How to Maximize the Value of Your Advertising Platforms

The current economic climate has created stressors across almost every industry in one way or another — a domino effect that ultimately leads to decreased budgets across all marketing efforts. A recent survey found that 7 in 10 advertisers are negatively impacted by inflation rates and supply chain disruptions, while 49% have reduced or completely paused their advertising budgets.


In 2023, it’s safe to say many advertisers will be tasked with doing more with fewer resources. As such, it’s more important than ever to:

  1. create strategies built on digital advertising ROI
  2. Evaluate and rethink the most effective advertising platforms for your brand.

Rethink and Reevaluate Your Strategy


The most important thing to avoid in an economic downturn is going dark. After all, every challenging time can lead to positive outcomes if you aim to be open-minded, agile, and consistent.


With this in mind, you should consider how resources might be changing — reduced channels for campaigns, decreased production for ad creativity and content produced, etc. Thinking of these hand in hand will help to resolve any lingering inefficiencies in processes and serve as the starting point to create a new strategy that will produce more impact with fewer resources.


The goal for 2023 is to continue to drive conversions, which means advertisers must be innovative and work to understand consumer behavior better, preserve brand recognition, lean into brand loyalty, prioritize consumer needs, maintain timely messaging (if possible), and remain visible during these economic times.


Lean into Data


As an advertiser, two of the most significant advantages you have today are access to data and access to consumers. There is an ample amount of data available to drive decisions no matter the economic climate, but in tough times, having reliable data is crucial for being able to make fast, strategic decisions.


Besides having access to data, the first step toward making strategic decisions is knowing how to leverage the data. Digital advertising ROI and customer acquisition costs (CAC) are overarching metrics to focus on that will highlight earned vs. spent dollars, as well as how much money has to be spent to obtain a customer. In general, you should look to these numbers as a guiding point. Decreases in these metrics are a result of smarter tactics and targeting within campaigns.


No matter the metric, you should also consider shifting away from quantity to cost efficiency. For example, rather than just noting the total number of unique visitors in web traffic, analyze where visitors are coming from (referral, social media, organic, paid search, email, etc.) and redirect efforts based on that knowledge. Similarly, if web analytics reflect a high bounce rate, that could indicate that your landing page needs to be optimized and/or the optimal target audience isn’t being reached.


Invest in the Right Platforms


As you consider what metrics your brand will focus on to ensure results, it will come time to decide which platforms you’ll invest advertising dollars in. Unfortunately, in a time when you want to be careful with your money and efforts, there is no “best” platform for advertising. Instead, the right platforms will be determined by your brand’s goals and your target audience. Wherever your audience spends time and interacts with your brand will help you make further informed decisions regarding advertising on the right platforms.


With this in mind, it is also important to note that the answer is probably not singular. You’ll need to invest across a few channels, as consumers don’t spend their day siloed within one device or platform. Connecting these platforms and initiatives is important for getting the most bang for your buck.


In today’s omnichannel environment, the most effective advertising strategies ensure all platforms work together. Having a strong, always-on, data-driven strategy can help you place efforts toward numerous channels that present valuable opportunities.


• CTV: Connected TV usage is at an all-time high as more consumers turn to streamimg platforms than cable.


• Social media: Consumers not only spend the most time on social media, but they also shop, research, and make buying decisions on social media channels — making social a preferred platform for advertising efforts.


• Digital audio: This has historically been one of the best platforms for higher ROI.


• Influencer marketing: Consumers are more hesitant to spend their money during economic uncertainty, but they trust word-of-mouth recommendations and suggestions from influencers.


• Performance marketing: It all comes back to data — the more first-party data you can build and amass during these times, the better your advertising campaigns will be in the future.


• Analytics: While not a platform, strong analytics programs are essential during this time to understand what is and is not working.


Boost Your Digital Advertising ROI With Digilant


During times of economic uncertainty, you must be innovative with the basics of advertising. Analyze where consumers are spending their time, determine how to meet them on those platforms efficiently, and, maybe most importantly, create a message that adds value to their buying journey during uncertain times.


Remember, data is more than numbers. Data maps out intention and purpose within consumer journeys, as well as inefficiencies and gaps in advertising tactics and strategy. If you can analyze beyond the numbers, you can implement the most efficient campaigns that reach your ideal audience.


Connect with our team at Digilant for more insight on building the best advertising strategy that meets your brand’s specific goals.

How to Get Started With Paid Social Media Advertising

U.S. adults spend an average of 13 hours and 11 minutes with some form of media daily. With numbers like these, it’s easy to see that consumers are constantly connected. Whether it holds their entire focus or is in the background while they multitask, in one way or another, people are constantly consuming content. And while consumers often engage with multiple devices throughout the day, smartphones continue to be the most popular way to stay connected.

What does all of this mean for advertisers? Over the next five years, the overall portion of social media in marketing budgets is estimated to increase to 24.5%.

Fortunately, this isn’t breaking news; data has been highlighting this consumer behavior for years, and many advertisers have already shifted their efforts to keep up with trends. However, as consumers become more and more connected, it is important that you not only allocate more of your advertising budget to paid social media, but also know how to run a paid social media campaign that will generate a positive impact for your brand.

