A recent research study conducted by eMarketer has predicted that 2019 will be the year that digital ad spend (think mobile devices, laptops, social, etc.) will surpass traditional ad spend (print and traditional TV) for the first time ever in the U.S.
Some quick facts…
- U.S. digital ad spend is expected to reach $129B this year, compared to a traditional U.S. ad spend of $109B, which is an estimated dip of 5% compared to 2018
- Of that $129B to be spent on “digital ads”, Google and Facebook alone account for 60%, pointing to growing social/online appetite for consumers (keep an eye on Instagram!)
Paid social (boosted posts, ads, etc.) is becoming an increasing component to our content and audience engagement strategies, as is leveraging Google Analytics to gain insights into web traffic, Google AdWords, etc.
In 2019, it’s important to take integrated communications approach that leverages multiple channels (earned, owned, shared and paid) along with data in order to effectively reach your key audiences and drive them to action, whether for a public education campaign or trying to raise awareness around a key local issue such as transportation or the environment.
You can check out some of our integrated case studies below: