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11 Digital Marketing Statistics for 2022

digital marketers looking at campaign data and growth

We’d seen a lot of traction with our 11 Social Media Stats in 2021 blog and decided we’d do an updated version for 2022. We’ve compiled a list of digital marketing statistics on a variety of different channels that may provide insights for your ad strategy! Social media makes up ⅓ of all digital ad spend in 2022 So far in 2022, social media has made up 33% of global digital ad spending. According to Smartly.io’s 2022 Social Media Advertising Report, half of the B2C marketers surveyed said they plan to spend 50 – 75% of their marketing budget on social media advertising. When asked what channels, these were the top results: Youtube is (still) the world’s 2nd most popular search engine & website In the United States, 62% of Youtube users visit the site daily.Youtube has 2 billion logged-in users each month that consume 1 billion hours of video content daily! It’s an essential channel to target if you want to increase brand awareness. You can consider running programmatic video ads, Performance Max and Discovery Ads, which deliver ads through Youtube. Approximately 8 out of 10 Internet users are active on at least one Meta platform every month. Meta owns some of the most popular apps, including Facebook, Instagram, WhatsApp, and Messenger. According to Statista, 3.59 billion people use one or more Meta apps every month. That’s a pretty significant proportion, as there are 4.6 billion global internet users, which makes out to be around 77% of people! Zuckerberg’s got a substantial reach and hold on us, and there’s no doubt they’ll be shifting the internet landscape towards Web 3.0 through the metaverse. Searches for “Promo Code for existing user” increased 100% Year-Over-Year. Google conducts keyword query analysis on a routine basis to better understand global trends. In June 2022, they found that people were preparing for “financial uncertainty.” Google cites inflation and a potential recession as the reasons consumers look at ways to cut costs. Out of the queries Google highlighted, one that jumped out to us the most was “promo code for existing users.” The global search volume increased 100%! People were looking for discounts on services they already use, like DoorDash and other food delivery services. There is an opportunity to nurture your existing customer base into repeat customers by occasionally offering discounts to them instead of just first-time offers for acquiring new customers. Other keyword searches include: “Buy 1 get 1” (increased globally 60% YOY) “Dupe” (increased globally 40% YOY) “How to get a mortgage” (increased globally 100% YOY) “Credit card benefits” “Best shares to buy today” “Best gas mileage” “Prices go down” “Good time to buy” Experts predict B2B traditional & digital ad spend in the United States will be even by 2023. LinkedIn is the go-to social media platform for working professionals and boasts 830+ million members worldwide. In fact, 40% of them access it daily! B2B businesses typically advertise through traditional media, like magazines, TV, newspapers, and directories. In 2018, traditional media took up 74.5% of the B2B ad spend in the United States. However, with the COVID-19 pandemic causing a shift to remote, aka online, digital advertising has become crucial in B2B brands’ marketing strategies in the past few years. B2B advertisers turned to LinkedIn Ads to drive traffic, build awareness and generate high-quality leads. Now, the social platform has the largest share of B2B display ad spend in the United States, at 32.2% (or $5.09 billion). LinkedIn ad types include: LinkedIn InMail Sponsored Content Lead Generation and more In 2021, B2B traditional ad spend had dropped from 74.5% to 58%, and eMarketer predicts that by 2023, the two will be even. If you’re a B2B advertiser, it’s time to shape your digital strategy to stay competitive! Global Digital Audio Advertising Spend Grew by 58% Digital audio, which includes music & podcast streaming, has become very popular. Digital audio (ads) was the fastest-growing segment in digital ad spend in 2021 (grew by 58%), totaling $4.9 billion. Spotify teamed up with Neuro-Insight to conduct a study. After comparing different forms of media (TV, social media, video, radio, etc.), they discovered that audio ads seem to activate more emotion and generate more engagement. It triggered people’s long-term memory for both details and past memories. Research showed that “93% of the brain’s engagement with the content transferred directly into ad engagement as the listener moved from their music and podcasts to the ad”. This led to the result of Spotify having a 19% higher brand impact than other forms of media. Digital audio ads had higher engagement because audio streaming platforms like Spotify allows people to customize what they listen to and serve ads specifically relevant to that moment. Audio ads can be highly-personalized and interactive, and they stick with the consumers longer–what’s not to love? Men want to spend more this year by getting inspiration from Pinterest. Our Guide to Pinterest Advertising reported that the social platform had seen unprecedented growth during the pandemic (especially in 2020). That’s due to people being home, looking for baking, crafting, and more DIY projects. But in 2021, their annual user base growth had slowed to 3.1%, which means they lost about 10 million active users as pandemic lockdowns eased. However, Pinterest is still a powerful social tool. A recent report unveiled data showing that 75% of men plan to spend more this year to “bring their goals to fruition.” Compared to 2021, men are excited for 2022: they want to make (and achieve) bigger plans, which means spending more money. In Pinterest’s study, the top interest topics were: Eating better (eating out more often) Finding work-life balance Socialize more (seeing more movies, hosting parties at home) Spend more time with friends Making big purchases (buying a new car) The common thread is spending quality time with those they care about and making 2022 a “comeback” from the pandemic. Pinterest is a social channel that’s highly visual. Brands can actively share organic posts and run Pinterest ads to reach men at the planning stage. Brands who show up in their feed as they’re planning are

