As big tech continues to make changes in their data privacy rules and regulations, streaming tv ads continue to grow in popularity. As Apple and Google push forward with data privacy initiatives, connected TV should get a boost, experts say. If you’re like me, and you’re working with a smaller marketing budget, you often need to choose one platform to invest the majority of your digital marketing. How do you decide? In my video above I break down some of the pros and cons of three digital platforms which will help you make the best decision for your business.
Streaming TV Ads
Why Use Streaming TV Ads?
In 2023, streaming TV is expected to surpass paid TV programming for the first time in its history.
According to EMarketer.com, “In 2021, US adults will watch an average of 140 minutes of digital video per day, up from 133 minutes in 2020. By the end of 2022, adults will watch digital video for an average of 145 minutes per day.”
Streaming ads can be affordable and more and more small businesses are turning to streaming tv advertising.
Ad spending through stealing tv has boomed since the COIVD-19 pandemic.
Streaming Ad Pros:
Streaming TV ads are not impacted as strongly by new data privacy initiatives.
You can reach your key target audiences where they spend the most time.
Connected TV features a higher level of content.
In some markets there is less competition than Google or Meta ads.
Streaming ads allow for advanced levels of audience targeting.
Streaming Ad Cons:
You aren’t reaching the customer at the exact point of interest, or where they are looking to make a purchase decision.
Streaming ads are typically more expensive.
Also, streaming tv ads have a slightly more complicated way of capturing leads.
Why Use Google Ads?
According to a 2022 article by Inter-growth on SEO stats, 66% of online experiences begin with a search engine.
Google (+ Google Images) currently holds 91.94% of the total search engine market share.
61% of B2B marketers stated that SEO and organic traffic generate more leads than any other marketing initiative.
Google Ads Pros:
Google ads allow for high levels of audience targeting.
Google allows you to set your own budget and you pay per click so they are more cost effective.
You reach your audience when they are more likely to be making a purchase decision, searching for your product or service when you use Google ads.
Google Ad Cons:
Google search ads are more competitive.
Due to the nature of Google ads, when your budget runs out so does your website traffic.
Google ads campaigns which are not properly optimized won’t do well.
Why Use Meta Ads?
Meta ad platforms Facebook, Instagram and WhatsApp still rank on the top 5 social media platforms in the US in 2022.
New changes by the company are making their ads more effective.
Meta ads are better for a small budget.
Meta ads are user friendly and allow for easy account set up and management.
RecMeta Ad Pros:
Meta ads have a wide customer reach across many platforms.
The Facebook pixel allows for more effetice audience building.
They allow for enhanced control and creativity of ad campaigns.
Meta ads allow many levels of audience targeting.
You can set your own budget with Meta ads.
Meta Ad Cons:
Recently iPhone’s new opt-out feature has had a negative impact on Meta Ads effectiveness.
Meta has a strict ad review process.
Meta has a strict ad review process.
It is harder to gain audience attention on social media.
According to a recent survey 62 percent of small businesses owners reported being dissatisfied with their Facebook advertising.
Data privacy and tech trends continue to change and those changes impact digital marketing platforms. Therefore marketers always need to analyze the pros and cons of digital platforms before making strategic decisions. There are always ways to strategically utilize a smaller marketing budget, and I hope the insights I have provided above will help you decide which digital platforms work best for your marketing campaign.