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Advertise In Wilmington: Top 5 Articles Of 2022

Dec 14, 2022 12:10:57 PM / by Larry Julius

For Wilmington, Delaware area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $11.3 billion at retail. 
 
What has changed during 2022, however, is how adults in the Wilmington area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Wilmington, many local business owners have found the articles posted at www.AdvertiseInWilmington.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics Online Advertising, radio advertising, digital advertising, best way to advertise in wilmington, advertising options, internet advertising, how to advertise, advertising in wilmington, 2022

Advertising In Wilmington: Is Online Marketing Enough?

Oct 23, 2022 11:16:21 AM / by Larry Julius

According to Nielsen, 558,721 adults in the Wilmington, Delaware 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 Wilmington area adults in the market to buy their goods and services, businesses spent $430 million 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 Wilmington 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 Wilmington 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 Online Advertising, radio advertising, digital advertising, internet, internet advertising

Digital Advertising In Wilmington: How To Get Found Online

Sep 30, 2022 1:44:02 PM / by Larry Julius

Last year, $425 million in marketing was spent online to reach Wilmington, Delaware 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 Wilmington consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 51.2% of Wilmington 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 Wilmington 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 social media advertising, Online Advertising, website traffic, digital advertising, website visits, social media, online shopping, google, internet, internet advertising, sem, seo

Political Advertising In Wilmington: Campaigns Go Over The Top

Aug 22, 2022 11:02:51 AM / by Larry Julius

According to Nielsen research, 464,000 people in the Wilmington, Delaware 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 WDPN, WPPX, KYW, WCAU, and WHYY, has decayed by 10%.

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Topics political advertising, television advertising, Online Advertising, digital advertising, political rate card, political, ott, ctv, streaming video, SVOD, avod, local television, internet advertising

Advertise In Wilmington: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 1:40:43 PM / by Larry Julius

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Despite an abundance of media options, Wilmington, Delaware radio reaches the most consumers every week. 

According to Nielsen, every week 501,249 adults tune in to their favorite Wilmington stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Wilmington radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 24.9% of all consumers who listen to a Wilmington radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 11.3% of a station's total audience is listening on a device other than a traditional receiver.

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Topics Streaming Audio, Online Advertising, radio advertising, digital advertising, internet, streaming media, internet advertising, am/fm radio, online radio advertising, online radio

How To Create A Podcast For A Wilmington Small Business

Mar 11, 2022 4:49:00 PM / by Jason Muth

If you're anything like the 416,300 Wilmington, Delaware area 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 77% 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 Wilmington 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 Wilmington with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics Small Business Advertising, Best Way To Advertise, Online Advertising, small business owner, small business, digital advertising, small business marketing, wilmington small business owners, best way to advertise in wilmington, internet, podcast, internet advertising, podcasting

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

Feb 21, 2022 4:30:22 PM / by Larry Julius

Right now, at least one of the 19,142 small businesses located in the Wilmington, Delaware 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 New Castle might think it would be clever to use 'March Madness' in its commercials on Wilmington radio to promote a big spring sale. A non-profit in Edgemoor feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Boothwyn 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 Wilmington 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 Streaming Audio, social media advertising, television advertising, Online Advertising, digital advertising, ott, ctv, streaming video, streaming media, internet advertising, sem, search engine marketing, display advertising, streaming TV, intellectual Property, trademark, copyright

How Much Time Do Wilmington Consumers Spend Watching Streaming TV?

Feb 17, 2022 10:50:27 AM / by Larry Julius

Every week, 397,000 Wilmington, Delaware area adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Tri-state consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.0% of Wilmington households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Wilmington consumers are spending more-and-more time engaged with streaming TV.

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Topics television advertising, digital advertising, cable television, cable tv, ott, ctv, streaming video, SVOD, avod, cable, advertising options, internet, streaming media, internet advertising, streaming TV

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

Jan 21, 2022 10:48:39 AM / by Larry Julius

Wilmington, Delaware area business owners are expected to spend $197 million 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 Wilmington'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 Wilmington area consumer is served more than 1700 of these ads per month.

Video advertising in Wilmington is forecast to account for 21% 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 Wilmington 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 Millennials, Streaming Audio, social media advertising, Online Advertising, digital advertising, borrell associates, social media, streaming video, advertising options, internet, ad spending, streaming media, internet advertising, search engine marketing, display advertising

Wilmington Small Business Owners Guide To OTT & CTV Advertising

Dec 15, 2021 3:40:43 PM / by Larry Julius

It used to be, when a small business owner wanted to advertise on television in Wilmington, the only option was to advertise on Philadelphia stations like WDPN, WPPX, KYW, WCAU, and WHYY. But slowly, the number of options has expanded to include cable channels provided by Xfinity, DISH, DirecTV, and Verizon FIOS.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Deleware 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, 95.1% of Wilmington households own a device capable of receiving streaming video.

In all, says Nielsen, 379,077 Wilmington 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 Wilmington adults as local TV and local cable.

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Topics television advertising, digital advertising, pay-TV, cable television, cable tv, ott, ctv, streaming video, cable, internet, local television, streaming media, internet advertising

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