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For advertising in Wikipedia articles, see Wikipedia:Spam. For proposal on advertising about
Wikipedia, see Wikipedia:Advertising.
"Ad", "Advertiser", and "Adverts" redirect here. For the English punk band, see The Adverts. For
other uses, see AD (disambiguation)and Advertiser (disambiguation).

A Coca-Cola advertisement from the 1890s

Marketing

 Marketing
 Marketing management

Key concepts[show]

Promotional content[show]

Promotional media[show]

 v
 t
 e

Advertising is a marketing communication that employs an openly sponsored, non-personal

message to promote or sell a product, service or idea. [1]:465 Sponsors of advertising are typically
businesses wishing to promote their products or services. Advertising is differentiated from public
relations in that an advertiser pays for and has control over the message. It differs from personal
selling in that the message is non-personal, i.e., not directed to a particular individual.
[1]:661,672
Advertising is communicated through various mass media, [2] including traditional media such
as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new
mediasuch as search results, blogs, social media, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement, or "ad"
or advert for short.
Commercial ads often seek to generate increased consumption of their products or services
through "branding", which associates a product name or image with certain qualities in the minds
of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-
response advertising. Non-commercial entities that advertise more than consumer products or
services include political parties, interest groups, religious organizations and governmental
agencies. Non-profit organizations may use free modes of persuasion, such as a public service
announcement. Advertising may also help to reassure employees or shareholders that a
company is viable or successful.
Modern advertising originated with the techniques introduced with tobacco advertising in the
1920s, most significantly with the campaigns of Edward Bernays, considered the founder of
modern, "Madison Avenue" advertising.[3][4]
Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion.
[5]
Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on
newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio.[6] Internationally, the
largest ("big four") advertising-agency groups are Interpublic, Omnicom, Publicis, and WPP.[7]

Regulation[edit]
There have been increasing efforts to protect the public interest by regulating the content and the
influence of advertising. Some examples include restrictions for
advertising alcohol, tobacco or gambling imposed in many countries, as well as the bans
around advertising to children, which exist in parts of Europe. Advertising regulation focuses
heavily on the veracity of the claims and as such, there are often tighter restrictions placed
around advertisements for food and healthcare products.[93]
The advertising industries within some countries rely less on laws and more on systems of self-
regulation.[93][94][95] Advertisers and the media agree on a code of advertising standards that they
attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal,
decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but
remain independent, with the intent of upholding the standards or codes like the Advertising
Standards Authority in the UK.[96]
In the UK, most forms of outdoor advertising such as the display of billboards is regulated by the
UK Town and County Planning system. Currently, the display of an advertisement without
consent from the Planning Authority is a criminal offense liable to a fine of £2,500 per offense.
[97]
In the US, many communities believe that many forms of outdoor advertising blight the public
realm.[98] As long ago as the 1960s in the US there were attempts to ban billboard advertising in
the open countryside.[99] Cities such as São Paulo have introduced an outright ban[100] with London
also having specific legislation to control unlawful displays.
Some governments restrict the languages that can be used in advertisements, but advertisers
may employ tricks to try avoiding them. In France for instance, advertisers sometimes print
English words in bold and French translations in fine print to deal with Article 120 of the
1994 Toubon Law limiting the use of English.[101]
The advertising of pricing information is another topic of concern for governments. In the United
States for instance, it is common for businesses to only mention the existence and amount of
applicable taxes at a later stage of a transaction. [102] In Canada and New Zealand, taxes can be
listed as separate items, as long as they are quoted up-front.[103][104] In most other countries, the
advertised price must include all applicable taxes, enabling customers to easily know how much
it will cost them.[1
"Fathers" of advertising[edit]
 Late 1700s - Benjamin Franklin (1706–1790)- "father of advertising in America"[137]

 Late 1800s - Thomas J. Barratt (1841-1914) of London - called "the father of modern
advertising" by T.F.G. Coates[138]

 Early 1900s - J. Henry ("Slogan") Smythe, Jr of Philadelphia - "world's best known slogan
writer"[137]

 Early 1900s - Albert Lasker (1880-1952) - the "father of modern advertising"; defined
advertising as "salesmanship in print, driven by a reason why"[139]

 Mid-1900s - David Ogilvy (1911–1999) - advertising tycoon, founder of Ogilvy & Mather,
known[by whom?] as the "father of advertising"

Video Advertising Statistics

22. 64% of consumers say that watching a video on
Facebook influenced them to make a purchase.
When marketers first incorporated video into their strategies, it was
largely seen as a way to drive engagement.

And while it can certainly be effective for this goal, it also shows
clear potential to drive sales and other high-impact conversions.

