6 Stats to Consider When Planning Your Next Advertising Campaign
Selecting platforms and placements for your advertising campaign is a fun, sometimes scary task. Platforms, ad units, and demographics are always changing and evolving. Especially for nonprofits, who don’t always have the largest media budgets and typically have a direct goal to achieve, selecting the right platforms is crucial for your campaign success.
Below are 6 stats to help you decide where and what to include in your next campaign.
1. Americans are exposed to as many as 10,000 ads in a day. (Forbes, 2017)
Based on this astounding number, it’s incredibly crucial that brands be strategic with their advertising efforts in order to cut through the clutter and eliminate wasted ad spend. You must first understand who your audience is and where they consume media in order to ensure that any ads you place successfully reach your desired target. In the digital space, the audience targeting tactics utilized are as important, if not even more so, than the ad placement itself.
2. As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
It is therefore crucial, based on the consumption habits of your target audience, to consider a cross-device media campaign ensuring your ads aren’t limited to serving desktop-only or mobile-only but are reaching your desired audience regardless of the screen where they are consuming media. Be sure to create ad units that are both desktop and mobile-friendly.
3. The average adult spends nearly 6 hours per day watching videos. (Nielsen, 2018)
While most advertisers don’t have budgets to support a traditional television buy, there are still a number of ways to efficiently run a video campaign, whether it be on connected TV devices, desktop computers, or smartphones. Video ads simply resonate better with users – they are remembered longer and shared more often. If creative assets are a barrier, many platforms, such as Facebook and YouTube, provide free-to-use creative tools so brands can turn the assets they have, into a video unit.
4. Podcasts now reach over 100 million Americans every month. (Edison Research, 2020)
Thanks to the flexibility offered (people being able to listen to what they want when they want) streaming audio consumption has been steadily increasing over the past five years. This highly captivating audio solution offers all the targeting and tracking of a digital buy – without requiring a user to even be looking at a screen. Through targeting tactics such as device, time of day, and content choice, there are a number of ways an advertiser can reach their audience beyond the standard demo targeting offered via traditional radio – and in a format that is more engaging than an online display banner.
5. Brands are set to spend up to $15 billion on influencer marketing by 2022 (Business Insider, 2020)
Like it or not, influencer marketing is here to stay. It’s an extremely effective marketing channel for helping brands connect with consumers on social media. While advertisers can be inclined to focus on the reach of an influencer, in many cases it’s much more important to consider their niche-ness in order to intentionally and specifically target a desired target audience. Additional benefits of a niche influencer are that they often have a more dedicated and engaged group of social media followers, and they will deliver highly resonate, authentic content on behalf of your brand. Overall, brands should consider longer-term partnerships with fewer, more authentic influencers.
6. In 2019, TikTok was the third most downloaded non-gaming app in the world with over 1.5 billion downloads. (Statista, 2020)
This is certainly a platform for brands to watch – and consider – moving forward. While Facebook and Instagram aren’t going away anytime soon, it’s important for brands to stay up to date on emerging media trends – especially if your target audience skews younger. While directly partnering with this social networking site comes with high spend requirements, a self-serve platform, where there is likely to be no investment minimum, is currently in beta. And in the meantime, working with influencers who have a strong presence on TikTok is a very effective alternative point of entry.