Understanding Consumers’ Wants and Needs

The best chance of actually connecting with consumers is to understand their core motivations: They want authentic, personalized content that’s tailored to their interests, and they want it on their schedule.

Consumers are no longer willing to simply consume content that’s presented to them with no forethought. Instead, they choose what they want to consume. Rather than flipping through TV channels searching for something to watch, they log in and stream exactly what they want to see. Instead of listening to the radio, they search for and listen to their favorite artist or podcaster. Social media is no different — consumers will spend time browsing apps of their choice to curate the most personalized experience that fits their interests.

These facts can make the chances of reaching consumers — or, more specifically, your optimal target audience — seem hopeless. However, consumers knowing what they want and where to get it only serves as a benefit to brands because advertisers can now know exactly what consumers want. As such, advertisers can deliver on just that.

While you might now have abundant data to understand your audience, social media is an oversaturated environment riddled with competing brands. As such, it is crucial to understand social media campaign best practices to be both authentic and cost-effective.

Paid Social Strategy: The Basics

Your brand’s ability to be agile can help spur authenticity. Navigating how to be authentic on social media can be tricky, but it is helpful to have the ability to create content that resonates with consumers at any given moment.

Social media can no longer be a throw-away channel for leftover display and video ads just so your brand can have a presence. Instead, successful paid social media campaigns involve exploring unique strategies, creatives, and resources.

A paid social media strategy that works for your brand will have the ability to:

  • Switch out creatives often.
  • Make offers timely and relevant.
  • Target consumers with ads that fall into their position in the customer journey.
  • Keep consumers at the center of ads and tactics.
  • Be flexible and take risks.
  • Be consistent and authentic.
  • Meet consumers where they are by testing new channels.

What’s Next?

Social media offers a multitude of options, which can make it confusing when determining where to start. Fortunately, there are a few tips to help you simplify the process:

1. Budget accordingly.

The cost of implementing a social media campaign will vary based on your goal, industry, overall budget, and other factors. However, “The CMO Survey” from February 2021 provides some insight into the percentage of marketing budgets that businesses will spend on social media over the next 12 months:

  • B2B product: 14.7%.
  • B2B services: 18.3%.
  • B2C product: 21.8%.
  • B2C services: 18.7%.

With this in mind, it is important to note that budget is more than just the cost of ads. Content creation (including images, videos, voiceovers, talent, production costs, graphic design, copywriting, etc.), software tools (including editing, media management, project management customer service, etc.), and training are all costs that need to be factored in when deciding which platforms to spend money on.

2. Determine the right platform for your brand.

When first delving into paid social media, understand the potential reach of each platform. While it is important not to shy away from testing new platforms, when starting, it can be beneficial to focus on one platform where your targeted audience already is. This can help you make the best connections and get the most out of ad spend right out of the gate.

3. Set attainable goals.

Determining goals first will make drafting campaigns, producing creative, and tracking benchmarks easier when moving through a paid social media journey. Take time to consider what your brand hopes to achieve and how that fits into the overall paid social campaign strategy.

4. Research successful campaigns.

Look into what other brands are doing well, what consumers resonate with, and how those things could fit in future campaigns. Major retailers are always a good source of inspiration, but looking through local campaigns and smaller businesses can provide inspiration that suits a more specific audience.

Now Is the Time to Begin Your Paid Social Campaign Strategy

The most important thing to remember when creating a paid social campaign strategy is to keep it flexible. Creating a strategy that involves long processes and limited social channels will cause even the best creative to be overlooked or irrelevant by the time a campaign is launched.

You must be prepared to move as quickly as the world of social media does, including refreshing creative efforts often and pivoting channels when the opportunity presents itself. Doing so will set your advertising strategies up for success and ensure your brand remains relevant across various platforms.

Want more insight on breaking into the world of effective paid social media advertising campaigns? Connect with the Digilant team to learn how we can help meet your brand’s specific needs.

How to Retarget Your Audience the Right Way

When advertisers say, “Consumers are everywhere,” it’s for good reason. A study from Deloitte found that the average U.S. household uses 22 connected devices (TVs, smartphones, smart speakers, laptops, tablets, etc.). It’s clear that consumers are accessing content from a variety of platforms and devices as they move throughout their day.

However, today’s media consumption is also quite fragmented. Laptop and desktop usage has evolved into mobile and connected devices that span every aspect of life. In the oversaturated environment of fast-paced TikTok videos and Instagram Reels, consumers are getting pickier — and savvier — about where they spend their time. As users prioritize platforms and channels that fit their preferences and create seamless experiences, advertisers must be aware of these preferences and reach their target audiences in ways that resonate.

When comparing 2011 to 2021, overall media consumption is up 20%, time spent on mobile is up 460%, and time on desktop is up 25%. Cable TV and radio, on the other hand, have seen a 24% and 19% dip, respectively. The biggest lesson from these changes is that consumers will no longer consume content that is presented to them without context. Instead, they will proactively select the content they want to consume. Consumers want personalized experiences on their terms, unique content that mirrors their interests, and content that’s delivered in their preferred formats.

In Practice: Why Influencer Marketing Can Boost Your Advertising Efforts

When establishing a digital advertising campaigns, remember that today’s consumers know what they want from their media consumption experience, and they know where to get it. This mentality is a huge benefit for brands. If your ad hits the mark, it will most likely be viewed, interacted with, clicked on, or even shared. But on the flip side, if it isn’t what the consumer is interested in, it will be skipped over. Worse, it might not even be seen.

