Did you know that global spending on TV ads is projected to decline from 36% of total ad spend in 2019 to just 23% by 2025? The shift is undeniable. Traditional advertising just isn’t holding the same weight as it once did. Marketers who cling to these outdated methods risk losing their relevance (and their ROI).

I can see this playing out firsthand. A decade ago, working in marketing meant running print campaigns, buying television airtime, or booking a billboard. But today, the traditional platforms that once carried brand messages are losing their impact. For example, I’ve seen businesses spend tens of thousands on TV spots only to find their ideal audience isn’t watching cable anymore. These companies weren’t failing because the message was bad, but because the medium failed to meet their customers where they are now.

Where are they? On digital platforms. Social media ad spending alone surged by 14% year-over-year in 2023, with businesses leaning into channels like TikTok, Instagram, and even programmatic advertising. This isn’t just a minor adjustment; it’s a massive realignment of how and where customers interact with brands. Algorithms, AI tools, and real-time data have given marketers the ability to target their audiences with unparalleled precision. Why rely on an expensive 30-second TV spot when an Instagram Story ad could yield better engagement at a fraction of the cost?

Here’s my advice for digital marketers trying to keep up (or get ahead): stop treating digital as one more checkbox on your media plan. Instead, make it the centerpiece of your strategy. Invest in understanding audience behavior online. Harness tools like AI for personalized campaigns. And don’t forget the power of experimentation! Digital moves fast, and staying static is not an option.

Here’s the big question for you to think about as you plan your next marketing push: Is your brand truly adapting to the new advertising era, or are you just dabbling in digital without really committing? I’d love to hear how your team is navigating this shift—share your thoughts below!