Advertising effectiveness in the internet age – the advertising industry has been on quite a journey over the past two years, as brands have had to navigate between the COVID-19 pandemic and privacy-driven algorithm updates from the tech giants. This year, to keep thriving, there are several channels and trends in the digital advertising space worth paying attention to. In this article we’ll look at a few of them.
Channels that drive advertising effectiveness
When it comes to advertising effectiveness, it’s best not to spread a “thin” ad budget across too many channels.
What should you take into account?
- A holistic view of your target audiences’ customer journey, from brand awareness all the way through post-conversion.
- The channels your target audiences use most.
- How your target audiences’ choices may vary by age, interests, location and so on.
- You need to reach your target audiences in the right place, at the right time, with the right advertising messages for their needs.
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Popular advertising channels worth considering
TikTok – Did you know that in 2021 TikTok knocked Google off its spot as the world’s No. 1 domain? There’s no arguing with the explosive growth of TikTok, the social video app, since the start of the COVID-19 pandemic. In 2021 TikTok reached one billion users, and it is still growing. In terms of advertising effectiveness, TikTok carries enormous influence.
A US survey found that TikTok is the main source through which 39% of Gen Z women learn about new products. So if your target audience is Gen Z, you should seriously consider this app as an advertising channel – especially if you’ve already created great visuals for Instagram Stories and posts, or videos for Facebook. TikTok can be an excellent way for your brand to drive awareness and engagement!
Advertising effectiveness – voice search
Whether it’s Bing or Google, there’s no debate about the advertising effectiveness of paid search. It is highly effective at capturing people who are actively looking for a product or service, which is why it should be a core channel in your digital strategy.
As technology evolves, voice search keeps gaining popularity – whether on smartphones, tablets, smart home devices (such as Google Nest) or wearables (such as Apple Watch).
According to the data:
- 65% of 25–49-year-olds “talk” to their devices at least once a day.
- 18–24-year-olds are the second-largest age group using voice search, and they are often the reason many households adopt the technology in the first place.
- The third age group is people aged 50 and over, who enjoy the convenience of hands-free use.
So now is the time to get ahead of your competitors and achieve outstanding advertising effectiveness by making greater use of voice search.
Advertising effectiveness – video
Video is still the most popular format among users of digital platforms. When it comes to video advertising, the advertising effectiveness is enormous, reflected in conversions and in audience engagement across social media, including Instagram, YouTube, Facebook and, of course, TikTok. These four channels are also the most popular social platforms in the world.
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