The modern-day, online consumer has built up quite the reputation. These shoppers are known to be needy, demanding, impatient and ... smart?
There are plenty of people out there who have essentially grow up with the internet, and as such, they have come to understand all of the marketers' tricks. That means simplistic digital advertising strategies, including those that have worked in the past, might not be as effective going forward.
When a shopper takes to the web, he or she typically has something of interest in mind. Think about it - if you're browsing the internet looking for new shoes, you probably don't care much for a video ad about sports memorabilia, especially one that takes over your screen. In fact, it might even annoy you a little bit.