23. US companies spent $13.23 billion on digital video ads in

2017.
Video has quickly grown in popularity, with US companies spending
over $13 billion on video ads in 2017 — and that number is predicted
to increase to over $22 billion by 2021.
24. Video ad completion rates have steadily increased over
the past few years, reaching 70% overall in 2017.
As marketers gain more experience with video, they’ve also become
more successful in creating videos that retain viewers’ attention.

(Image Source)

As of 2017, overall completion rates were up to 70% — a drastic

improvement from the 47% average just two years prior.

25. The average video CTR increased slightly in 2017, up to

0.45% from 0.35% in 2016.
As consumers become more familiar with video, more of them are

clicking to learn more about the content they see. Mobile

Advertising Statistics
11. 69% of digital media time is spent on mobile devices.
Mobile advertising has become increasingly important over the past
few years.

And considering that internet users now spend over two-thirds of

their digital media time on smartphones and other devices, it’s
unlikely that it’s going to slow down anytime soon.

12. The average mobile PPC ad click-through rate (CTR)

drops 45% between positions one and two.
It’s not news to say that the higher a result or ad is on a results
page, the higher its average CTR — but a 45% drop between the first
and second ads is significant.
 (Image Source)

This is much more dramatic than the drop on desktop computers

and tablets, and important to keep in mind if you’re optimizing
campaigns for mobile devices.

13. Appearing in mobile search ad results can increase brand

awareness by 46%.
Making your target audience aware of your brand is an essential
step in the sales process and one that mobile search ads can help
with.

(Image Source)

In fact, 51% of smartphone users have discovered a new company or

product when searching on their smartphones.
14. 82% of smartphone users consult their phones while in a
store.
Mobile devices are becoming increasingly integrated into
consumers’ daily lives.

Shoppers now not only use them to find stores in which they can
make a purchase but also to continue researching their options
once they’ve arrived at a store.

15. 84% of consumers between the ages of 18 and 29 are

most likely to use a mobile device when shopping online.
Young online shoppers now overwhelmingly prefer to browse and
make a purchase on mobile devices rather than desktop computers.

Consumers in the 18 to 29 age bracket lead this trend but are

closely followed by 78% of consumers in the 30 to 44 group.

Email Marketing Statistics

16. Traffic from email marketing campaigns has an average
conversion rate of 4.29%.
Although it’s now one of the oldest forms of digital marketing, email
still boasts an impressive conversion rate.

(Image Source)
This is higher than the averages for traffic from search, direct, and
social media.

17. Gmail ads with an open rate around 2% have a CPC of

roughly $1. That drops to less than 20 centsfor ads with an
open rate above 25%.
Gmail ads are still a relatively new option, and some marketers
struggle to gauge their success due to the lack of a Quality Score
metric.

But as the statistic above demonstrates, it’s clear that the higher
your open rates, the less you’ll pay for each click — so if you’re
looking to improve your campaigns on the platform, you’ll need to
improve your audience targeting and optimize your subject lines for
clicks.

18. Revenue from email campaigns made up an average

of 21% of companies’ overall revenue, up from 17% in 2016.
Even as more new channels develop, revenue from email campaigns
continues to make up a significant portion of digital marketing
revenue.

(Image Source)
That proportion increased from 2016 to 2017, illustrating that the
channel isn’t at risk of losing value to the newer options available to
marketers.

19. 65% of marketers believe that dynamic content in email

marketing is effective.
When asked to rate the effectiveness of personalization tactics,
marketers indicated that dynamic content was the best for their
businesses.

(Image Source)

In the same survey, 60% of marketers said personalized email

content based on real-time data is effective, and 58% said the same
of personalized email content based on software and machine
learning.

20. Open rates are 14.31% higher in segmented campaigns

than in non-segmented campaigns.
Segmentation is a popular tactic among email marketers, and for
good reason.

A study by MailChimp found that segmented campaigns achieve

higher open rates, more clicks, lower unsubscription rates, and
fewer bounces.
21. 73% of email marketers are prioritizing optimizing email
for mobile devices.
Given the importance of catering to mobile users, it makes sense
that the majority of email marketers are now making this their top
priority for improving campaigns.

The biggest jump in video CTR was among desktop users, while CTR
on tablets slightly decreased.

Consumer Advertising Preferences

26. 73% of consumers dislike pop-up ads.
As an internet user, you’re likely among the majority that dislikes
pop-up ads.

In fact, 81% of consumers have closed a browser or exited a

webpage because of one — meaning that if you use them as part of
your advertising strategy, it’s essential to be cautious of damaging
the browsing experience.

27. 72% of consumers want brands to share discounts and

sales on social media.
When asked what they want the brands they follow to post on social
media, the majority of consumers said discounts or sales.
Unfortunately, only 18% of marketers post these on a regular basis,
meaning there’s a disconnect between what consumers want and
what brands are delivering.

