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Digital ad costs rise as the audience move to the channel

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A new study by the Adobe Digital Index (ADI) shows how audiences are moving and how marketers are reacting.

A new study by the Adobe Digital Index (ADI) shows how audiences are moving and how marketers are reacting. For instance, the cost of digital media is rising as advertisers increase their demand for these effective channels:

Inside the digital media social is showing power as a discovery mechanism, at least for travel and retail:

Meanwhile, website traffic is increasingly coming from smartphones. While the app-vs-browse debate rages we see that consumers are using both apps and mobile browsers to get to websites:

When they’re seeing ads, consumers are spending some, but not a lot, of time:

Finally, marketers need to get in touch with their audiences. They have an inflated opinion of their content compared to the audience. When asked if their materials were appropriately targeted they were 20% higher than consumers:

For digital health marketers it’s important to stay on top of these trends as our audiences continue their shift to digital.

Source: CMO.com

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