This time, we thought we’d make a statement on digital advertising by promoting ourselves in obscure magazines. Specifically, the sort that cover pressing topics like drainage, teddy bears, and Emus.

Why? Because they’re still more targeted than your average social media ad.

We’ve always liked effectively targeted advertising at Bango. We’re also fond of social platforms like TikTok, Instagram and YouTube, but marketers simply aren’t taking advantage of the targeting features offered by these ad tools. As a result, their campaigns don’t reach the people who’ll buy their products.

While running our obscure print ads, we also analyzed over 5000 ad impressions on popular short-form video platforms. What we found disturbed us, but we weren’t surprised. It turns out that despite one in four marketers now using short-form videos for advertising, over 90% of ads displayed to users aren’t relevant to their interests. 

With global ad spend projected to top $1 trillion for the first time next year, marketers could waste a staggering $92 billion of their video ad spend in 2024 alone. 

Next to this, our obscure magazine ads start to look a bit better.

So, does that mean we have to embrace old school promotions and ditch digital advertising? Not at all. 

TikTok, Instagram Reels and YouTube Shorts can all work – they just need to be used correctly.

Here’s where Bango Audiences come in. Our purchase behavior targeting platform analyzes payment insights from billions in consumer spending across major e-commerce retailers.

These are delivered as customized audiences that are plugged straight into your social media campaign targeting. 

That means your ads go to the consumers most likely to convert. No more wasted ad spend. No more declining ad revenues. Just targeting done right.

Head over to our Second Worst Ad campaign to learn more.