The growth of influencer marketers is a fantastic indication of how content consumption has transformed and how advertisers can adapt to the changing times. Consumers engage with and follow influencers because they are interested in their lifestyle or “brand.” These influencers can then partner with brands that match their lifestyle or image and consequently draw consumers to the branded products.

This is still a valuable marketing tactic that brands can use, as consumers — especially younger ones — often interact with promoted brands when influencers and celebrities post their ads on social media. Consumers are willing to buy these products and services because they feel authentic. But even influencer marketing isn’t foolproof. The minute the brand feels inauthentic or oversaturated, consumers are no longer interested.

How to Engage Your Audience with an Effective Retargeting Campaign

With all this in mind, it’s clear to see why retargeting your advertising campaigns can be beneficial for business. Retargeting is agreat way to keep your brand top of mind for your target audience while also creating customized experiences based on consumers’ past activities.

The following are four strategies to help you successfully retarget your advertising campaigns and get your brand back on track:

1.Realize that retargeting is not one-size-fits-all.

The key to an effective retargeting campaign is to be precise about who you are retargeting and what message you are sending them. A retargeting campaign is an excellent opportunity to create a touchpoint specifically built based on the customer’s previous behavior.

For the best results, consider the following:

  • What products did the consumer look at or interact with, and how can you showcase those again?
  • What stage of the buyer’s journey are they at, and how can your messaging move them further?
  • Which consumers are highly valued, and how can you prioritize specific touchpoints?
  • Which customers have recently made a purchase?
  • How can we continue to interact with consumers without being annoying?

While you cannot develop a unique retargeting campaign for each customer, you can start to think about segmenting your groups based on audience data, behaviors, and actions. This process will help create a more personalized experience in your subsequent social media advertising campaigns.

2. Consider the entire ad experience.

Evaluate the entire ad experience based on different categories, especially the landing page your ad has taken consumers to. If someone is still top-funnel, it might be too early to drive them to a specific product page.

Here is a simple chart to help you determine where each level of the advertising experience should correspond:

  • Upper funnel = Homepage
  • Midfunnel = Product category page
  • Low funnel = Specific product page

The closer the consumer is to making a purchase decision, the more detailed information you should be giving them. Don’t be afraid to test different messaging, calls to action, or channels to get their attention.

3. Be strategic with your budget.

From website engagement data, you can bid higher on ads targeted toward different audience segments, such as frequency of site visits, recency of site visits, stage in the buyer’s journey, people who viewed a specific product or page, and repeat customers.

Some consumers will provide your brand with more value than others. Think about this in terms of where you place your budget and who you prioritize. For example, you should focus on consumers most likely to convert first before moving to those in other parts of the advertising funnel.

4. Implement proper frequency caps.

Retargeting campaigns run a fine line between being strategic and timely vs. annoying and overbearing. To prevent the latter, you must implement frequency caps or burn pixels to stop targeting specific consumers once they have seen your ad for a certain amount of time or taken a specific action. This is especially important in today’s environment in which you’re running ads across different channels and platforms.

A connected omnichannel digital advertising partner will ensure your frequency caps are connected across all your channels. This small detail creates a better customer experience and helps you strategically allocate your advertising budget.

Ready to Reach Your Target Audience?

As consumers diversify their media habits, you must have a strong analytics-based omnichannel approach to avoid wasted media spending. Without a system tied back to a single source, you run into oversaturation, missed opportunities, and other issues that lead to a less-than-ideal customer experience.

In an environment where consumers have the power to be as picky with brands as they wish, make sure your advertising efforts are working smarter, not harder.

If you’re ready to create more effective retargeting ad campaigns and reach your target audience, Digilant is here to help. Contact our team today or download “The New Media Playbook for Advertisers.”

Move Over Google, There’s a New Search Engine in Town

Google has long reigned as the king of search engines. With more than 8.5 billion searches a day, it’s no surprise that when in need of information, the common vernacular is to literally say, ‘Google it.’ 

So, with this historical dominance in the industry, what company can shift this trend and give Google a run for its money? 


While you may have thought this short-form video platform had reached its headline quota after news covering its metric rise of popularity, securing the title for the fastest-growing social platform of all time, or the back and forth about whether it would be shut down in the US. But, TikTok’s dominance in the industry hasn’t slowed down, and therefore neither have the headlines.

Introducing TikTok: The Search Engine

The platform rose to popularity as a social platform used to discover, interact and post short-form videos (many with the hopes of going viral). Now touting over 100 million monthly active users in the US, experts have recently noticed a pattern that shifts the platform’s primary use. 

Rather than strictly for entertainment purposes, users, especially younger generations, now use the app as a search engine. In fact, 40% of Gen Z searchers turn to TikTok or Instagram before performing a traditional Google Search (source).

So why the switch in behavior? The amount of time people spend on the app naturally lends itself to this new use. The average TikTok user spends 45,8 minutes (source) on the app every day. However, there are also four features unique to TikTok that keep Gen Z coming back and searching more. 

