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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, 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

Advertise In Detroit: Who's Watching The Local TV Stations?

Dec 22, 2021 9:38:42 AM / by Larry Julius

It wasn't too long ago when advertising on Detroit television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of viewers reached by WJBK, WDIV, WXYZ, WWJ, and WTVS has plummeted. In all only 78% of adult consumers now tune-in to at least one of these channels during the week, according to Nielsen.

The consumption of video content isn't diminishing among Southeast Michigan consumers. What has changed, though, is how they are watching it.

In November, according to Nielsen, the share of time watching broadcast television has fallen behind other video options including cable programing and internet-delivered choices such as Netflix, Hulu, Disney+, and hundreds of other streaming networks.

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Topics television, television advertising, pay-TV, cable TV, direcTV, satellite tv, OTT, CTV, streaming video, SVOD, AVOD, local television, streaming media, streaming TV

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

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