Digital Advertising Eclipses TV Ad Spend

We told you it was coming; it was only a matter of time. Digital advertising has surpassed TV aka “traditional” ad spending.

According to AdAge U.S. digital ad sales hit $70 billion in 2016, compared to $67 billion for national and local TV.  Search made up almost $34 billion.

Video and social media are fueling digital ad growth. For 2017, digital advertising could hit $80 billion – while offline media spending is expected to drop three percent.

A DIGITAL ADVERTISING WAKEUP CALL

If you’ve been evaluating your traditional advertising strategies, this news should come as a wake-up call. It’s time to tighten the reigns on those traditional media investments.

Digital Advertising Vs Traditional Advertising

WHY CHOOSE DIGITAL OVER TRADITIONAL ADVERTISING?

Think about it – the attribution model for traditional (TV and print) media is broken. There are no guarantees your target audience sees your ad,  turned on their TV, or walked by your billboard. If they did, there is a very good chance they had their head buried in their phone.

Good commercials or effective campaigns often garner more exposure on YouTube and Facebook anyway.

DIGITAL MARKETING VS. TRADITIONAL MARKETING

With TV ratings in a free-fall, it makes sense that digital is increasingly becoming the smartest investment choice for marketers.

Digital marketing and, particularly, search are critical tools for connecting your brand with prospective customers.

Search gives people the ability to find the product they’re looking for immediately. Search solves needs and delivers results.

Below is an illustration of what the ideal full funnel strategy should look like.

Digital Advertising Strategy Full Funnel Tactics

VIDEO, DISPLAY AND SOCIAL

You can craft finely-tuned customer segments across social networks and the Google Display Network.

Advertisers have the ability to connect with audiences, across devices and platforms. With a proper setup, they can track clicks, calls, form submissions, purchases and much more.

The attribution level from digital includes significant benefits for brands competing for eyes and attention.

Artificial intelligence and devices like Google Home and Amazon’s Echo Dot only further support the need to drop traditional for digital.

THE BENEFITS OF DIGITAL ADVERTISING

An Evolve Digital Labs client recently sent us this message about a targeted social media campaign we ran to generate leads.

‘Last night four out of five attendees that came to our event said they heard about us bc of the LinkedIn message.’

The client also indicated their traditional and more expensive ad buys had little impact on lead generation.

‘Have you seen us at the airport or train, or was this your first interaction with ‘our brand?’ and they all said “yes.”’  The digital advertising message on LinkedIn was their first interaction.

MEDIA BUYERS VS. DIGITAL MARKETING AGENCIES

While digital investments are critical to brand success, choosing to buy ads from a publication or “traditional” turned “digital” media buyer can be wasteful.

Using the Google AdWords platform with a smart managed placements strategy is a much more efficient investment.

That is because most digital agencies can get the same exact ad placement for pennies on the dollar compared to a media buyer or direct publication ad buy.

Have questions about revising your advertising strategy to focus on digital?

Contact us now. 1-844-Go-Evolve.

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