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Two new articles in AdWeek that address what the best choices are for marketers when it comes to reaching an audience seem to have the same basic answer: It isn’t either-or anymore, it’s both.
Andreas Goeldi in “Want TV-Level Ad Reach? The Solution Isn’t Facebook or YouTube. It’s Both” and Marty Swant in “Why Running Ads on Both Facebook and Instagram Is Likely to Be the New Normal” both approach the same problem, figuring out where your marketing dollars should go, from different angles.
Goeldi finds two levels of choice: TV vs. online ads, and within online ads, Facebook vs. YouTube, noting that one of the biggest reasons for keeping your marketing efforts on television, guaranteed reach, no longer applies. Goeldi’s own analyses, which tested “identical creative and targeting on both platforms … prove that the two platforms serve different but very complementary roles.”…
Marketers, If you Want To Reach Everyone, You’ve Got To Try Everything