4 Reasons Users Turn to TikTok for Searches

1. The Algorithm 

When asked why people enjoy the app beyond its sheer entertainment value, the overwhelming response is its precise algorithm. Maybe you’ve even heard a friend say, “my algorithm knows me so well.” TikTok is touted as having one of the best algorithms to find personalized, curated content explicitly based on your preferences and interests. 

Users started and grew their time using the app because of the curated videos served to them based on their interests. Now, they know they can use that same benefit when seeking information. They are confident the search results will fulfill not only their curiosity but will align with their preferences. 

2. Personalization

In light of Gen Z’s preference toward influencers and user-generated content, the answers provided on TikTok seem more authentic coming from a fellow user rather than a faceless, impersonal website. 

3. Today’s Consumers are Video-First

It’s been on-trend for years, but consumers overwhelmingly prefer video content to any other format. And when it comes to recommendations, short clips of a dining experience showcasing the different food, drinks, atmosphere, and live reaction to the taste are sure to peek your interest more than the written word or even static imagery. In the current environment, the battle of text vs. video always ends with video on top.

4. Less Bias 

As mentioned above, today’s consumers, are wearier of ads and vague recommendations. They are looking for sources beyond websites and blogs strickly optimized for Google. TikTok allows them to scroll through different videos and source their own information. They can also browse comment sections, see what other users think, verify which recommendations seem legit, and confirm if it fits their needs. 

The Drawbacks

With any information searched and consumed online, there is a risk of misinformation and biased results. TikTok takes this up a level because of its walled garden platform.  Consumers aren’t moving away from the app; therefore, they aren’t going to alternative sites to verify or double-check the information they receive.

TikTok’s Response

As TikTok recognizes this new consumer behavior on its platform, they have leaned into its new reputation as a venue for finding information. As such, they are testing features to combat misinformation and also encourage users to do more research on topics. For example: 

  • It is currently testing a feature that identifies keywords in the comment section and links to search results for them.  
  • In Southeast Asia, it is also testing a feed with local content so that people can find businesses and events near them.

Google’s response to the recent changes

Google hasn’t publicly spoken out, recognizing that there’s a new competitor in town. However, recent changes to their search experience indicate they know they can’t rest on their laurels. When searching on google, you’ll now notice a variety of different media, including: 

  • Text
  • Video
  • Images
  • TikTok video
  • YouTube Shorts: vertical videos less than a minute long

Additionally, individuals within the organization have commented that it’s on the company’s radar. In July, a Google senior vice president, Prabhakar Raghavan, stated: 

“In our studies, something like almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

What Does this mean for advertisers? 

In an environment where advertisers have long relied on Google as the cornerstone of their paid search efforts, many may question whether they should reconsider their strategy. The short answer is there is no need to abandon Google and move all investments toward TikTok. Google still has tremendous power as a search engine. 

However, this change in consumer behavior is a good reminder and indication that regular refinements to your digital advertising strategy are essential. So if it’s been a while since you’ve thought about how your strategy stacks up in today’s environment, here’s your sign to regroup. 

Consider how you can TikTok to interact with and engage consumers. 

TikTok Strategies for Advertisers

Organic Efforts

While it may seem overwhelming due to the endless creativity that seeps out of TikTok, jumping into the platform with an organic presence is a good place to start. Remember you started from scratch on other platforms like Instagram and Twitter, built a following, learned what works and doesn’t, and refined your strategy. The same can be done on TikTok.

As mentioned, younger generations love organic content, so creating authentic videos showcasing your products and services while maybe incorporating a trend of two will go a long with today’s consumers. An always-on, regular cadence of content also puts your brand in a great position to pop up in those organic searches that app users make everyday. 

Paid Efforts

Once you have a solid organic strategy, consider investing in paid efforts. There are unique creative opportunities for brands to get their content in front of consumers, including: 

Additionally, the platform offers a suite of audience targeting solutions to ensure you’re ad is reaching the right audience, such as:

  • Demographic (Gender, Age, Geographic, Language)
  • Internet Operation (Mobile OS, Internet Access)
  • Interests (Examples: Anime, Auto, Pets, Food, Funny, Games, Lifestyle, Entertainment, military, Films & TV, Song & Dance, Society, Sports, Technology)
  • Custom Audience: add audience, exclude an audience, replace audience
  • Lookalike Audiences

Ready to incorporate TikTok into your digital advertising strategy? 

At Digilant, we help brands to eliminate channel siloes and inefficiencies with Advanced Social solutions across all social platforms, including TikTok. Learn more about key features of our solutions, including fluid budgets, transparent fee structure, and holistic reporting with superior customer service here

And contact us here if you’re ready to build a digital advertising solution targeted for today’s modern consumer. 

Preparing for the Inevitable Cookieless Future

Talks of a cookieless future have been ongoing since 2019. What was originally planned for 2022 is now postponed until the second half of 2024. But what exactly do these setbacks mean for marketing and advertising professionals? Let’s break it down, starting with the basics.

What Is Cookie-Based Advertising?

Historically, digital advertisers have relied on third-party cookies to accurately target and measure the effectiveness of digital advertisements. There is a huge bank of third-party cookie-based audiences that advertisers can rely on to reach nearly any group of consumers — from high-level categories to niche shoppers. Additionally, as users navigate from one digital domain to the next, third-party cookies on the device travel with them — making the ability to know whether the user who saw the ad is also the user who made a purchase relatively simple.

