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Programmatic Advertising as the Digital Frontier (Part 1)

Updated: Jan 25

On the morning of October 7, 2023, hundreds of rockets were launched from the Gaza Strip towards Israel, setting off air defense alarms in various parts of Israel.


Seven days after the incident, Elon Musk commented on the economic repercussions on the X platform, highlighting a substantial dip in advertising revenue in the wake of the Israeli-Palestinian conflict. This statement was in response to Katherine Brodsky, an actress and producer, who tweeted, "My view of X keep going up but payouts keep going down. Very Interesting." Musk's acknowledgment adds a layer of complexity to the situation, indicating broader financial impacts of the conflict on digital platforms.


The shrinkage of ad revenue on social media platforms during the war is evident. The recent escalation of the Israel-Palestine conflict has drawn global attention to this situation. This conflict involves long-standing disputes over territory, politics, and religion between Israel and Palestine, bringing profound impacts to both countries and the entire international community. The escalation of the Israel-Palestine conflict has not only caused political turbulence but has also significantly affected the advertising market.


The Israel-Palestine Conflict and the Advertising Market


In the context of the Israel-Palestine conflict, the App market has undergone a series of transformations, with specific categories of applications experiencing more direct impacts. Taking the example of the App store, the most-downloaded app categories on Israel's local App Store differ from those in other regions, undergoing significant changes during the intensified conflict.


It can be observed that the popularity index of apps in categories such as news, social media, and books has shown a noticeable upward trend. Meanwhile, categories like shopping, food and beverage, travel, and health have displayed a significant decline. News apps have become one of the essential channels for people to obtain critical information during times of danger and conflict.


In addition to traditional news article posting functions, news apps in Israel have incorporated features such as maps, alerts, and social functionalities to address the prolonged conflict and dangerous situations locally. These added features serve to provide local residents with timely warnings and essential information when facing danger.



Under such circumstances, people market place a greater emphasis on apps that provides them with a sense of security and aligns with their beliefs. Apps related to shopping, travel, and similar categories are, in turn, often put on the back burner. Faced with market uncertainty, advertisers quickly perceive the pressure of an economic downturn, leading to a significant reduction in marketing expenses and, consequently, a decline in advertising spending.


Following the outbreak of the Israel-Hamas war, a considerable number of advertising clients suspended their expenditures. Snap stating that this suspension momentum may continue or intensify. Companies find themselves in a predicament, hesitating to allocate excessive advertising budgets in a turbulent environment.


Cutting advertise spending during a crisis appears to be a prudent strategic move. However, a study covering the period from the 1980s to the present suggests that maintaining stable advertising expenditures during economic downturns is beneficial in the long run. The wiser approach at this time is to make informed choices regarding the categories, channels, and platforms for advertising, adapting to the needs and emotions of consumers.


Follow us on LinkedIn @Azure Tech for more insights about programmatic ads.



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