January 05, 2015

Move Over, Television: Digital Advertising is On the Rise

Digital advertising continues to be one of the hottest marketing trends companies are embracing in 2015. In fact, total global marketing expenditures could soon total even that of television, which has been the most popular advertising platform for almost two decades running.

A new report shows that digital advertising will increase at a rate of 15 percent in 2015, amounting to $163 billion, or about 30 percent of total global advertising output. Spending on television advertising, by comparison, is slowing down as it’s only expected to increase by three percent in 2015 and by six percent in 2016.

At this pace, spending on global digital advertising is expected to equal global television spending by 2019, reaching about 38 percent of total global advertising output at that time.

What is causing this tremendous growth in digital advertising? The surging mobility movement has a lot to do with it. People are spending less time in front of traditional, stationary television screens and more time in front of personal devices like smartphones and tablets. Just consider the fact that by 2017, there will be about 5.3 billion mobile users spread across the globe.

This widespread mobile migration is forcing brands to follow customers as they move away from traditional paid-TV experiences to one that encompasses multiple platforms and distribution methods. It’s for this reason that last year, spending on global mobile advertising increased by 72 percent.

Recent advances in social media advertising have also made it easier for brands to connect with customers in exciting ways. Facebook, Twitter and LinkedIn are three platforms that are embracing digital advertising, making it possible to incorporate targeted advertisements that directly integrate into consumer news feeds in the form of relevant videos, articles and pictures.

In addition to social media, below is a breakdown of some additional digital marketing tactics that brands in the B2B sector are using to interact with customers online, according to the Content Marketing Institute:

  • eNewsletters (83 percent): Email marketing is one of the most popular ways of reaching potential buyers, due to the ability to track advanced metrics like open, forward and spam rates. These metrics help marketers gain advanced insight into their customers’ interest levels.
  • Website copy (81 percent): The best way to supplement products and services is to provide a steady stream of relevant and useful articles. 
  • Blogs (80 percent): A critical part of the buying cycle, a blog is essential for capturing a reader’s interest level in an informal yet informative way.

So, are you ready to embrace digital marketing in your enterprise? Click here to learn more about how Content Boost can help you establish a strong digital presence through expert guidance and custom  content production. 

Edited by Brooke Neuman

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