CMOs relying solely on traditional search ads are about to see their budgets devoured by the rising wave of CTV and Apple Maps advertising.
When I saw Apple Maps rolling out ads, it immediately connected to the asymmetry in ad spend distribution. Traditional channels can't compete with precision-based platforms like CTV, which is now undercutting search ads by linking directly to immediate consumer actions.
I've seen CMOs cling to search ads, convinced by historical ROI figures. But a shift to CTV unlocked a previously untapped demographic, igniting revenue channels left untapped by search's limitations.
The assumption that traditional search ads are the most cost-effective option is crumbling as CTV and Apple Maps redefine ROI through targeted reach.
Betting on search alone is like fighting today's battles with yesterday's weapons.