The Evolution of Pay to Play
The concept of “pay to play” for digital advertising began in 2012 when Facebook went public; however, it is not a new idea. In traditional advertising, the more you spend on print ads or television commercials, the higher the quality of your content will be and the more you will benefit in revenue. The same thing happens with digital advertising. Generally, the more you spend on pay-per-click and sponsored posts, the more you will gain.
“Pay to play” is here to stay because it’s effective—that’s why brands keep paying. Search engines and social media platforms make most of their revenue through sponsored links and posts, respectively. By contributing more from your budget to this market, you make your marketing strategy more diverse. You have so many more ways to reach your customers, including through social media influencers or internet ads. If you are willing and able to pay the costs, then you will likely reap even greater rewards.