Spending On Digital Ads, Nothing Happened. Why?



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When P&G turned off $200 million of their digital ad spending, they saw NO CHANGE in business outcomes [1]. When Chase reduced their programmatic reach from 400,000 sites showing its ads to 5,000 sites (a 99% decrease), they saw NO CHANGE in business outcomes [2]. When Uber turned off $120 million of their digital ad spending meant to drive more app installs, they saw NO CHANGE in the rate of app installs [3]. When big brands stopped spending on digital ads, nothing happened. Even further back, eBay turned off their paid search ad spending, and saw NO CHANGE in sales coming from those sources [4]. Why? Does that …

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