Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

Most study participants (82 percent) leverage multiple media types in their campaigns. Multi-Channel Orientation

CHART 1

Medium Usage in Campaigns

N = 138

80%

80%

67%

52%

51%

21%

7%

6%

Email

Social Media Advertising

Digital Display Advertising

Direct Mail

Paid Search (e.g., Pay-per-Click)

SMS/Text

CTV/OTT

Other

Which of the following media types do you typically include in your campaigns that use multiple media types? Please select all that apply.

Insight: Social media advertising now challenges email for the most-used campaign medium. Social media advertising usage has seen a 26-point increase from the 54 percent usage in the previous study, and email an eight-point increase. All media have seen an increase from the previous study, with digital advertising almost doubling usage from 35 percent to 67 percent. Only SMS/text showed virtually no increase. CTV/OTT appears in the study for the first time this year, so no comparison data is available.

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