Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

CHART 2

Medium Usage in Campaigns by Campaign Type

N = Mixed (34), B2C (58), B2B (46)

Mixed B2B and B2C

Mostly or entirely B2C

Mostly or entirely B2B

85%

Email

76%

80%

85%

Social media advertising

78% 78%

85%

Digital display advertising

59%

63%

56%

Direct mail

64%

35%

56%

Paid search (e.g., Pay-per-click)

52%

48%

35%

22%

SMS/Text

9%

18%

5%

CTV/OTT

2%

9%

3%

Other

7%

Insight: In this study, B2B campaigns rely most heavily on email, followed closely by social media advertising. B2C campaigns rely most on social media advertising followed closely by email. Split or mixed campaigns (B2B/B2C) rely equally on digital display advertising, email, and social media advertising, with direct mail and paid search a distant second.

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