US digital advertising at $130 billion
– outpaces traditional ads spending
The threshold has been crossed, and digital advertising now surpasses all traditional forms of media spending in 2023. The US market reportedly accounts for $129.3 billion in digital ad spend. This represents an increase of nearly 20 percent from the prior year. Not surprisingly, print ad products (yellow pages, magazines, other print) will see a decrease in spending by 19 percent.
Google, Facebook to
see more competition
According to eMarketer, Google and Facebook will continue to see strong revenue growth, yet their share of digital advertising will decline. In 2018, Facebook changed their algorithm to reduce posts placed in new feeds by businesses and brands. While these platforms are still strong, they have caused marketers to consider other solutions.
Digital display, geographic
targeting, audience targeting
For decades businesses have fought for visibility within their media buys to generate leads and product service interest. Digital advertising now offers turnkey yet customized methods for reaching precise target audiences. Common solutions most often sought by digital marketers include:
- Geographic Digital Display
- Audience Targeted Display
- Content-Based Digital Display
- Mobile Formatted Campaigns
- Search Engine Marketing
Native Display – a “news” look
to digital advertising
A bit of a crossover product with content marketing, Native display ads offer an in-column or story-like appearance within the news section of a publisher’s website. This digital advertising offers many of the core targeting options, yet often provides better positioning or placement rank. This format also works nicely in conjunction with new website development, blogs, or press releases.
Remessaging, Retargeting,
ReMarketing Advertising
While many have looked to social media to extend their brand, sometimes overlooked is the need to better engage audiences once they have made a connection. Remessaging allows marketers to tag your website, then launch a digital advertising program across various networks. These messages can and should promote brand, specific products, timed events, newsletter sign-ups (email marketing), and other custom lead generation programs.
The team at Medical Media Direct can offer customized and integrated methods for optimizing digital display advertising. Contact us to learn how we can create a program to drive consumer engagement and lead traffic.