This Week In Digital Advertising Data (November 25th, 2022)

Let’s see what this week’s numbers say about online advertising, shall we?

  • According to this article, marketing leaders are optimistic about their wealth in 2023, but some changes need to be made. The most oft-cited priority functional areas for the leaders’ marketing departments next year are marketing systems/technology (38.4%), digital transformation (36.2%), advertising and customer insights/data (33.9% apiece), and customer loyalty (33.3%).
  • This very interesting report by Insider Intelligence on purchases via social media shows that only 38% of US social users had made a purchase on social media in the 12 months preceding our June 2022 survey. Even among Gen Z and millennials, there was a roughly 50-50 split between buyers and nonbuyers.
  • TikTok has become the world’s most downloaded app in 2021 and added an additional 100 million users this year. According to a study by Dash Hudson, were tens of thousands of TikToks shared by top brands were analyzed, it was found that true engagement is strongest in the first 250,000 views of a TikTok. While smaller accounts with around 10,000-100,000 followers on Instagram boast an engagement rate nearly 50% higher than larger brands (500K+), TikTok sees larger brands generate an engagement rate that is 20% higher. This trend can be attributed to both the quality of content being produced by larger brands, and to the sophistication of TikTok’s algorithm. red more in this article by Adweek.
Related Posts