The rise of digital media as a major advertising platform has been swift, and no one can argue with its effectiveness. More than ever before, people are consuming content online on a daily basis, and digital ads have become an important part of this ongoing trend. At the same time, however, there is a growing concern over the effectiveness of digital ads. The increasingly high stakes of the advertising game have prompted numerous studies into how effective digital ads really are at driving sales.
Live-Streaming is the Way Forward
In 2016, digital giants like Google and Facebook were increasingly focused on live streaming video. This is because it reaches a higher level of engagement than any other format. According to Business Insider, Facebook Live videos are viewed three times more than regular videos. In addition, Facebook Live videos get ten times more interactions than traditional video posts or live broadcasts. Businesses will do well to keep an eye on how successful brands use live streaming as a marketing tool and to build this into their digital strategies accordingly.
The Android Advantage
According to a recent study, digital ads on Google’s Android platform are more effective than ads on the iPhone. Android performed almost 50% better at driving direct sales than iPhone users. This is a significant advantage for businesses using Google AdWords that target mobile users.
Android’s higher ROI has been attributed to lower marketing costs and more advanced ad formats than its Apple counterpart. However, there is also the possibility that Android users are more receptive to marketing messages and better at converting these messages into purchases.
Context Matters
Consumers are beginning to recognize the importance of context when it comes to advertising messages. In many instances, ads that appear on pages relevant to their specific needs may be more effective than a generic ad. For example, a Facebook ad that’s tailored to users who have just purchased Harry Potter tickets is likely to perform better than an ad that targets anyone who has used Facebook recently. The results of this experiment would be based on more complex data sets, but it’s clear that context matters.
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