US Survey of College Paid Digital Ad Marketing Practices for 2023-2024 Featuring Google, Bing, Facebook, Instagram, TikTok, YouTube, Snapchat, LinkedIn and Twitter - ResearchAndMarkets.com

The "Survey of College Paid Digital Ad Marketing Practices" report has been added to ResearchAndMarkets.com's offering.

This report looks closely at how colleges are using paid ads from Google, Bing, Facebook, Instagram, TikTok, YouTube, Snapchat, LinkedIn and Twitter. The study provides specific data on 2023-24 academic year spending on each of these services, and forecasts for the upcoming year. In addition, it furnishes data on the percentage of total add spending accounted for by digital ads, and total digital ad spending for the 2022-23, 23-24 and projected for the 24-25 academic years.

Survey participants also discuss what they most like or dislike about each platform, and their plans for future use of each one. The report helps its readers to answer questions such as: how much should we spend on digital ads? Which platforms should we use? How do our peers assess the various platforms? Which platforms are accounting for a rising share of expenditures?

Data in this 141-page comprehensive report is based on responses from 62 higher education institutional participants; data is broken out by size and Carnegie class of college or university, by sticker price tuition level, and for public and private institutions. In addition, data is separated by some of the personal characteristics of the respondents, such as personal age or gender.

Just a few of this report's many useful findings are that:

• 16.13% of respondents had advertised on Twitter over the past three years.
• Mean 2023-24 academic year spending on Facebook ads for the colleges and universities in the sample was $69,336 with a median of $30,000.
• 77.78% of respondents from research universities had purchased paid advertising on LinkedIn over the past three years.
• 40.32% of respondents will maintain their digital ad spending constant over the next year.
• For colleges charging more than $40,000 annually in tuition, digital marketing accounted for nearly 73% of the overall paid marketing budget.
• Two thirds of respondents from MA/Doctoral level institutions planned to spend more or much more on YouTube ads in the upcoming year.

Key Topics Covered:

The Questionnaire

• Characteristics of the sample

Participant List

Summary of Main Findings

• Use of Facebook Ads
• Use of Instagram Ads
• Use of Twitter Ads
• Use of SnapChat Ads
• Use of Google Ads
• Use of Bing Ads
• Use of LinkedIn Ads
• Use of TikTok Ads
• Use of YouTube Ads
• Change in Use of Paid Digital Ads Over the Past Three Years
• Anticipated Change in Use of Paid Digital Ads Over the Next Three Years
• Most Effective Digital Ad Platform
• Least Effective Digital Ad Platform
• Spending on Digital Ads 2022-23 Academic Year
• Spending on Digital Ads 2023-24 Academic Year
• Expected Spending for Digital Ads 2024-25 Academic Year
• Paid Digital Marketing Expenditures as a Percentage of Total Budget for Paid Advertising
• Number of FTE Staff Devoted Largely to Digital Marketing Efforts
• Change in Staff Time Spend on Paid Digital Marketing
• Plans to Change Staffing Levels for Paid Digital Marketing
• Spending for Facebook Ads 2023-24 Academic Year
• Spending Plans for Facebook Ads
• Spending for YouTube Ads 2023-24 Academic Year
• Spending Plans for YouTube Ads
• Spending on Instagram Ads 2023-24 Academic Year
• Spending Plans for Instagram Ads
• Spending on Snapchat Ads 2023-24 Academic Year
• Spending Plans on Snapchat Ads
• Spending on Bing Ads in the 2023-24 Academic Year
• Spending Plans for Bing Ads
• Spending on Google Ads 2023-24 Academic Year
• Spending Plans for Google Ads
• Spending on TikTok Ads 2023-24 Academic Year
• Spending Plans for TikTok Ads
• Use of Digital Advertising Consultant

Companies Featured

• Facebook
• Instagram
• Twitter
• SnapChat
• Google
• Bing
• LinkedIn
• TikTok
• YouTube

For more information about this report visit https://www.researchandmarkets.com/r/lml6fx

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