We break-down the most cost effective and impractical advertising mediums. Where should you be investing and focusing your marketing budget in 2014? We did the research.

1. The Most Cost Effective
Advertising Platforms

2. Cost of Advertising
Last month Brian Carter wrote a blog post
for the brilliant SEO people at Moz, breaking
down the cost of advertising per platform
across both traditional and rising digital
mediums.
The results, indicate that in terms of costs
online advertising is by far the most cost
effective method of reaching the masses.
While stimulating, it made the HH Global
marketing team stop and think about the
bigger picture.
Sure, online is much cheaper than
newspaper advertising, but how far do
online messages resonate in comparison to
its older, more traditional alternatives?

3. Cost to Reach An Audience of 1000 People

4. Cost of Advertising
Advertising across traditional platforms is
far from dead. The cost of a 30-second
advertisement in the Super Bowl hit $4
million dollars last year – a reflection of the
demand and competition to fill that half
time space.
Those advertisers are putting $4M aside for
televised advertising, not PPC, so it would
be foolish to jump to conclusions about any
potential online advertising superiority
based on cost alone.
On the next slide we can see the apparent
effectiveness of various advertising types on
buying decision, based on a survey
conducted by Twist Image.

5. Effectiveness

6. Cost of Advertising
By looking at this we can see that the
aforementioned Super Bowl comparison
holds-up well when looking at television’s
influence on consumers. That being said, at
47%, online advertising certainly looks like
an effective method of advertising.
All in the good name of research, we got our
calculators out and did some maths.
By combining the above two sets of data we
were able to create a new chart that
outlines the effectiveness of each platform
per $1 spent. This seems like a much better
way of fairly assessing the cost effectiveness
and the emotional effectiveness of each
advertising platform comparatively.
So here are the 2014 HH Global advertising
rankings:

7. Number of People Positively Affected per $1

8. Cost of Advertising
Talking about the superiority of online doesn’t
seem to be completely unjustified after all.
However, it’s worth noting that while
consumers deem online effective, the true cost
effectiveness of PPC is down to the digital
marketer and their targeting.
An online food retailer may reach more people
in a Google AdWords display network campaign
for a low price – and some of those that see it
may be positively affected by the ad - but how
many dollars do you waste for every person
you reach that’s 100% in the correct market?
Clearly online advertising can resonate when
done well, but we have to question how many
marketers squeeze absolutely everything out of
their PPC campaigns.
What do you think?