However, in an effort by tech giant Google to prioritize consumer privacy, cookies will be dissolved as targeting and tracking tools. While a variety of companies work to find replacements to the beloved third-party cookies, Google’s current replacement initiative, known as the Privacy Sandbox, will take its place in the near future.

The anticipated roll-out of Google’s updates is slated for the second half of 2024. While this date has been delayed a handful of times, marketers should still be aware that a cookieless future for advertising will eventually happen. Each delayed deadline has only been in an effort by Google to ensure new Privacy Sandbox technologies operate smoothly before completely depreciating cookies. Ultimately, the shift to cookieless advertising is inevitable and is even already happening on some level with companies like Apple.

How Does the Delay Affect Advertisers?

The future is cookieless. Google’s announcement only postponed what will eventually happen. As an advertiser, this likely puts you in one of two situations:

  • You already started shifting from third-party cookies, and the delay serves as a great opportunity to continue to test cookieless solutions in a low-pressure environment.


  • You are still using third-party cookies as your primary data source, and the delay has only given you more leeway to continue to push back from making the switch.

If you haven’t already started implementing cookieless solutions, it’s ultimately detrimental to continue pushing off the inevitable. While it might be easy to keep delaying advertising strategy changes with every postponement, advertisers willing to test and try new solutions will be poised with a solid strategy once third-party cookies are officially removed.

Moving Forward in Cookieless Future Advertising

While it might be confusing, frustrating, and overwhelming that delays continue to happen, the overall goal of Google removing third-party cookies is to put consumers first. Consumers value brands that value their privacy and use data in a customer-first manner. So how can you work toward that now, even if you’re still using cookie-based advertising strategies? Here are a few places to begin:

1. In case we weren’t clear: Get started sooner rather than later.

While it’s easy to push off making necessary cookie-based advertising changes until the delay gets closer, in this case, we strongly believe the early bird will get the worm. Certainly, advertisers willing to test and try cookieless advertising — even with a small budget — will have a solid strategy and be in a much better position for success once third-party cookies are inevitably removed.

2. Hone a sustainable approach to data.

In the age of technology, consumers care about their privacy now more than ever. Fortunately, you can use alternative forms of data — like first-party or zero-party data — to create personalized and effective advertising for your target audience.

What is first-party data?

When you passively collect information about a consumer’s activity on your website, you are collecting first-party data. This can be buying history, campaign responses, browsing data, and basic demographic information. First-party data is not explicitly shared by the consumer. However, it is preferred to third-party data, as it is owned by the brand but still works to offer effective advertising and the personalized experiences that consumers prefer.

What is zero-party data?

With zero-party data, all data collected is specifically and intentionally shared by the consumer (through forms or surveys, for example). This data can then be implemented into campaigns so you can transparently and authentically continue offering personalized customer experiences, even in a cookieless future.

Click here to learn more about first-party and zero-party data.

3. Continue to test cookieless solutions.

There are already many inherently cookieless advertising solutions available for your specific advertising needs. Now is the time to implement them in campaigns and plan a strong strategy for the future. In a less pressured environment, it’s a great time to continue to run your cookie-based campaigns in the background and spend some time on “test budgets” within inherently cookieless solutions, such as the following:

  • CTV and OTT advertising.
  • Digital audio and podcast advertising.
  • Contextual targeting.
  • Data clean rooms and walled gardens.

Click here to view a full list of cookieless tactics.

4. Plan future-proof measurement strategies.

Measurement continues to be the bigger question for advertisers who have long relied on third-party cookie tracking. While there is no overarching answer for what will replace measurement with third-party cookies, it will likely be broken down into cohort-based, individual-based, or survey-based measurement.

Partnering with a digital advertising agency can ensure you are up-to-date on all the latest technologies released to combat the worries advertisers have in light of the cookieless future. At Digilant, we pride ourselves on partnering with the best data providers and measurement solutions to ensure our clients are poised for success, no matter what the future holds or what forms of data they use.

Ready to Get Started With Cookies and Targeted Advertising?

Now is the time to get a step ahead of your competitors. Digilant has a team of data experts and ample third-party cookieless solutions already on the market. Additionally, we continue to grow our tactics and partnerships to ensure our clients are poised for a successful future, no matter what targeted solutions are available.

Changes that prompt better consumer privacy and data practices are happily welcomed by Digilant. If you’re ready to begin or improve your cookieless advertising strategies, contact our team today.

Digilant Highlights the Digital Advertising Trends to Watch for in 2023: Part 2

Last week, we shared Part 1 of our deep-dive into the first half of our 14 emerging trends we’ve identified advertisers should watch out for in 2023 (if you missed it, check it out here).

In this blog post, we outlined the remaining trends – covering topics such as video ads, the metaverse, third-party cookie depreciation, and more.

Ready to learn more? Let’s dive in.

14 Advertising Trends You Need to Know in 2023: Trends 8-14

8. Voice search impacts SEO and SEM

“Hey Google, where can I purchase a treadmill?” Whatever the question may be, voice search allows consumers to easily browse the internet and receive quick answers about products and services they’re interested in. In today’s fast-paced environment where everyone wants results in the blink of an eye, it’s no surprise that the expected transaction value of e-commerce purchases made through voice assistants will be $19.4 billion in the US in 2023. 

