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Research Outline

Prepared for Megan | Delivered January 8, 2020

Media Consumption Habits of Advertisers

Goals

To find information on the media consumption habits of advertisers in specific industries i.e. automotive, Consumer Packaged Goods (CPG), entertainment, and pharmaceutical advertising industries. Media consumption habits to be identified will include 1. Where these advertisers receive their news i.e. what news sites are they politically aligned in a specific direction?, etc.,
2. What social sites these advertisers are active on i.e. Instagram, Facebook, LinkedIn, Reddit, Twitter, etc, 3. Are they active on mobile, desktop, and/or tablet? , and 4. When are they often online? i.e. evenings, mornings, all day, etc.

Early Findings

Advertiser Websites

  • Three of the most popular websites for advertising news include Adage, Adweek, and the Drum.
  • Additional resources that have plenty of advertising industry news include Ads of the World, Ad Forum, Marketing Week, and Marketing Dive.

Social Media

  • The number of active advertisers on Facebook grew from 3 million in the first quarter of 2016 to 7 millions in the third quarter of 2019.
  • These advertisers "were using the social networking platform to promote their products and services."
  • In terms of the social media websites that advertisers are active on, it was concluded that from the number of active advertisers, Facebook is one of the networks that advertisers are active on.

Next Steps

  • We will focus research on advertisers in the target industries i.e. automotive, Consumer Packaged Goods (CPG), entertainment, and pharmaceutical advertising industries in our search for media consumption habits.