Testing New Ad Channels for Digital Marketing

Implementing the right mix of online advertising is crucial for powering effective digital marketing campaigns. While traditional channels like search and display ads still see high returns, exploring emerging ad platforms can help you reach wider audiences and boost marketing outcomes.

Testing new advertising channels requires some initial investment but offers the potential for significant gains by tapping into underserved demographics and niches. Here are some advertising mediums to consider testing:

Snapchat Ads

Snapchat currently boasts over 310 million daily active users, with the majority being younger demographics that are trickier for brands to reach through traditional channels.

These ads run in a full-screen Snap format directly within the app. Also, you can create multiple ad variations, set daily budgets and choose between app installs, website clicks.

Pinterest Ads

Pinterest serves as a visual discovery engine where people search for and save ideas for projects, purchases and inspiration. Also, the platform now has over 400 million monthly active users.

Pinterest ones include Pin ones displayed directly on Pins and Promoted Tabs for showcasing entire collections of related content. Also, you can optimize campaigns toward actions like conversions, website traffic and app installs.

TikTok Ads

TikTok has reached over 1 billion monthly active users worldwide – mostly younger Generations Y and Z.

These ads allow you to tap into the large user base through a variety of in-feed advertising formats that resemble regular TikTok content. Also, you can promote brand hashtags, target specific locations and interests.

Connected TV Ads

Connected TV advertising refers to promoting your brand on internet-connected devices like Smart TVs. This fast-growing ad channel provides access to large audiences that are highly engaged with programming.

CTV ads run in a similar format as traditional TV spots. Platforms like Amazon enable you to create campaigns, set frequency caps, target user segments based on demographics and interests, and measure results.

By testing advertising channels you may discover valuable opportunities to drive previously untapped traffic, leads and conversions. While incorporating niche platforms requires strategizing messaging and creatives for specific demographics, the benefits of reaching audiences could unlock growth for your digital marketing.

Start small by setting limited budgets and timelines, test different ad formats and creative styles, and measure key performance metrics to determine which emerging channels provide the highest returns for your business.