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Advertise In Philadelphia: Top 5 Articles Of 2022

Dec 12, 2022 5:35:21 PM / by Larry Julius

For Philadelphia area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $82 billion at retail. 
 
What has changed during 2022, however, is how adults in the Philadelphia area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Philadelphia, many local business owners have found the articles posted at www.AdvertiseInPhiladelphia.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics Advertise In Philadelphia, Advertising In Philadelphia, Online Advertising, radio advertising, digital advertising, advertise on Philadelphia Radio, advertising options, how to advertise, 2022

Advertising In Philadelphia: Is Online Marketing Enough?

Oct 20, 2022 11:43:46 AM / by Larry Julius

According to Nielsen, 4.1 million adults in the Philadelphia area have access to the internet. Eighty-three percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Philadelphia area adults in the market to buy their goods and services, businesses spent $3.1 billion in 2021 on digital adverting, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

This mammoth pool of online advertising dollars targeted at Philadelphia consumers is being spent on a variety of digital resources including search engine marketing (SEM), search engine optimization (SEO), display ads, video ads, audio ads, email, and social media. Each of these tools can precisely target consumers who are currently in the market to buy whatever it is a business is selling.

Most forms of online advertising are designed to compel Philadelphia consumers to click on a digital ad that will transport them to the website of a company that sells whatever it is consumers are in the market to buy.  Is investing only in digital advertising enough to drive sales for a local business? 

Many marketing experts believe that online advertising needs to be part of a broader marketing strategy to be successful.

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Topics Online Advertising, radio advertising, digital advertising, advertise on Philadelphia Radio, internet, internet advertising

Digital Advertising In Philadelphia: How To Get Found Online

Sep 30, 2022 10:52:14 AM / by Larry Julius

Last year, $3.1 billion in marketing was spent online to reach Philadelphia area consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach Philadelphia consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 50.2% of Philadelphia adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Philadelphia business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

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Topics social media advertising, Online Advertising, website traffic, digital advertising, website visits, social media, online shopping, google, internet, internet advertising, sem

Political Advertising In Philadelphia: Campaigns Go Over The Top

Aug 22, 2022 7:05:00 AM / by Larry Julius

According to Nielsen research, 3.5 million people in the Philadelphia area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like KYW, WPVI, WCAU, WHYY, and WTFX has decayed by 10%.

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Topics political advertising, television advertising, Online Advertising, philadelphia television, digital advertising, television, political rate card, political, cable tv, ott, ctv, streaming video, SVOD, avod, local television, streaming media, internet advertising, streaming TV

Advertise In Philadelphia: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 9:11:33 AM / by Larry Julius

Despite an abundance of media options, Philadelphia radio reaches the most consumers every week. 

According to Nielsen, every week 3.7 million adults tune in to their favorite Philadelphia stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Philadelphia radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 22.6% of all consumers who listen to a Philadelphia radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 16.4% of a station's total audience is listening on a device other than a traditional receiver.

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Topics Streaming Audio, Online Advertising, radio advertising, digital advertising, internet, streaming media, internet advertising, am/fm radio, online radio advertising

How To Create A Podcast For A Philadelphia Small Business

Mar 11, 2022 3:11:08 PM / by Justin Muth

If you're anything like the 3.6 million Delaware Valley consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 72% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Philadelphia business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Philadelphia with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Online Advertising, small business owner, small business, digital advertising, small business marketing, best way to advertise in philadelphia, internet, podcast, internet advertising, podcasting

Advertising In Philadelphia: Don't Say 'March Madness'

Feb 21, 2022 2:21:27 PM / by Larry Julius

Right now, at least one of the 237,665 businesses located in the Delaware Valley is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in King of Prussia might think it would be clever to use 'March Madness' in its commercials on Philadelphia radio to promote a big spring sale. A non-profit in Cherry Hill feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Bucks County believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Philadelphia small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics Streaming Audio, social media advertising, television advertising, Online Advertising, radio advertising, digital advertising, ott, ctv, streaming video, streaming media, internet advertising, sem, search engine marketing, display advertising, streaming TV, intellectual Property, trademark, copyright

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

Jan 20, 2022 3:23:43 PM / by Larry Julius

Delaware Valley business owners are expected to spend $2.3 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 Philadelphia'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 28% 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 Philadelphia area consumer is served more than 1700 of these ads per month.

Video advertising in Philadelphia is forecast to account for 21% 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 Philadelphia 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, Streaming Audio, social media advertising, Online Advertising, digital advertising, borrell associates, social media, streaming video, advertising options, internet, ad spending, streaming media, internet advertising, sem

Philadelphia Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 2:56:08 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Philadelphia television, there were only a few options including, KYW, WPVI, WCAU, WHYY, and WTFX. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and Comcast.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Delaware Valley 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, 94.2% of Philadelphia households own a device capable of receiving streaming video.

In all, says Nielsen, 2.7 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 television advertising, Online Advertising, digital advertising, pay-TV, direcTV, cable television, cable tv, ott, ctv, streaming video, cable, internet, local television, streaming media, internet advertising

Advertise In Philadelphia: Top 5 Articles From 2021

Nov 29, 2021 1:01:25 PM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Philadelphia consumers are on track to spend $75.9-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, Philadelphia area business owners are expected to spend $2.4 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 Philadelphia 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 AdvertiseInPhiladelphia.com.  

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

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Topics Best Way To Advertise, Advertise In Philadelphia, advertising on Philadelphia radio, social media advertising, Online Advertising, radio advertising, advertise on radio, advertise on Philadelphia Radio, advertising options, internet advertising, hwo to advertise, how to advertise

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