So as not to miss out on opportunities to capitalize on these searches, advertisers need to start optimizing content for voice searches. This can include more conversational content, targeting question-based keywords, or tailoring content towards question-based answers.

Learn more about Smart Speaker advertising in our blog here.

9. Amazon Dominates E-Commerce

Amazon serves as a one-stop shop for consumers worldwide. Shoppers rely on Amazon for their vast inventory, tailored recommendations, record-timing delivery, and affordable prime deals. In 2023, Amazon’s net digital ad revenue is expected to reach $39.45 billion. Amazon offers valuable tools for advertisers, including their own DSP, Amazon storefronts, and much more. As consumers continue to frequent the site, advertisers should take advantage of the opportunity to reach their audiences as they browse and buy.

 10. The Growth of Retail Media Networks

Shopping online has never been easier for consumers. As for advertisers, retail media networks have opened a new door in reaching target audiences. As more retailers set up these online infrastructures, more inventory becomes available that is specific to a particular audience. For example, retailers such as CVS, Target, and Home Depot opened media networks on their websites for brands to advertise directly on their pages. The annual growth rate for the US retail media market is ~25%, increasing from $36 billion in 2021 to an expected $110 billion in 2026. These networks provide advertisers with valuable first-party data and low-funnel ad spots, allowing brands to reach consumers that are likely lower in the sales funnel.

 11. Video Ads Provide Great ROI

What better way to capture consumers’ attention than with engaging, short-form videos? 80% of people prefer watching a video to reading text, and consumers are 27.4x more likely to click through online video ads than standard banners. If these numbers don’t convince you, consider why Tiktok has become one of the fastest growing social media platforms – consumers can easily digest entertaining videos or ads and the information sticks. Overall, customers remember 95% of the information gathered in a video. Now is the time to consider which channels to implement creative videos, whether that be on social media, in-stream, or even CTV that best resonates with your audience. 

Learn more about video ad formats in our blog here.

 12. Advertisers shift away from third-party cookies

Data. It’s crucial for advertisers to have in order to implement successful campaigns. As Google continues to push back the removal of cookies on Chrome, most advertisers are still relying on third-party cookies for consumer web habits and viewing data. However, as data and consumer privacy take center stage –  33% of U.S. consumers think better of brands that keep their data private and secure – advertisers need to think beyond Google’s timeline when it comes to rethinking how and what data they use to reach their target audience. Consider investing in first and zero-party data sources, in which brands directly collect, store, and implement data. Since this data comes right from the consumer to the brand, through owned websites or apps, it’s more favorably looked upon by consumers and can offer greater targeting in the long run. 

Learn more about the case for zero-party vs. first-party data in our blog post here.

 13. Consumers watch their spending

We don’t need to be the ones to tell you, the looming recession is on everyone’s mind. As prices skyrocket across all industries, especially on essentials such as groceries, rent, and gas – consumers are paying closing attention to their wallets. While discounts, coupons, and deals have been significant purchase drivers, in light of more economic uncertainty to come, consumers are primarily searching for a higher value in their purchases in 2023.

Additionally, these cutbacks inevitably affect marketing budgets as well; advertisers are tasked to do more with less. Having strong analytics practices to find areas of opportunity and improvement will be essential in the coming month to ensure you stay on track with achieving great ROI.

 14. Advertisers Proceed with Caution in the Metaverse

While the metaverse has gained traction throughout 2022, there is still skepticism from marketers about the direction of this virtual world. Only about 50% of technology experts and business leaders believe that the metaverse will be fully operable with immersive virtual experiences by 2040. Now, this isn’t to say to advertisers need to shy away from all metaverse opportunities; now is the time to research and understand if and how the capabilities align with your campaign goals and target audience. As companies continue to invest in this digital space, improvements are on the horizon, and we’ll keep an eye on the metaverse throughout 2023!

Learn more about opportunities in the metaverse here.

Ready to Move from Trend to Actionable Strategy? 

Each trend listed above in isolation will provide great value to your digital advertising strategy. If you’re interested in a plan built specifically to reach your target audience and achieve your goals, contact our team of media strategists today! 

*All sources in this blog post are provided in our 2023 trends piece, “14 Advertising Trends you need to know in 2023.

How to Identify Your Target Audience on Social Media

In 2022, internet users worldwide used social media for an average of 147 minutes every day. As the amount of time spent on social media platforms continues to increase, it’s more important than ever for advertisers to hone their paid social strategies and successfully reach their target audiences.

When it comes to creating paid social media strategies, advertisers fall within one of two buckets:

1.Those not utilizing paid social media.

If you’re interested in incorporating these channels into your marketing strategies, keep reading, as we’ll outline how to find and target your specific audience through paid social advertising.

2. Those using paid social strategies.

This blog post will serve as a great outline for checking in on your tactics and targeting practices to ensure you’re getting the biggest bang for your buck.

Your brand has likely been using an organic strategy for years. While this method of advertising certainly has a place and purpose for brands, continuous platform updates combined with oversaturated channels and shortened attention spans among consumers have likely made it increasingly difficult for you to actually reach your target audience. For example, Hootsuite reports that the average Facebook page sees 0.07% engagement and reaches about 5.5% of follower counts.

