Digital Connect February 21, 2025
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Welcome to DCW Media’s February 21st edition of Digital Connect, our bi-weekly rundown of platform updates and marketing trends affecting our industry.
Platform Updates
TikTok is back for now in the Apple and Google app stores, a cautiously optimistic sign for the video powerhouse. DCW was an early adapter for the platform, with experience in verticals such as fashion, higher education, and home improvement. We expect traffic to continue to rise on TikTok as long as it’s available in the US. It's a great way to generate awareness and web traffic while also driving lower-funnel activities such as lead submissions and other conversions.
Instagram has changed its preferred image size to 1080x1350 pixels/4:5aspect ratio. Advertisers and brands need to be aware of this change to put their best foot forward and maintain consistency with their paid and organic efforts.
Reddit continues to steadily grow in terms of revenue and users. The popular social app now has over 100million active daily users. Reddit is a great fit for many offers as it lends authority and expertise to any message. DCW maintains a close working relationship with the platform, and we run multiple campaigns. Ad types include in-feed images and videos, as well as in-thread image ads. Its pages also have the added bonus of placing quite high in Google search results.
DCW now has a relationship with a CTV partner, Locality, enabling us to offer expanded CTV opportunities, including on-screen pause ads and live streaming sports. Sports packages are very flexible and can be built by teams, events (such as March Madness, Olympics), or league.
Vertical Trends & Opportunities
Long Island's MacArthur airport is starting a major expansion. While they may or may not already be engaged in media efforts around the expansion, other regional airports (think Asheville, New Haven, Providence, etc.) have been booming, an opportunity for campaigns highlighting expansions, routes, and other perks. Airport digital efforts could include geo-fencing, DOOH, and more.
HVAC is an area ripe for opportunity given continuing harsh winter weather. DCW already services a major B2B HVAC company, but residential HVAC contractors can always benefit from social media, CTV, and SEO to stay competitive. We even maintain a great relationship with Nextdoor, enabling us to deploy lead-generation ads on a hyper-local platform.
Senior Housing is another area of opportunity given its continued growth and rising use of digital media. According to this article, about half of senior housing operators expect to increase their marketing budgets, with SEM and social media among the top channels.
