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Social Media Advertising In Tampa Bay: Should A Business Pay?

Apr 12, 2022 7:56:53 AM / by Ali Ahmed

According to Nielsen, 2.2 million adult consumers in Tampa Bay use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Tampa Bay business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both Tampa Bay consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 76.7% of Tampa Bay consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics small business, small business owner, tampa small business owners, facebook advertising, instagram, twitter, social media advertising, small business advertising, borrell associates, social media, small business marketing

Online Advertising In Tampa Bay: How Much Will Be Spent in 2022?

Jan 20, 2022 6:08:41 PM / by Larry Julius

Tampa Bay area business owners are expected to spend $1-billion advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Tampa Bay's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Tampa Bay area consumer is served more than 1700 of these ads per month.

Video advertising in Tampa Bay is forecast to account for 21% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

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Topics Streaming, Streaming Audio, digital advertising, online advertising, social media advertising, millennial parents, borrell associates, social media, OTT, streaming video, ad spending, advertising options, streaming television, internet advertising, streaming media, streaming TV, search engine marketing, sem

Recruitment Advertising In Tampa Bay: Best Way To Reach Job Candidates

Jan 7, 2022 4:10:27 PM / by Larry Julius

There are 123,853 small businesses in the Tampa-St. Petersburg-Clearwater, FL Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Tampa Bay area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Tampa Bay's "passive" job candidates.

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Topics radio advertising, recruitment advertising, passive job seeker, radio recruitment advertising, social media advertising, online job boards, social media, job boards, employment advertising, help wanted, active job seekers, monster.com, indeed, zip recruiter

Does The Facebook Name Change Affect Tampa Bay Advertisers?

Oct 29, 2021 3:22:03 PM / by Larry Julius

Every month, 3.2 million adults in Tampa Bay use social media, according to Nielsen. Seventy-five percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Tampa Bay than watch local TV stations. Only Tampa Bay radio and local cable reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Tampa Bay area businesses are expected to spend $311 million on social media advertising, a 29.9% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Tampa Bay businesses that advertise on Facebook?

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Topics tampa radio, facebook advertising, instagram, facebook, twitter, social media advertising, borrell associates, social media, LinkedIn, metaverse, meta

How Often Are Tampa Bay Consumers Online?

Jul 15, 2021 4:26:56 PM / by Larry Julius

Nearly 96% of Tampa Bay adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow West Florida consumers to go online whenever they choose, which, for some adults, is always.

The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In total, 85% of consumers say they connect at least one time every day.

So, how are Tampa Bay consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Tampa Bay consumers each month.

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Topics small business, small business owner, Streaming, Streaming Audio, best way to advertise, tampa small business owners, online advertising, social media advertising, small business advertising, borrell associates, social media, small business marketing, OTT, streaming video, avod, svod, online shoppers

How Much Time Do Tampa Bay Consumers Spend Online?

Jun 4, 2021 3:32:37 PM / by Larry Julius

According to Nielsen, 2.5 million adults in the Tampa Bay area have access to the internet, equivalent to 95.7% of the population. On average, local consumers are spending 9.68 hours per week online.

Tampa Bay millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Tampa Bay's 25-39-year-old consumers are clocking 12.7 hours connected to the internet.

So, how are Tampa Bay consumers spending their time online?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Tampa Bay consumers each month.

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Topics Streaming, Streaming Audio, best way to advertise, digital advertising, online advertising, social media advertising, social media, OTT, CTV, streaming video, online shoppers, internet

Help Wanted: The Best Way To Recruit Qualified Workers In Tampa Bay

May 6, 2021 2:51:58 PM / by Larry Julius

The number of job openings in the Tampa Bay area has exceeded pre-pandemic levels, according to the Bureau of Labor Statistics.  Businesses of all sizes are adding employees in a big way, according to the ADP Research Institute, but still, large numbers of positions remain unfilled.

With the Florida unemployment rate still around 5%, Tampa Bay business owners wonder why they are having difficulty attracting applicants for open positions.

According to a recent article posted in The Economist, there are two major reasons why many sidelined workers aren't anxious to come to work. The first is fear.

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Topics radio advertising, recruitment advertising, passive job seeker, radio recruitment advertising, white collar workers, social media advertising, blue collar, online job boards, social media, job boards, employment advertising, active job seekers, monster.com, LinkedIn, indeed, zip recruiter

Advertise in Tampa Bay: How Local Consumers Use The Internet?

Feb 25, 2021 2:54:21 PM / by Larry Julius

Tampa area business owners are expected to invest $1.2-billion during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 95.2% of adult consumers in the Tampa area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-four percent of Tampa Bay adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, small business owner, tampa small business owners, advertise in tampa bay, digital advertising, online advertising, facebook advertising, instagram, facebook, social media advertising, small business advertising, social media, small business marketing, OTT, CTV, avod, svod, online shoppers, internet

Is Advertising On Twitter Right For Tampa Bay Small Business Owners?

Jan 12, 2021 9:52:58 AM / by Larry Julius

How important is Twitter to Tampa area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Tampa Bay Times yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Tampa's consumers.

According to Nielsen, only about 15% of adults in Tampa Bay use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that Tampa Bay small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics small business, small business owner, best way to advertise, radio advertising, tampa small business owners, facebook advertising, instagram, facebook, twitter, social media advertising, small business advertising, social media, small business marketing

Online Advertising In Tampa Bay: How Much Do Local Businesses Spend?

Dec 15, 2020 8:23:05 AM / by Larry Julius

Over 95% of Tampa Bay adults have access to the internet, according to Nielsen. Almost 65% of these consumers spend more than five hours a week connected.

Nielsen reports that Tampa Bay consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Tampa Bay internet users go online each month

  • Social Media: 75%
  • Online Banking: 53%
  • Weather: 51%
  • Maps/Directions: 46%
  • Product Reviews: 39%
  • Current Events: 31%
  • Restaurant Reviews: 30%
  • Sports Scores/News: 26%
  • Job Search: 16%
  • Real Estate: 12%

And, of course, there is shopping.  Over the past three months, according to Nielsen, 76.7% of Tampa Bay consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Tampa area businesses will spend $706 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics small business, small business owner, radio advertising, tampa small business owners, online advertising, social media advertising, small business advertising, borrell associates, e-commerce, social media, small business marketing, OTT, CTV, email marketing, email advertising, online shoppers

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