Adobe: Stagnation in Overall Traffic Growth and Success Via Personalized Ads

Adobe announced on September 26, 2016 that its Adobe Digital Insights has published its Inaugural Advertising Demand Report. It’s main findings were a slowdown on the average traffic growth and a generally more successful traffic generation resulting from personalized adverts. 

According to the report, "organic web traffic in North America is saturating with only 0.1 percent growth over the past 42 months. While six out of ten sites saw traffic grow on average by 1.1 percent each month, nearly four out of ten sites saw traffic decline at a higher rate by 1.3 percent. Between Q2 2013 and Q2 2016, growing websites drew 36 percent more traffic from personalized ads via email, paid search, social and other channels compared to shrinking sites."

In terms of methodology, web traffic and ad trends analysis were based on anonymous data aggregated from Adobe Marketing Cloud. The results were complemented by responses from over 1,000 US consumers on perceptions around digital advertising and ad blocking. On the later, further statistics were collected from PageFair.

Tamara Gaffney, Principal Analyst at Adobe Digital Insights, commented: "The days of organic website traffic growth are reaching an end. Marketers need to prioritize personalization of cross-channel ad content and truly focus on mobile advertising or face declining traffic to their branded properties."

Adobe published the report on SlideShare here.

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