Advertisers Chase Younger Viewers on Instagram, YouTube, and Amazon

appsA new study from business consultancy Mannatt-Vorhaus has found that younger adults (ages 18 – 34) tend to consume more video on their smartphone than on TV. According to the study, approximately 67 percent of people in this age group watch online videos every day, and 72 percent of them say they do it on their smartphones at least once per week. At the same time, only 43 percent of all adults surveyed said TV was their primary source of entertainment. When looking only at younger adults, however, only 29 percent said TV was their main go to for entertainment.

The one silver lining, however, is that TVs themselves are not obsolete for this group (at least not yet), with more than half of the respondents saying they watch subscription video on demand services (Netflix, Hulu, etc.) on internet-connected televisions.

Of course, this is probably no surprise to anyone, but if you’re looking for proof in numbers, then look no further than ad spends on some key digital channels. Specifically, Instagram, YouTube, and Amazon all saw year-over-year ad spend growth in Q2 2019. Instagram, which is owned by Facebook, saw an 85 percent Y-o-Y increase in ad spend this year; YouTube saw a 43 percent increase in Y-o-Y ad spend; and Amazon saw a 12 percent growth in ad spend for Sponsored Products listings (ads that appear in both search results, as well as category and product listings). And while Amazon’s growth rate isn’t as impressive, it can measure the direct impact of ad spend on sales, showing a 102 percent increase in sales for Sponsored Products. Its Sponsored Brands ad units also showed a 53 percent sales increase.

Important to note: Ad spend on the main Facebook site grew a relatively modest eight percent last year, signifying that marketers are perhaps cooling to the social network as some of their users have started dipping into other platforms.

From a media buying perspective, of course, you have to always ask yourself where your customers are and if you’ll get the type of reach you want. It might be cool to have some nice looking video ads on Instagram, for example, but it does you no good if your core audience isn’t using that platform.

That said, as audiences age and new platforms arise (and fall), it’s essential to stay on top of trends like these so when you do want to reach them you’ll understand where and how.

Or you can call us to get help! We’re always focused on finding the right channels to reach our clients’ customers, and that includes staying up to date with what’s happening in digital media and elsewhere.


What they're saying

I had the pleasure of working with Capital Media in a previous job, so when I was ready to run a brand campaign in my new company, I only wanted to work with Alan Reisberg and his stellar team. Not only does...Read more

Rebecca Chanin, Marketing Director, JK Moving Services

It is so refreshing to work with an advertising agency that sees the value in breakthrough visibility, out of the box originality, and fully integrated marketing solutions. At a time when our industry is...Read more

Dahn Burke, Digital Sales Manager, W*USA-TV | Gannett | CBS |

The Jiffy Lube Washington Area Co-op has worked with Capital Media for over 20 years and for good reason. Their media buying strategies, negotiation skills, and exacting attention to detail on follow-up to...Read more

Dale Smith, President, Jiffy Lube Washington Area Co-op

Capital Media played an important role in the effectiveness of our Gulf Coast Spay/Neuter Project, a marketing campaign to reduce pet homelessness in Mississippi and Louisiana. Their expertise coupled with...Read more

Cory Smith, Senior Director of Pets for Life, The Humane Society of the US

For over six years, Alan Reisberg and the team at Capital Media have played an integral role in the success of our B2B and B2G advertising initiatives. As a small business in a very competitive marketplace, we...Read more

Juli Zeffert, Director of Marketing and Communications, Iron Bow Technologies

Over the past 20+ years in my dealings with Capital Media I have found them to define professionalism. Our group members are from a diverse professional background, with large variations in advertising...Read more

Carl Merewitz, Steering Committee Member, Washington DC Area AAMCO Dealers

Capital Media has been doing business with Comcast Spotlight in Baltimore for quite a few years and we value them as friends as well as business partners. I have always appreciated and respected the ability of...Read more

Jim Dolan, Regional Sales Manager, Comcast Spotlight, Baltimore

Cap Media, best f**ken g-d damn media buyers in the most important city in the world! If you’d prefer, I can slap together a more boring testimonial from the brain – rather than from the heart.

Dana Siller, Director of Corporate Marketing, Jerry’s Subs & Pizza

I have used Capital Media for the entire 22 years I have been at the helm of Maryland International Raceway. They have their hand on the pulse of the media in the Washington market and I know my events receive...Read more

Royce L. Miller, President, Maryland International Raceway

Capital Media has been a valued partner of ABC 7/WJLA-TV’s for many years. Capital Media has earned a solid reputation as a media savvy, client-centered agency, focused on results. They approach their...Read more

Tim Dotson, Sales Manager, WJLA-TV

Our experience with Capital Media has been outstanding. It transcends a typical vendor relationship – being more of a partnership. Alan is genuinely vested in the performance of our business as is evidenced...Read more

Steve Freishtat, President, Next Day Blinds Corporation

I couldn’t imagine doing my job without Capital Media. They are true partners providing guidance and advice every step of the way. I trust them completely and couldn’t imagine implementing our marketing...Read more

Rich Handloff, Director of Consumer Marketing, The Washington Post

Alan’s experience comes through in every discussion, yet he delivers strategies like a trusted family doctor, rather than a slick agency guy. He’s flexible, professional and always working to get more for...Read more

Brad Buyce, EVP, Coyne