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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

How Often Are Boston Consumers Online?

Jul 15, 2021 2:14:44 PM / by Larry Julius

More than 95% of Boston adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow New England consumers to go online whenever they choose, which, for some adults, is always.

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 total, 85% of consumers say they connect at least one time every day.

So, how are Boston consumers spending all this time connected to the internet?

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, small business owner, small business marketing, online advertising, social media advertising, small business, small business advertising, streaming audio, ott, ctv, streaming video, SVOD, AVOD, online shopping

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

Grab A Larger Share Of Boston's Accelerating Retail Spending

Mar 4, 2021 10:35:53 AM / by Larry Julius

Boston area consumers are expected to spend upward of $68-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Boston radio.

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Topics retail, radio advertising, small business owner, small business marketing, small business, small business advertising, retail sales, retailer, retail store, online shopping, retail spending

Advertise in Boston: How Local Consumers Use The Internet?

Feb 25, 2021 12:20:30 PM / by Larry Julius

Boston area business owners are expected to invest $1.7-billion during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 95.8% of adult consumers in the Boston area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-seven percent of Boston adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business owner, small business marketing, online advertising, social media advertising, advertise in boston, small business, facebook advertising, instagram advertising, digital advertising, small business advertising, facebook, ott, ctv, AVOD, online shopping, internet

5 Key Advertising Stats Boston Small Business Owners Should Know

Feb 22, 2021 8:48:30 AM / by Larry Julius

Since 1921, advertising on Boston radio has helped small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Boston business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Boston radio.

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Topics retail, best way to advertise, reach, roi, small business owner, small business marketing, small business, small business advertising, return on investment, retailer, retail store, web traffic, website vistiors, in-car audio, radio commercials, listening location, advertise on boston radio, online shopping

Small Business Advice: 5 Facts About Advertising On Boston Radio

Dec 17, 2020 7:20:00 AM / by Larry Julius

Local radio came to Boston on September 19, 1921, when WBZ signed-on. The station was owned by Westinghouse Electric. The debut broadcast was from the Eastern States Exposition in Springfield, perhaps the first-ever radio-remote.

For almost 100 years, small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Boston radio remains a dependable way to make cash registers ring.

Here are five facts every Boston Small business owner needs to know about local radio in 2020.

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Topics best way to advertise, radio advertising, small business owner, small business marketing, small business, advertise on radio, small business advertising, time spent listening, advertise on boston radio, online shopping, education

Online Advertising In Boston: How Much Do Local Businesses Spend?

Dec 14, 2020 2:46:29 PM / by Larry Julius

Over 95% of Boston adults have access to the internet, according to Nielsen. Almost 70% of these consumers spend more than five hours a week connected.

Nielsen reports that Boston consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Boston internet users go online each month

  • Social Media: 77%
  • Weather: 60%
  • Online Banking: 59%
  • Maps/Directions: 50%
  • Product Reviews: 48%
  • Sports Scores/News: 43%
  • Current Events: 42%
  • Restaurant Reviews: 37%
  • Real Estate: 19%
  • Job Search: 17%

And, of course, there is shopping.  Over the past three months, according to Nielsen, 77.5% of Boston consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Boston businesses will spend $1.7 billion for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics radio advertising, small business owner, small business marketing, online advertising, social media advertising, small business, business-to-business, small business advertising, e-commerce, ott, ctv, email marketing, email advertising, online shopping

What Is The Best Way To Reach Online Shoppers In Boston?

Nov 17, 2020 7:59:22 AM / by Larry Julius

Boston shoppers are expected to spend a record $12.5 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 82.1% of Boston consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Topics retail, best way to advertise, radio advertising, online advertising, digital advertising, advertise on radio, retail sales, retailer, retail store, web traffic, website vistiors, e-commerce, advertise on boston radio, online shopping, attribution

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