BY Rachel Cagle
Great news: Your client’s personalization efforts in their digital ads are paying off! According to digital marketing insights from Civic Science, there has been significant growth in how relevant consumers feel digital ads they have seen are to their interests. The more relevant ads are to the consumer viewing/hearing it, the more likely they are to take action afterward. Here’s what you need to know to keep up the good work for your client.
Digital Marketing Insights: Ad Relevancy = ROI
The Generational Gap
Overall, digital ads are doing very well in being relevant to viewers. According to Civic Science’s digital marketing insights, consumers on average say that the digital ads they see are:
- Very relevant to their interests: 6% of consumers agree
- Somewhat relevant: 35%
Now, these percentages may have been lower than you expected, but they’re still vast improvements over this time last year. In March 2021, 70% of consumers said that the majority of the digital ads they saw were not relevant to their interests at all. That percentage has dropped to 59% as of January 2023 (good job!). Very relevant ads have increased by 3% since last year. And somewhat relevant ads shot up by 8% year over year.
However, like most aspects of marketing, not all generations agree that digital ads have become more relevant to their interests. Consumers ages 35 and over are less likely to say that the majority of the digital ads they see are very relevant to their interests. Consumers under the age of 35, both millennials and members of Gen Z, are “more likely to say digital ads are ‘very’ and ‘somewhat’ relevant to them today,” says Civic Science’s digital marketing insights.
So, keep up the good work on your client’s ads that are directed toward millennials, Generation Z and those under the age of 35. But for consumers ages 35 and above, you and your client need to brainstorm ways to create digital ads that are more relevant to their interests.
Making Digital Ads More Relevant
But how can you know what will make ads more relevant to customers both above and under the ages of 35? Well, the first step is to rely on the customer data your client and you have collected. That data should indicate which of their products or solutions are the most popular among different age groups.
As for messaging and other product and service desires, you can look those up in your client’s target audience’s profile on AudienceSCAN on AdMall by SalesFuel. There, you can learn more about the demographics within their target audience, as well as:
- Which types of digital ads they respond to the most often
- Which types of products and services they intend to spend money on within the next year
- What they hope their purchases will help them feel (which can be reflected in your client’s digital ads), such as healthy, beautiful, etc.
Based on those digital marketing insights, you can help your client create digital ads that are bound to be more relevant to consumers, and therefore, more successful in driving sales.
Where to Place Your Client’s Digital Ads
Your client’s digital ads can’t be very relevant to consumers if they’re not placed where consumers consider relevant locations. Along with the digital ad types you’ll find on AudienceSCAN, your client should consider posting ads on social media.
According to Civic Science’s digital marketing insights, “Social media users are more than twice as likely as non-users to say the majority of digital ads they see are relevant to them.” Relevancy by social platform is as follows:
- TikTok: 57% of consumers say ads they see here are somewhat relevant to their interests. 16% say they’re very relevant
- Instagram: 51% say somewhat, 13% say very
- Twitter: 53% say somewhat, 12% say very
- Facebook: 44% say somewhat, 7% say very
- YouTube: 41% say somewhat, 7% say very
If you want to know which social media platforms your client’s target audience is most active on, you can also find that information on AudienceSCAN.
Photo by Aejaz Memon