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Online Advertising In Detroit: How Much Will Be Spent in 2022?

Jan 20, 2022 2:18:58 PM / by Larry Julius

Southeast Michigan business owners are expected to spend $1.3 billion advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Detroit's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Detroit area consumer is served more than 1700 of these ads per month.

Video advertising in Detroit is forecast to account for 23% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

So many Detroit business owners are investing a large portion of their marketing budgets into online advertising because that's where their customers are.
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Topics millennials, social media advertising, digital advertising, online advertising, advertising options, streaming audio, social media, streaming video, internet, ad spending, internet advertising, streaming media, streaming TV, search engine marketing, display advertising

Detroit Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 2:24:58 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Detroit television, there were only a few options including, WJBK, WDIV, WXYZ, WWJ, and WTVS. But slowly, the number of options expanded to include cable channels provided by Xfinity, AT&T, DirecTV, and Spectrum.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Southeast Michigan consumers. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 95.5% of Detroit households own a device capable of receiving streaming video.

In all, says Nielsen, 2.1 million consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many adults as local TV and local cable.

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Topics digital advertising, online advertising, pay-TV, cable TV, OTT, CTV, streaming video, internet, local television, internet advertising, streaming media, streaming TV

Advertise In Detroit: Top 5 Articles From 2021

Nov 29, 2021 11:39:22 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Southeast Michigan consumers are on track to spend $63-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Detroit area business owners are expected to spend $1.6 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Detroit business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInDetroit.com.  

Here are the top five most-read articles on the site in 2021:

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Topics television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, newspaper advertising, online advertising, restaurant advertising, advertising options, advertise on radio, advertising reach, small business advertising, effective advertising, advertise on detroit radio, b2b advertising, advertising on radio, advertise in Detroit, employment advertising, internet advertising, how to advertise, advertising return on investment, advertising roi

What Are Detroit Consumers Watching On TV?

Nov 18, 2021 1:34:49 PM / by Larry Julius

Every week, according to Nielsen, 3.7 million adult consumers in Southeast Michigan watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Detroit consumers have a gargantuan number of viewing choices. This includes programs from stations like WJBK, WDIV, WXYZ, WWJ, and WTVS. Or maybe cable and satellite systems like Xfinity, AT&T, DirecTV, and Spectrum. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Detroit consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in Detroit is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Detroit adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics television, television advertising, best way to advertise, pay-TV, cable TV, dish network, direcTV, satellite tv, OTT, CTV, streaming video, internet, local television, internet advertising, streaming media

Who Listens To Podcasts in Detroit?

Oct 11, 2021 7:10:00 AM / by Larry Julius

According to Nielsen, 866,403 Southeast Michigan consumers listened to or downloaded a podcast during the past 30 days. This is 24.7% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Detroit consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Detroit consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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Topics best way to advertise, digital advertising, online advertising, streaming audio, podcasts, detroit radio, advertise on detroit radio, smart speakers, internet advertising, podcasting

Streaming Video Terms For Detroit Small Business Owners

Sep 20, 2021 5:26:48 PM / by Larry Julius

Southeast Michigan business owners are expected to spend $427,763,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 20.9% higher than in 2020.

Streaming video advertising expenditures are accelerating as Detroit consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Detroit, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics television, television advertising, digital advertising, online advertising, streaming audio, cable TV, OTT, CTV, streaming video, internet, local television, internet advertising

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