(Image Source)

On the flip side, 58% of marketers say they share posts that “tell a
story” — but only 37% of consumers want this kind of content.

28. 86% of consumers would like to receive promotional

emails “at least monthly.”
Frequency is a difficult element to get right with email marketing.
The majority of consumers want to receive promotions at least once
per month, but only 15% would like to receive them every day.

The Future of Advertising

29. Amazon’s US ad revenues are projected to climb 63.5% in
2018, surpassing $2 billion for the first time
Although Google and Facebook are on track to remain the largest
two advertising platforms, Amazon is expected to experience
significant growth this year and become the third-largest.
30. 57% of marketers believe that influencer marketing will
be integrated into all marketing activities in three years.
Influencer marketing has steadily grown in popularity over the past
few years, and that growth is expected to continue over the next
three years.

(Image Source)

In one survey, 57% of marketers said that influencer marketing will

be integrated in all marketing activities, and 47% expect it to
become a cross-functional discipline that will expand beyond
marketing.

31. Global spending on augmented reality (AR) advertising

reached almost $13 billion in 2017.
While many marketers focused their attention on the potential uses
of virtual reality (VR) over the past few years, that attention has now
shifted to augmented reality (AR).

(Image Source)

Overall spending on AR nearly doubled in 2017, and that number is

predicted to continue increasing.

And considering that AR company Blippar claims that brands have

seen 30% higher engagement rates with their advertisements, it’s
no wonder that many are shifting their focus toward augmented
reality as the next big trend in digital marketing.

Conclusion
The digital advertising industry now changes so rapidly that it can
be challenging to keep up, but the statistics above should give you a
solid idea of what’s happening with the most important channels.
Still, there’s a constant flow of new data available — so let me know
if there’s anything important I missed in the comments below! 7. 4
in 10 internet 0users say they follow their favorite brands on
social media.
Considering that 40% of internet users follow brands on social
media, these platforms are natural choices for boosting customer
loyalty.

Beyond that, 1 in 4 internet users also follow brands from which

they’re considering making a purchase — meaning that even if they
aren’t customers yet, the content you share with your followers
could be the determining factor in whether they convert.

8. 37% of online shoppers say they use social media for

“purchase inspiration.”
Over one-third of online shoppers use social media to “find
inspiration” for a purchase.
 (Image Source)

This is higher than any other form of online media, including retailer
websites, price comparison websites, and multi-brand websites.

9. 96% of B2C marketers say that Facebook is a valuable

marketing platform.
Facebook is still the platform of choice for the majority of B2C
marketers.

(Image Source)

Among B2B marketers, though, LinkedIn has a slight edge, with 93%
claiming it as the most valuable platform for their business.
10. The average session duration on Reddit is 4.83 minutes.
Although many advertisers overlook Reddit, its users spend more
time per visit than users on Facebook (4.81 minutes), Instagram
(3.05 minutes), Twitter (2.76 minutes), and Snapchat (1.79 minutes).

And while successfully marketing on the platform requires a strong

understanding of its audience, it’s certainly possible — as illustrated
by Findlay Hats, which made $28,000 in sales from one post.

Mobile Advertising Statistics

11. 69% of digital media time is spent on mobile devices.
Mobile advertising has become increasingly important over the past
few years.

And considering that internet users now spend over two-thirds of

their digital media time on smartphones and other devices, it’s
unlikely that it’s going to slow down anytime soon.

12. The average mobile PPC ad click-through rate (CTR)

drops 45% between positions one and two.
It’s not news to say that the higher a result or ad is on a results
page, the higher its average CTR — but a 45% drop between the first
and second ads is significant.

(Image Source)

This is much more dramatic than the drop on desktop computers

and tablets, and important to keep in mind if you’re optimizing
campaigns for mobile devices.
13. Appearing in mobile search ad results can increase brand
awareness by 46%.
Making your target audience aware of your brand is an essential
step in the sales process and one that mobile search ads can help
with.

(Image Source)

In fact, 51% of smartphone users have discovered a new company or

product when searching on their smartphones.

14. 82% of smartphone users consult their phones while in a

store.
Mobile devices are becoming increasingly integrated into
consumers’ daily lives.

Shoppers now not only use them to find stores in which they can
make a purchase but also to continue researching their options
once they’ve arrived at a store.

15. 84% of consumers between the ages of 18 and 29 are

most likely to use a mobile device when shopping online.
Young online shoppers now overwhelmingly prefer to browse and
make a purchase on mobile devices rather than desktop computers.

Consumers in the 18 to 29 age bracket lead this trend but are

closely followed by 78% of consumers in the 30 to 44 group.