How much will your online ad cost you?
How much are you willing to pay?
That’s the question advertisers are asking now, as they begin to spend millions of dollars on new ads to reach young people across the country.
And with so much to weigh in on, it’s clear how big an impact the new ads have had on the political landscape.
This year’s election cycle has seen an influx of advertising dollars from social media companies, as well as direct online ads from political candidates.
With these new advertising tactics, marketers are trying to target the younger generation more effectively than they have in recent years.
As the race has heated up in the presidential race, advertisers are increasingly turning to targeting younger people, who are more likely to be interested in political messages than older Americans, said Brian Ehrlich, a senior research analyst with eMarketer.
But there’s still room for improvement in how advertisers target younger audiences.
Advertisers need to understand what they’re trying to do in the context of younger people and how to engage with them, said Ehrlicher, who specializes in online marketing and analytics.
The younger generations, especially those in their late teens and early 20s, tend to be less politically active, he said.
A key challenge for advertisers is to make sure that the message is clear, says Andrew Johnson, chief marketing officer for adtech company Fidelity Investments.
He said it is critical to use social media to highlight the positive aspects of the campaign, such as helping people connect with friends and family.
Also, advertisers need to ensure that they are reaching the right audience at the right time.
For example, people in their 20s may be more likely than others to have been to a political event.
The younger generation is more likely on social media than the older generations, so it’s a more accurate way to reach them, Johnson said.
For instance, in 2018, the Millennial Generation made up 28% of the voting population.
Social media companies also have a key role to play in creating campaigns that appeal to a younger generation.
They need to create content that has a clear purpose and a clear message, said Aaron H. Freedman, president and CEO of marketing analytics firm eMarker.
For example, a campaign like “Make the Case for Jobs” might be targeted to Millennials, which is why a company like Fidelity might use that campaign as a starting point for a broader digital campaign.
There are also some online campaigns that may not be targeted directly to Millennials.
For the 2017 campaign, the digital campaign included a hashtag, #MaketheCase for Jobs, which has since been deleted.
However, the company’s website shows the hashtag was used by someone other than the campaign creator, which suggests there may have been some effort to target a different demographic.
In addition, campaigns targeting younger audiences are more efficient than those targeting older audiences.
They have a higher click-through rate, which allows them to reach more potential audiences in less time.
When advertisers use social ads to target young audiences, they also benefit from a greater understanding of how the audience responds to them, Ehrlie said.
In other words, they may be able to offer a more tailored campaign to younger audiences based on their preferences.
One issue advertisers are grappling with, however, is that there are not as many young people online as there are people.
And as these campaigns reach more young people, they’ll be harder for advertisers to reach, said Freedman.
If young people aren’t engaging online, they can be less likely to come to campaigns, he added.
So how do advertisers reach these audiences?
The biggest challenge, according to Johnson, is to engage the right audiences at the same time.
He says advertisers need the right social media tools, as the new campaigns are more effective when they are targeting younger consumers.
For starters, he recommends the company use a variety of different ad formats.
He also recommends targeting different demographics, such in-person events and events online.
For a campaign, he says, focus on the people you want to reach.
Another key way advertisers are targeting young audiences is through video.
While the new ad campaigns have been around for quite some time, Johnson says there is still room to improve in the way they are designed.
He suggests having a more nuanced message in the video, rather than a simplistic message like, “Go to Target.”
He also advises reaching out to people through text or email.
Some online ads also use real-time tracking.
For most online campaigns, it is crucial that the campaigns are well-timed to ensure there are no opportunities to manipulate or influence young people.
The ads also need to target those who are most likely to use the campaign and those who will be most likely engage, Johnson noted.
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