Fortunately, implementing paid social media campaigns in addition to organic posts can help combat these challenges. Paid social media advertising boosts your brand by getting it in front of the eyes of your ideal target audience. And that’s the catch — setting up paid campaigns can’t be a blind guess with a handful of money. As with every other tactic in advertising, even the biggest budget for a campaign only pays off if it reaches the right audience.

While it is tempting to move fast to keep up with ever-evolving trends, it is more important to strategize, identify a social media advertising target audience, and build a solid foundation for optimal growth.

Understanding Social Media Targeted Advertising Platforms

Planning paid social media campaigns involves navigating a lot of options, and even the most experienced advertisers can get lost in the weeds. When choosing a platform for your targeted advertising campaign, consider the benefits and core audiences of each to ensure the best results for your brand. Below is a breakdown of the most common social media platforms and their targeting capabilities.

Facebook and Instagram

  • Use second-party data to reach your audience based on interests, location, behavior, demographics, and connections.
  • Connect with people who have already shown interest in your business, whether they’re a loyal customer or people who have used your app or visited your website.
  • Reach new people whose interests are similar to those of your best customers.


  • Retarget users who visited your website on LinkedIn.
  • Create lookalike audiences with CRM or account-based targeting.


  • Target your desired audience based on location, language, demographics, events, conversations, devices, keywords, interests, and more.
  • Create a custom audience based on CRM, website, or app activity.


  • Create audiences from your customer lists, people who’ve visited your site, or people who have already interacted with your content on Pinterest.
  • Reach new people who behave similarly to one of your existing audiences.
  • Select topics related to your ad to reach people with similar tastes.
  • Target by keywords, demographics, and devices.
  • Choose where you’d like your ads to appear on Pinterest.
  • Reach even more people by automatically targeting your ad to people searching for similar keywords or interests as the ones you selected.


  • Find users based on browsing behavior across groups of communities.
  • Target users who subscribe to or visit specific communities by device or geolocation.
  • Serve or suppress content to users based on a CRM list.
  • Leverage 400+ segments with a third-party audience.


  • Target based on demographics, internet operation, and interests.
  • Add, exclude, and replace your custom audience.
  • Create lookalike audiences.

While every social channel has unique benefits, finding the right combination to reach your specific audience is essential. At Digilant, our media strategists can help identify the best social media strategy based on your brand and audience.

How to Identify Target Audience on Social Media

The key to identifying target audiences is to be as specific as possible. The more intentional you are at this step, the more time and money you’ll get back over time. Here’s how to get started:

1.Create and refine persona identifications.

Take a step back and think about your audience in general. Determine who fits your brand’s target demographic — their qualities, attributes, behaviors, and characteristics. Then, take it a step further by identifying their purchase drivers with these questions:

  • What information are they looking for and why?
  • Where do they go for information?
  • What conversations are they having?
  • Who do they trust?

This information will serve as a guiding point for your overall social media targeted advertising strategy. As you refine your strategy and potentially add more channels, these profiles will help keep your goals on track. They will also ensure you’re creating a streamlined experience and prioritizing consumers’ needs no matter how they interact with your brand.

2. Look to competitors for inspiration.

Competition can provide great information about what is and isn’t working. You can begin gathering information from competitor websites and advertisements by asking the following:

  • What types of people are they targeting?
  • What are they doing right?
  • What is missing?
  • What benefits are they emphasizing?
  • How often are they posting?
  • What content seems to work best?
  • What is their tone?

3. Shape goals by identifying key benefits.

Once you’ve established audience personas (and taken a few lessons from your competitors), think about what solutions your brand can offer to resolve your audience’s main pain points. This will not only help curate messaging, but it will also help determine the overall goal for paid social media campaigns.

Ask clarifying questions to make sure your goals are aligned with consumer needs. Are you looking to generate brand awareness or conversions? Are paid social campaigns a good opportunity to launch a new product or offering? Is this a good channel to increase your first-party data by driving form sign-ups? Determining your goals early on can help keep your advertising strategies on track and generate higher success rates.

Additionally, don’t forget that the best way to reach and connect with your target audience is to ask them specifically what they want. Don’t shy away from surveying consumers — it often provides an authentic approach to advertising that resonates with your target audience and allows more room for trust.

Ready to Improve Your Social Media Advertising Strategy?

It’s important to always circle back to the big picture: consumer experience. Consumers want personalized, timely, and authentic content. The only way to successfully deliver that is to have a full picture of the consumer journey and consistently ensure your social media targeted advertising is effective, accurate, and holistically delivering on brand values.

Want more insight on how to find your social media advertising target audience? Connect with our Digilant team to learn how we can help your brand meet its specific goals and needs.

Digilant Highlights the Digital Advertising Trends to Watch for in 2023: Part 1

Over the past year, digital advertisers embraced ample opportunities – both within legacy channels and new – to reach and engage with consumers in targeted, meaningful ways. To name a few: digital audio usage soared, skepticism around CTV measurement was answered with new and improved analytics solutions, mobile continues to prove its dominance in device usage, and DOOH saw great benefits as people re-established their pre-pandemic routines. 

