[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Adobe: the irrelevance of online ads

Some 70% of advertisers are confident that their web ads are on point. Adobe reckons they’re wrong.

All of the ads, some of the time

You can’t please all the people all the time, but better market research, selective targeting and message tailoring should be getting us close, right?

Nope.

Adobe’s State of Digital Advertising 2018 reports that only 27% of people think online ads are ‘often’ relevant to them. Nearly three quarters of the population think online ads are usually off the mark.

Social less relevant than it thinks

All segments over 37 years say TV is still the ad channel with the most relevant ads. Social media is a close second for Gen X, but it drops off sharply for older demographics.

Gen Z (18-19) and millennials (20-36) think social media is the most relevant, with TV a close second.

Across all ages, women (35%) are significantly more inclined than men (22%) to see social media as the most relevant channel.

Some of the people, all of the time

Adobe found that 8% of people think the ads they see online are always relevant’.

It’d be good to know who those people were, so we could tick that box and move on.

Do you genuinely integrate content and media strategies to optimise relevance? Is there some other ingredient needed to spice up the recipe?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

Learn with SMK through Dec 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Dec SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEDT

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

2022 Social Media Advertising Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: Ad Landscape, Benchmarks & Strategy Planning
  • Module 2: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module 3: Advertising Strategy, Targeting & Campaign Planning
  • Module 4: Social Ad Creative, Copywriting & Campaign Testing

Unlocking TikTok & Snapchat Marketing Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: 2023 TikTok & Snapchat Marketing Opportunities & Challenges
  • Module 2: Strategic Thinking, Planning & Channel Set-up
  • Module 3: Engagement, Algorithms & Content Marketing
  • Module 4: TikTok & Snapchat Advertising Best Practices

 

Leave a Comment