Digiday Research: Marketers say Instagram is the best way to reach teens
Marketers targeting younger audiences on social platforms have an abundance of places to spend their ad dollars. But according to the latest Digiday survey, they have a preference on which platform should get it first.
In a survey of 189 media buyers by Digiday this March, 37% said Instagram was the ideal platform to reach audiences aged 20 and below. After Instagram, 30% of respondents selected Snapchat while 17% would start their campaigns with YouTube. Emerging platforms such as TikTok and Twitch nabbed smaller shares of marketers responses with 6% and 5% respectively. Facebook is clearly not the place for teens, with just 1% naming it the best platform.
Buyers searching for easy ways to reach younger audiences have good reason to start with Instagram ahead of Snapchat. They pointed to the fact that Instagram ads targeting younger audiences can be effortlessly added to larger campaigns when buying across Facebook properties.
Also, compared to the heightened brand-safety worries marketers have on other platforms like YouTube or Reddit, “advertisers’ concerns about brand safety is really low on Instagram,” said Charlotte Kleiman, performance lead at Social Code.
But Snapchat does have its loyal adherents.
“Snapchat is definitely my No. 1 platform when it comes to reaching younger audiences,” said James Douglas, svp of media at Reprise Digital. “You need to start where your audiences are.”
Additionally, some buyers have found specific verticals such as entertainment, particularly movie trailers, and beauty resonate particularly well on Snapchat.
“Advertisers don’t want to leave YouTube,” said Kleiman. Repeated brand safety scandal might worry marketers, but an earlier Digiday survey of media buyers found that few will stop advertising on the platform
Ultimately view rates on YouTube ads are too good for marketers to pass up.
“A good view-through-rate on YouTube is 20% to 30%,” said one media buyer. “On Snapchat or Instagram, no one is finishing is those ads unless they’re non-skippable.”
‘Weak Sauce’: New industry tool for opt-out from email-based tracking misses ID tech and key players like Facebook and Liveramp
The Network Advertising Initiative's new privacy control is intended to stop email-based audience matching — often referred to as onboarding.
How news publishers are using the Olympics and AR to flex their emerging tech storytelling
Big publishers like The Washington Post and USA Today are developing and expanding AR storytelling around the Olympic Games.
Member ExclusiveMedia Briefing: Publishers’ programmatic ad businesses have rebounded to pre-pandemic levels
This week's Media Briefing looks at how the pandemic and the cookie's eventual demise have created the conditions for the programmatic ad market that publishers have been pushing for, with a shift to private buying coinciding with prices pushing past pre-pandemic levels.
SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
‘They will need to use multiple routes’: Shifts appear in the publisher-SSP union, as alternative identifiers proliferate
As the ad tech industry rewires itself around the contours of privacy, supply-side platforms are reinventing themselves (again).
Future PLC drove nearly $1 billion in e-commerce sales in 2020
The U.K. media company has seen its e-commerce affiliate revenue increase by 56% in the first half of 2021 to represent more than 30% of its total revenue.