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Programmatic Digital Advertising: Frequently Asked Questions (FAQS)

woman researching the pros and cons of programmatic advertising

There are myths that pervade the programmatic space. These myths are subtle and pervasive – and they secretly influence the decisions, campaign outcomes, and bottom lines of your ad campaigns. Today, we are here to clear the air by addressing some Frequently Asked Questions when it comes to programmatic digital advertising. #1: Is Programmatic Advertising Replacing People’s Jobs? No. Everyone loves a good apocalypse story, and programmatic technology is replacing people – just not in the ‘everyone panic, there won’t be any jobs’ kind of way. The industry is changing. Online technology is constantly shifting and job roles along with it. Instead of joining an advertising firm, people are joining in-house brand and marketing teams. There has been a shift in focus, from the laborious finding and placing of ads to the strategic creation and smart rollout of ad campaigns. Machines are smarter, and so are people. So there are fewer traditional advertising positions and more technical ones! Algorithms can’t think creatively, which is where human intelligence comes in. Check out our blog to learn how programmatic advertising works. #2: Will Programmatic Expose Me To Bad Practices Online? No. Programmatic digital advertising does not make you vulnerable to ad fraud online. Fraudsters have always been around to prey on the ignorant. When it comes to something as new as programmatic ads, there is a lot of room for fraud because no one really understands the technology. In 2023, the global loss from ad fraud was $84 billion. It’s predicted that by 2025, that number will be over $172 million. Still, this is a very firm case of buyer beware. Fraud happens. That’s why when working with a programmatic partner, it’s important to choose one that is transparent and ethical. Then, your brand safety will be protected at all times. #3: Will Programmatic Inventory Potentially Ruin My Brand Reputation? No. Quality Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs) do not use low-quality inventory in their client campaigns. It’s likely that you’ve read horror stories about brand ads appearing next to extremely dubious and unethical content, on suspect sites and in strange, unorthodox places online. Or sometimes poorly-timed and context-based placements like: A reliant programmatic ad team only partners with credible networks and actively excludes any sites that may harm the brand integrity of their clients. When a strong team is managing your programmatic ad campaigns effectively, these things won’t happen if they choose premium inventory placements. Ask them what they have in place to ensure your Brand Safety. #4: Is the Google Display Network a Programmatic Ad Platform? No. The Google Display Network is not a programmatic advertising platform. Many advertisers mistakenly believe that the Google Display Network is the same as any other, but it’s not. For one, Google’s display network is a closed channel. It is in fact just an ad network of suppliers and publishers linked to existing AdSense accounts. Sure, there’s targeting, real-time bidding, and machine learning for ad personalization – but true programmatic digital advertising Demand Side Platforms (DSPs) connect you with far more publishers and exchanges. #5: Why Shouldn’t I Just Run My Own Google Ads? Because it takes serious time, training, and expertise to use Google’s Ad offerings well. If you don’t have an in-house team dedicated to it, it can give you mediocre results or worse – waste your money and time. Self-service is useful if you have the time and employees required. Otherwise, you’ll find an agency that specializes in programmatic digital ads to be a much better choice. The technology does the heavy lifting, while the agency provides expert strategy and management. Your results will be better. Plus, it leaves you to run your business, and your team to do more important things. Marketing vs Advertising Agency: Which one do you need? #6: Are Real-Time Bidding and Programmatic Advertising the Same? No, these two concepts aren’t the same, no matter how often people use them interchangeably online. Programmatic advertising is the buying and selling of advertising space using Artificial Intelligence and machine learning, while Real-Time Bidding (RTB) is a form of programmatic media buying. So, you should use programmatic digital advertising as a broad term to describe the industry. Real-Time Bidding happens on ad exchanges when ad inventory is bid on using automated technologies. In real-time, many advertiser bids are placed and the ad space is sold by publishers using an auction model. The advertiser with the highest bid wins. Programmatic uses RTB but includes many other types of buying. Differences between programmatic direct & real time bidding #7: Does Programmatic Advertising Have Self-Service Options? Gone are the days of big programmatic digital advertising companies with inaccessible systems. The industry has been moving towards transparency for quite some time. Self-service models are now offered by some agencies and other Demand Side Platforms because demand is so high. Some agencies allow you to opt for half and half. The agency would train your in-house team to use their self-service platform, and they stay on as support in case you ever need it. #8: Am I Losing Out if I Don’t Use Programmatic Ads? If you’re a large brand with a large budget, you will lose out. Programmatic ad tech gives you a leg up when it comes to granular audience reach, premium ad inventory, etc. However, smaller brands with a smaller budget can still make good money by running their own ads on Google, social, and other digital channels. How to choose the right advertising channel When you scale up, things get fierce. Your direct competitors tap into networks all over the web and take your customers. Their teams get sharper and better at strategy and planning ahead, instead of plugging away at ad placement and fussy, lengthy deals for ad inventory. Take a look at your ad budget, your business goals, and how you want to scale.  When you feel the time is right, approach the right agency. If you notice many of your competitors are using programmatic, you should be too. We hope these FAQs helped you understand a bit more about programmatic

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