Advertising isn’t what it used to be as spending is continuing to plunge. Earnings of large digital advertising companies, such as Google, Facebook, Microsoft and Verizon are under threat (with the former two being the most concentrated risks due to their large exposure).
When major consumer staples pull back on hundreds of millions of dollars in ad spending I think it’s take to take notice. These trend setting marketing departments may just be the first dominoes to fall in the realization that advertising spending for well known brands may not actually lead to increased sales.
Further, there remains the question as to whether digital marketing is producing value for money spent. Personally I feel that in the last few years we’ve entered a period of hyperoptimism about the future of digital advertising. There are enormous problems that break the existing revenue model if they are to be realized by customers. Yet there is very little effort by large digital advertising companies to curb them because doing so would significantly impact earnings and growth. So it appears as though customers are departing en masse instead.
Full disclosure: Short NASDAQ 100.