When developing a robust PSA marketing campaign strategy, the challenge – and also the opportunity – is to strike the optimal balance between broadcast TV & radio, digital & social media that not only reaches an organizations’ target audience, but also fits within budget parameters. In today’s media landscape, a blended media approach is vital to campaign success.
Every year, Connect360 analyzes reams of television and radio airings that ultimately show the value and effectiveness of PSAs. This year, we took it a step further and analyzed all 2017 digital and social media campaigns, which clearly shows the impact digital marketing has with increasing and organizations’ ROI. Here’s a quick peak at some of the results generated by Connect360 campaigns in 2017!
- 9 million broadcast PSA airings
- 13 billion impressions
- $507 million in donated media values
- 8 million digital media streams delivered
In analyzing a vast amount of campaign metrics, our analyses generated insights on the top websites where content is placed, most popular demographic profiles targeted for Internet focused campaigns and the most widely used spot length for video & audio pre-roll. On the broadcast side, C360 data confirmed that the vast majority of PSA broadcast airings occur during waking hours, dispelling a common misconception that PSAs air only in the overnight hours when most are sleeping. Plus, many of these airings occur within the top 50 markets of the country!
For a detailed look at each completed analysis, please check out our Infographics:
About Connect 360
Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.