As we begin 2023, the Digilant team is excited about new technologies, better data practices, and continued improvements in the digital advertising landscape to better reach and target today’s consumers. 

So what can be expected to stand out this year? What trends, channels, and solutions will truly move the needle for advertisers? In our newest infographic, “14 Digital Advertising Trends You Need to Know in 2023” we’ve outlined the top trends we predict will make the biggest splash over the year. 

Over two blogs, we’ll dive deeper into each of these trends, offering more insight into why advertisers really need to know about them and offering tangible solutions to incorporate them into their media strategies. We’ll cover trends 1-7 in this blog post and 8-14 in part 2 (which you can check out here).  

14 Advertising Trends You Need to Know in 2023: Part 1

1. Ad-supported CTV takes center stage

In today’s TV landscape, there are new movies and shows available every day across many streaming platforms. Households often have multiple streaming subscriptions, making price now one of the top considerations for consumers when choosing a new streaming plan. 80% of consumers now use ad-supported CTV, allowing advertisers to deliver timely, targeted messages. Especially with streaming giants like Netflix and Disney+ offering ad-supported plans, advertisers can leverage CTV to reach those growing audiences in 2023.

2. Consumers Continue to Cut the Cord

While industry-old terms at this point, ”cord-cutting” and “cord-shaving” remain as relevant now as ever before. Each year, more consumers continue to switch their cable boxes for streaming platforms, viewing their television content through Connected TVs and over-the-top devices. In 2023, it’s expected that 82% of households will be “CTV-only,,” solidifying this channel as a necessity rather than a “new opportunity.” With better access to data, extensive targeting, ample inventory, and improved measurement solutions, CTV provides advertisers with unique and targeted access to connect with audiences as they stream their favorite content.  

Learn more about Digilant’s Advanced TV Solutions here.

 3. TikTok Adoption Continues to Grow

US adults spend an average of 45.8 minutes daily on Tiktok, with Tiktok users spending 50% more time on the platform than Facebook and Instagram users. As one of the fastest-growing social media platforms, users are drawn to short-form videos to consume fun and engaging content, including educational videos, product reviews, sports highlights, and so much more. Tiktok has also become a search hub, as almost 40% of Gen Z is using TikTok and Instagram for search instead of Google. With over 1 billion Tiktok users, now is the time to hone in on your Tiktok advertising strategy to reach this vast and engaged audience.

 4. The Rise of Social Commerce

By 2025, social commerce spending is anticipated to reach $1.2 trillion. Social media platforms such as Facebook, Instagram, and Tiktok are paving the way in giving consumers more options to discover and even purchase new products directly within their platforms. While this buying experience has seen steady growth in the past few years, as consumers spend more time on mobile and expect seamless buying journeys, there’s no better time to incorporate shoppable ads in your media plan.

 5. More Listeners Tune into Streaming Audio

What makes streaming audio so effective for advertisers is the ability to reach consumers at different points throughout their day. Between digital radio, music streaming, and podcasts, there is endless content for consumers and advertisers to tap into. About two-thirds of the U.S. population ages 12 and over listens to streaming audio at least once per week. Consumers can listen to what they want when they want to, and advertisers have the opportunity to deliver personalized ads at scale. 

Learn more about Digilant’s advanced audio solutions here.

 6. Podcasts Ads Produce Sales

Music streaming, digital radio, and podcasts have all experienced exponential growth within the last few years. But, advertisers have specifically taken note of podcasts. Since the pandemic, podcasts have gained new listeners and historic listeners have become even more engaged and loyal to their daily, weekly, or monthly episodes.  By year-end, we’ll experience a 4.9% year-over-year growth in podcast listeners, totaling 131.2 million. 

So, if the numbers alone don’t convince you that podcasts are a great medium to invest your dollars, consider that host-read podcast ads are one of the most trusted forms of advertisements and have one of the highest conversion rates. Of podcasts listeners that listen for at least 5 hours per week, 65% have purchased a product after hearing a podcast ad. Consumers trust and like the host(s) they listen to, and these feelings are transferred toward having a draw to the products they recommend.

Learn more about the power of podcast ads in our blog post here.  

 7. Digital Out-of-Home Grabs Consumers’ Attention

Out-of-home ads like billboards are great for capturing consumers’ attention while driving, but DOOH has grown far beyond roadside ads. With the incorporation of digital screens in nearly every aspect of our lives – elevators, doctor’s offices, taxis, grocery stores, gyms, malls, metro stations, airports, and more – there are now digital screens that allow advertisers to reach consumers wherever they are. As inventory increases, take advantage of opportunities to reach consumers beyond their computers and phones and create timely, targeted ads displayed as they move about their day. 

Learn more about digital-out-of-home opportunities in our blog post here.

Ready to Move from Trend to Actionable Strategy? 

We’ve just scratched the surface of key trends advertisers need to know in 2023. Interested in learning more? Download our full infographic covering all 14 trends and solutions to optimize your strategy today. And check out part 2 of our mini blog series here, where we dive deeper into trends 8-14.

Each one of these trends in isolation will provide great value to your digital advertising strategy. But if you’re interested in a plan built specifically to reach your target audience and achieve your goals, contact our team of media strategists today. 

*All stats in this blog post are linked in our 2023 trends piece, “14 Advertising Trends you need to know in 2023.”

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