I’ve always wondered why a company, big or small, would use a hashtag or a Facebook page as part of their advertisements. It doesn’t make sense.
A domain name is the one digital brand asset that you have complete control over!
I was glad to see this article, backed by research and data, pointing out that hashtags are waning in television advertising. Advertising Executives seemingly continue to forget the lessons shown by this data. Put better, they don’t seem to realize how important domain names are in their overall strategy.
Some of the high points (in case you can’t read the article: it is a subscription service):
“TV advertisers have vastly expanded their attempts to drive people to their websites but are rarely pushing hashtags anymore, according to a study of more than 500,000 commercials since 2012 by iSpot.tv, which closely tracks ads on TV.
The biggest change was the increase of brands urging customers to visit a domain, from 1.6 billion in 2014 to approx. $3 billion this year.
“…advertisers have gotten smarter…”
Unfortunately they seem to learn the hard way. Here are a few stats also from the article:
Use of Hashtags in national ads:
2012 = 2%
2014 = 8%
2016 = under 2% again
Read the story… (may require a subscription)| Source: Ad Age | Date posted: 7/19/2017