26 Feb TOP 3 MUST KNOW DIGITAL ADVERTISING STATISTICS
Digital advertising is about numbers. Revenue numbers. Viewership numbers. Perception numbers. To understand how to develop an online presence, it is important to look towards statistics to help break down the available information.
Here are the top three must know digital advertising statistics to help with your online strategy to generate revenue.
1. Customer Perception of Digital Advertising
It feels like whenever you click on a webpage the first thing you see is not the content, but rather an ad. And finding that X button to close the ad is becoming harder and harder. Add in video ads that automatically play and the online experience can become quite annoying.
Consumers are taking note of the increase in digital advertising and it is trying their patience. Overall, those aged 18 to 34 are more annoyed with digital advertising than those aged 35 to 54. Perhaps this is because younger people are more impatient, or maybe just too busy to be inundated with advertising.
Customer perception around the amount of digital advertising varies greatly depending on the device. For desktops, both age categories are similarly annoyed, with 33% of 18 to 34 years olds and 32% of 35 to 54 year olds finding that there are too many ads.
However, when it comes to smart phones, 18 to 34 years olds are considerable more annoyed with digital advertising, as 48% believe there are too many ads, compared to 43% of 35 to 54 year olds. The reason behind this may just be because so many more younger people use smartphones.
The largest difference in perception is in regards to tablet use. With this device, 36% of 18 to 34 year olds found there to be too much digital advertising, while only 25% of 35 to 54 year olds found this to be the case. The reason behind this could be the use of tablets. Older people are more likely to use tablets for e-books or simple tasks while younger people use tablets for work and daily activities.
The biggest thing to take away from these statistics is that digital advertising needs to be smart in its approach. Simply spamming a consumer with advertising won’t work. In fact, it can have the opposite affect in annoying consumers. Instead, be selective and calculative to match the best advertisement with a target demographic.
2. Social Media Ad Revenue
Facebook took a while to use digital advertising to create revenue. It wanted to show the world that it was possible to make money by being associated with money. However, once Facebook became a public company, digital advertising quickly made its mark.
During the first quarter of 2012, when advertising began to take off, the digital advertising revenue through Facebook ads was a modest 872 million dollars. Fast forward to the third quarter of 2017 and it’s an unfathomable 10.1 billion dollars.
Facebook has weathered many storms in its history. From its rocky conception, to legal issues, to a waning of online social interactions, Facebook has continued to alter itself just enough to retain its current users and add more. Facebook has proven itself to be able to balance the social needs of its users with the revenue needs of its shareholders.
As for the other social media behemoth, Twitter has consistently been able to use digital advertising to its advantage. 2011 was a turning point for the company. Previously, data licensing accounted for the majority of its revenue, at 74% while digital advertising services only accounted for 26%. However, from 2011 onwards, that split has wavered around 10% for data licensing and 90% for digital advertising. Twitter has found a way to make money and has stuck with its winning formula.
3. Google is Supreme
This is not a new fact, but Google is the king of the internet. Google is the most used search engine, and has even joined the lexicon as a synonym to looking something up. And when it comes to digital advertising, Google continues to reign supreme.
In the last four years, Google has almost doubled its digital advertising revenue. 2014 was 46.13 billion dollars. In 2018 it is projected to reach 82.58 billion dollars. To cash in on this revenue, Google has to be at the forefront of any digital advertising campaign. Websites need to reach the first page in a Google search and Google AdWords needs to be a part of the strategy. Almost unimaginable, Google looks to become even bigger than it already is.