Page 67 - PR Communication Age January-June2020

your brand awareness no matter how
DIGITAL ADVERTISING: HOW big or small your brand is.

Digital Advertising Statis-
TO MAXIMIZE YOUR DIGITAL tics in 2020

Given the fact that the time people
spend online has significantly in-
ADS creased, it would be wise to focus on
improving your digital advertising
strategy. If you are still not convinced
of how relevant it is these days, have
a look at the statistics below!
What is Digital Advertis- Not to mention the fact that it is mea- Y Internet users spend around two
surable in real time and it gets quick
ing? results. hours on social media platforms
Digital advertising is a promotion strat- per day.
Y Businesses which include social
egy that aims at reaching consumers How digital advertising
online. It covers the whole process. media into their digital advertising
That's to say, from awareness to sale. works campaigns get 129% higher con-
More and more people search for prod- Digital advertising is used to advertise version rate.
ucts or services online. content, promotions, products, ser- Y 51% of mobile users have discov-
vices and more. Yet, what character- ered new brands/products while
Thus, if you want to catch their atten- izes this type of advertising is that browsing online.
tion, you will need to run advertising brands promote themselves on digital Y Native video advertising repre-
campaigns on the internet. Indeed, platforms instead of traditional chan- sents 56% of video spending.
not only do people search for informa- nels like billboards. Y Native ads get 53% more views
tion online and buy products, but they than traditional ads.
also use the internet to spend their free Why does this matter? Y Native advertising boosts buying
time. intent up to 18%.
It's crucial you advertise yourself on those
platforms your target audience spends Y 73% of consumers can't stand
In fact, many internet users do inter- most of their time in. Not any platform pop-up ads.
act with brands online. For example on will work for you, nor do they have the 46% of users take a desired action
Facebook, Twitter, YouTube and more. same formats and specifications. Y after watching video ads.
Consequently, failing to advertise your-
self online would be a mistake. The Thus, if you want to make the most out Y Mobile ad campaigns are highly
amount of time people spend online of your digital advertising, you need to efficient in comparison to online
increases every year. ads.
do some audience research first. Once
Y Facebook users tend to click
Anyway, digital advertising differs from you become aware of which platform around eight times on Facebook
organic traffic. The former includes a is best for you, you will need to decide ads each month.
certain cost such as CPC (cost per click) on the type of advert.
Y Location-based digital ad cam-
or CPM (cost per 1,000 impressions). paigns are 20 times more effective
Whereas the latter aims at gaining Not all advertisements work the same, than traditional ads..
better rankings on search engines due nor do they have the same effect on Y 35% of online searches are for
to high quality content and relevant people. Depending on your advertising products.
keywords. campaign, budget and aims, some ads
would be better than others. Y 34% of local searches result in us-
Moreover, digital advertising is on the ers visiting the shop.
rise nowadays. It's pretty cost-efficient But, the advantage of digital advertis- Y Retargeting increases user's pur-
and you can target specific audiences. ing is that it will allow you to increase chasing intent by 70%.

PR COMMUNICATION AGE January - June 2020 67