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Advertising In Boston: Is Online Marketing Enough?

Oct 19, 2022 2:32:38 PM / by Larry Julius

According to Nielsen, 4.1 million adults in the Boston 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 Boston area adults in the market to buy their goods and services, businesses spent $2.9 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 Boston 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 Boston 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 radio advertising, online advertising, digital advertising, internet, internet advertising

Digital Advertising In Boston: How To Get Found Online

Sep 30, 2022 10:15:21 AM / by Larry Julius

Last year, $2.9 billion in marketing was spent online to reach Boston 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 Boston consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 55.1% of Boston 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 Boston 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 online advertising, social media advertising, digital advertising, web traffic, website vistiors, online shopping, internet, internet advertising, sem, social media, seo

Political Advertising In Boston: Campaigns Go Over The Top

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

According to Nielsen research, 3.3 million people in the Boston 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 WCVB, WHDH, WBZ, WCVB, WGBH, and WFXT has decayed by 10%.

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Topics online advertising, television advertising, political advertising, digital advertising, television, political rates, ott, ctv, streaming video, SVOD, AVOD, local television, internet advertising

How To Create A Podcast For A Boston Small Business

Mar 11, 2022 2:29:55 PM / by Jason Muth

If you're anything like the 1.3 million Boston 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 67% 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 Boston 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 Boston with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics best way to advertise, small business owner, small business marketing, online advertising, small business, digital advertising, small business advertising, podcasts, internet, internet advertising, podcasting

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

Feb 21, 2022 1:50:44 PM / by Larry Julius

Right now, at least one of the 212,351 businesses located in the Boston area 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 Framingham might think it would be clever to use 'March Madness' in its commercials on Boston radio to promote a big spring sale. A non-profit in Dedham feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Saugus 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 Boston 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 online advertising, social media advertising, television advertising, writing a commercial, digital advertising, streaming audio, radio commercials, ott, ctv, streaming video, internet advertising, Streaming TV, streaming media, display advertising, search engine marketing, sem, intellectual property, trademark, copyright

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

Jan 20, 2022 12:20:35 PM / by Larry Julius

Boston area 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 Boston'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 27% 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 Boston area consumer is served more than 1700 of these ads per month.

Video advertising in Boston is forecast to account for 22% 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 Boston 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 online advertising, millennials, social media advertising, digital advertising, streaming audio, streaming video, ad spending, advertising options, internet advertising, streaming media, display advertising

Boston Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 1:15:29 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Boston television, there were only a few options including, WCVB, WHDH, WBZ, WGBH, and WFXT. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and RCN.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to New England 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, 95.6% of Boston households own a device capable of receiving streaming video.

In all, says Nielsen, 2.8 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 online advertising, television advertising, digital advertising, television, PAY-TV, Cable TV, ott, ctv, streaming video, local television, internet advertising, Streaming TV, streaming media

Advertise In Boston: Top 5 Articles From 2021

Nov 29, 2021 9:55:37 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Boston consumers are on track to spend $72-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, Boston area business owners are expected to spend $3.2 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 Boston 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 AdvertiseInBoston.com.  

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

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Topics radio advertising, advertising reach, advertise to women, online advertising, social media advertising, television advertising, how to advertise, advertise in new england, effective advertising, digital advertising, advertise on radio, small business advertising, recruitment advertising, advertising on a budget, advertising on radio, advertise on boston radio, advertising options, business-to-business advertising, internet advertising, advertising roi

Streaming Video Terms For Boston Small Business Owners

Sep 20, 2021 4:51:12 PM / by Larry Julius

Boston business owners are expected to spend $511,032,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 25% higher than in 2020.

Streaming video advertising expenditures are accelerating as Boston consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Boston, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics online advertising, digital advertising, streaming audio, television, Cable TV, ott, ctv, streaming video, local television, internet advertising, Streaming TV

How Much Time Do Boston Consumers Spend Online?

Jun 4, 2021 2:05:41 PM / by Larry Julius

According to Nielsen, 3.8 million adults in the Boston area have access to the internet, equivalent to 95.6% of the population. On average, local consumers are spending 11.65 hours per week online.

Boston millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Boston's 25-39-year-old consumers are clocking 14.8 hours connected to the internet.

So, how are Boston consumers spending their time online?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Boston consumers each month.

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Topics best way to advertise, online advertising, social media advertising, digital advertising, streaming audio, ott, streaming video, online shopping, internet

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