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The State of Digital Advertising in 2018 – Adobe Report

Last month Adobe released one of the most comprehensive and accurate reports in the advertising industry. The statistics are sourced from a staggering number of sources and highlight some very interesting statistics. Overall, it’s no surprise that mobile is still on the rise.

As handheld devices continue to dominate how people consume information, share stories and entertain themselves, it’s becoming even more important for advertisers to double down on a mobile-first approach. Here are some key takeaways from the report.

Keep it relevant

Technical advances in advertising platforms are allowing advertisers more flexibility in how and when they share a message with their audiences. Even the message itself can be tailored to a potential customer making offers more irresistible than ever.

Social media is the most relevant channel for Millennials and Gen Z. Half of Generation Z (50%) and 42% of Millenials identify social media as the most relevant channel, while Baby Boomers and older prefer TV.

TV is becoming more connected

As TV emerges as a connected digital device, advertisers are preparing to leverage this new platform. The reports show more audiences are using their TV to browse the internet.

Nearly two-thirds (60%) of Gen Z consider “watching TV” as using a streaming service such as Netflix, Hulu or Amazon Prime. The line distinguishing the TV from a one-way to a two-way connected device is beginning to blur.

Social for new customer acquisition

We all know that social media is a great platform for connecting with existing customers and audiences who are familiar with your brand. According to this report, social media is also the preferred marketing channel for customer acquisition. The demographic data at our disposal (love it or hate it) allows advertisers to send relevant messages to new audiences.

Social media drives 3x more traffic for non-customers than customers. Non-customers are 3 times more likely to visit retailers from social media than existing customers. Considering younger audiences prefer to use social media as a relevant channel, this number is only going to increase.

Marketers think they know their audiences

Working with hundreds of small businesses, this one comes as no surprise. When faced with producing a call to action or message tailored to key audiences, marketers tend to think they know what customers want.

More than 70% of advertisers see their ads as relevant to the audience they are targeting. Yet, only 8% of people think the ads they see online are always relevant. Only 27% of people think the ads they see online are at least often relevant. It seems most marketers are less relevant than they think they are.

It’s important to point out that highly relevant ads often feel invasive. In light of recent data breaches where personal information was leaked, this needs to be addressed for relevance to be successful.

These are just a few of the highlights I found important enough to share. The report is packed with graphs, statistics and details information that support emerging trends in advertising. Click here to download the full report.

As always, thanks for reading!

Chris Kitzmiller

About Chris Kitzmiller

I help businesses become more profitable by sharing their story on every device to the audiences that matter. Have we connected yet? LinkedIn | Twitter