Digital Advertising
Social media use in the US
Social Media Platform Monthly Active Users
YouTube 240 million
Facebook 222 million
LinkedIn 185 million Instagram 138 million
Snapchat 106 million
Pinterest 89 million
Twitter 83 million
TikTok 80 million
NextDoor 69 million
Spotify 65 million
Pandora 55 million Reddit 26 million
Average Cost per click (CPC) Local Government
Social Media Platform CPC Facebook $3.47 Google Ads $.81 Instagram $1.00 TikTok NA LinkedIn $5.58
Traditional Digital Advertising Channels • Cable Television Providers • News Tribune (Website) • Facebook • Twitter • Peachjar (Schools) • County Website • Youtube + Google Ads • Instagram • TikTok • LinkedIn • NextDoor • Connected TV (CTV) • Over the top media (OTT) • Internet radio Other Digital Advertising Channels
Channel Overview Facebook + Instagram • Audience Targeting • Location (Zip, City) • Interests and minor demographics • Most ads are considered political and can only target locations • Cons • Approval Process • Designation of Political Ads • No control over the platform and decisions made, lack of communications on platform changes
Campaign Example Facebook +
Instagram Impressions: 192k Cost per click: $1.47
Channel Overview TikTok • Audience Targeting • Location only for DMA (Seattle-Tacoma) • Interests • Political Ads are not allowed • Cons • Most government ads are considered “political” • Vertical creative with special spacing • Limited demographic reach
Campaign Example
TikTok
vs Facebook Instagram Facebook + Instagram Impressions: 6.8k Cost per click: $.34 TikTok Impressions: 19k Cost per click: $.27
Channel Overview Google Ads + Youtube • Targeting Audience • County, City, Postal Code, Location and Radius • Geofencing • Interests and Professions • Search Topics • Demographics (Age, etc.) • Political Ads are allowed • Con • Requires multiple variations of ad content and copy • Billing
Channel Overview Google Ads + Youtube • Display Network (+2 million websites, videos and apps) • Youtube, Blogger, Google Finance, AdSense, Double Click • Google Sites • Google Search, Google Play, Google Shopping, Google Maps • Search Partners • YouTube, Amazon, New York Times, W3Schools, Custom search engine sites
Campaign Example
Google Ads + Youtube Youth Voter Campaign Impressions: 141k Cost per view: $.11 60% Male | 40% Female 46% 18 to 24 | 54 % 25 to 30
Campaign Example Google Ads + Youtube
Kite Festival Impressions: 77k Cost per click: $.03
Channel Overview Groundtruth • Targeting Audience • Location/Zip/Geofence/Visit • Interests and Professions • Device, App Publisher • Demographics (Age, etc.) • Political Ads are allowed • Con • Video format 30 second
Channel Overview VIBE (OTT + CTV) • Targeting Audience • Location/Zip Geofence/Visit • Publisher/Channel • Demographics (Age, etc.) • Political Ads are allowed • Con • Video format 30 second
Channel Overview SnapChat • Audience Targeting • Purchase Geofilters or Snaps • Precise location and geofencing • Interests • Political Ads are not allowed • Cons • Limited demographic reach
Channel Overview LinkedIn • Targeting Audience • Only Sponsored Job Postings • Area and Cities (Not specific targeting) • Interests • Industry and profession • Political Ads are not allowed • Cons • Limited demographic reach • Hard to be unique
Channel Overview Nextdoor • Targeting Audience • Zipcode specific • Demographics (Age, etc.) • Political Ads are allowed • Cons • Limited reach
Digital Advertising