The study made it clear the open web is more widely read by consumers, with four times as many Americans saying they will increase their open web usage over the next 12 months than those who plan to decrease it. Comparatively, U.S. consumers largely plan to spend less time on Facebook and Instagram in 2020.<\/strong>Here\u2019s what brands need to know about advertising on the open web before they evaluate their spend:<\/p>\n\n\n\nReason 1: Consumers are in the right mindset for advertisers on the open web<\/strong><\/h3>\n\n\n\n
It\u2019s not just that people spend more time on the open web than the walled gardens, it\u2019s how they spend that time. When asked about their state of mind, 58% of consumers report they are \u201ccurious and in a mood to learn more\u201d on the open web \u2014 the right state of mind for an advertiser. Meanwhile, less than a quarter of people feel the same about their time on Instagram and Facebook. When looking at Facebook, a quarter of people said they are most likely \u201czoning out and not paying attention,\u201d while less than 1 in 10 people say this about the open web.<\/strong>Consumers also look to the open web for higher quality content, an obvious boon to marketers. Seventy-four percent of people trust articles on open web news sites more than what they see on the walled gardens, and the open web outranked Facebook, Instagram and YouTube combined when respondents revealed where they turn first for high-quality content.<\/p>\n\n\n\n
Most importantly, advertisers should know what people are trying to accomplish with their time on the open web. When asked where they go first for information on a business or products to buy, more than 80% of people said the open web. Similarly, when people are exploring gift ideas, 74% start their search on the open web.<\/strong>Reason 2: Consumers prefer open web advertising to what\u2019s served in walled gardens<\/strong><\/p>\n\n\n\nWhen asked where they are most likely to find relevant ads, or where they see the most impactful ads, the open web ranks higher than Facebook, Instagram, YouTube and Amazon.<\/p>\n\n\n
\n
When asked where they are likely to see an ad that will drive an immediate purchase, Amazon ranks as the top choice, which is no surprise \u2014 many folks logging into Amazon are already thinking about a purchase. After Amazon, almost two-thirds of people say the most likely place they will see an ad that will drive a purchase is the open web, more than doubling the number of those who cited Facebook, Instagram and YouTube as their next pick.<\/strong>It\u2019s indisputably true that Facebook, YouTube and other walled gardens are great advertising environments. They are proven, effective channels and should continue to be an important part of the media mix going forward.<\/p>\n\n\n\nThat said, it is vitally important we begin to think outside that particular box. The open web represents a comparatively untapped opportunity for valuable reach and engagement with a customer group that is receptive to learning more about your business. It is up to advertisers to use this unprecedented time to do something unprecedented with their ad spend.<\/p>\n","protected":false},"excerpt":{"rendered":"
These are challenging times for retailers and CPG brands. Whether the company has a brick-and-mortar presence or is strictly online, long-standing and long-successful strategies demand to be re-evaluated in current circumstances. Some businesses already have or plan to cut back on marketing and advertising. For those that hold steady, it\u2019s worth taking a closer look […]<\/p>\n","protected":false},"author":37,"featured_media":62926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/62990"}],"collection":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/comments?post=62990"}],"version-history":[{"count":1,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/62990\/revisions"}],"predecessor-version":[{"id":64186,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/posts\/62990\/revisions\/64186"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/media\/62926"}],"wp:attachment":[{"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/media?parent=62990"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/categories?post=62990"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.openx.com\/wp-json\/wp\/v2\/tags?post=62990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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