According to Nielsen, 421,864 adults in the Augusta, Georgia area have access to the internet. Eighty-six percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Augusta area adults in the market to buy their goods and services, businesses spent $333 million in 2021 on digital adverting, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

This mammoth pool of online advertising dollars targeted at Augusta consumers is being spent on a variety of digital resources including search engine marketing (SEM), search engine optimization (SEO), display ads, video ads, audio ads, email, and social media. Each of these tools can precisely target consumers who are currently in the market to buy whatever it is a business is selling.

Most forms of online advertising are designed to compel Augusta consumers to click on a digital ad that will transport them to the website of a company that sells whatever it is consumers are in the market to buy.  Is investing only in digital advertising enough to drive sales for a local business? 

Many marketing experts believe that online advertising needs to be part of a broader marketing strategy to be successful.

Last year, $333 million in marketing was spent online to reach Augusta, Georgia area consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach CSRA consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 47.4% of Augusta adults are spending 10-plus hours during an average week online. Furthermore, 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 all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Augusta business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

According to Nielsen research, 297,000 people in the Augusta, Georgia area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WJBF, WRDW, WCES, WAGT, and WFXG has decayed by 10%.

Despite an abundance of media options, Augusta, Georgia radio reaches the most consumers every week. 

According to Nielsen, every week 391,000 CSRA adults tune in to their favorite Augusta stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Augusta radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen estimates that 29.2% of all consumers who listen to an Augusta radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 11.3% of a station's total audience is listening on a device other than a traditional receiver.

If you're anything like the 362,800 Central Savannah River Area (CSRA) consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 75% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Augusta business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Augusta with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

Right now, at least one of the 17,149 businesses located in the Central Savannah River Area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Evans might think it would be clever to use 'March Madness' in its commercials on Augusta radio to promote a big spring sale. A non-profit in Aiken feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Martinez believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a CSRA small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

Every week, 289,000 Central Savannah River Area (CSRA) adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Augusta, Georgia area consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.2% of CSRA households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Augusta consumers are spending more-and-more time engaged with streaming TV.

Augusta, Georgia area business owners are expected to spend $121 million 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 CSRA 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 Augusta area consumer is served more than 1700 of these ads per month.

Video advertising in the CSRA is forecast to account for 23% 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.

It used to be so simple. When a small business owner wanted to advertise on Augusta television, there were only a few options including, WJBF, WRDW, WCES, WAGT, and WFXG. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and WOW!.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to CSRA consumers. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 95.2% of Augusta area households own a device capable of receiving streaming video. 

In all, says Nielsen, 297,500 Augusta area consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many CSRA adults as local TV and local cable.

Based on projections from the National Retail Federation (NRF), Central Savannah River Area (CSRA) consumers are on track to spend $8.1-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Augusta area business owners are expected to spend $169.9 million to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many CSRA business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInAugusta.com.  

Here are the top five most-read articles on the site in 2021:

According to Nielsen, 21.8% of CSRA consumers listened to or downloaded a podcast during the past 30 days.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Augusta, Georiga area consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Augusta area consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

Since 1930 when WRDW-AM signed on, CSRA small business owners have been advertising on Augusta radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 109,000 consumers in Augusta have a smart speaker in their homes, according to Nielsen. This is 28% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

CSRA consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Augusta radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

Augusta, Georgia area business owners are expected to spend $27,969,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 26.9% higher than in 2020.

Streaming video advertising expenditures are accelerating as CSRA consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Augusta, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

According to projections based on Nielsen data, 437,000 adults in the Central Savannah River Area (CSRA) have access to the internet, equivalent to 95.7% of the population. On average, local consumers are spending 9.86 hours per week online.

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

So, how are CSRA 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 CSRA consumers each month.

Each week, according to Nielsen, 68.4% of Central Savannah River Area consumers watch video programs that aren't delivered over-the-air by local TV stations.  They aren't coming from a local cable company or by satellite.  Instead, these programs are being streamed directly to viewers via an internet connection.

This type of streamed video content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes are often used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In the Augusta, Georgia area, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

Facebook usage has swelled since the onset of the Covid-19. 

According to Nielsen, before the current chaos, 62% of Central Savannah River Area adults used Facebook each month. This was significantly fewer than were reached by local radio or television each week.

According to the New York Times, however, since the start of the Coronavirus, daily Facebook traffic has increased by 27%. This compares to 33% growth in the amount of time consumers spend listening to local radio during a similar period.

Based on the surge in Facebook consumption, Augusta area small business owners might be tempted to purchase advertising on the social media platform to augment their regular, free postings. Here are are few facts these businesses should consider before investing.

The chaos created in The Central Savannah River Area by the onset of Coronavirus has been a disruptive force among consumers. 

Work routines, buying habits, family life, and media consumption have all been palpably affected. These are all factors that need to be considered by small business owners who continue to advertise their goods and services during the crisis.

Before the current chaos, advertising on Augusta radio, by any metric, was the best way a local small business could advertise.

For instance, pre-Coronavirus, 412,000 adult consumers tuned-in to an Augusta radio station every week. This is significantly more than watched local TV, read a newspaper, accessed social media, or streamed audio from sites like Pandora and Spotify.

New research released from Nielsen indicates that amidst the current crisis, listening to local radio remains little changed. This is great news for those CSRA small business owners who are depending on advertising for their long-term survival.

March is the biggest single month for used car sales in The Central Savannah River Area. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $21 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $58 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in the CSRA.

Although most Augusta area used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 72,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $210 million used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Augusta radio.

As Valentine's Day sales begin to dwindle, that's when Central Savannah Area small business owners start thinking about Mom.

Mother's Day, which happens on the second Sunday of May, is second only to Christmas in terms of holiday spending. Last year, CSRA consumers spent more than $5.9-million celebrating the women in their lives. That number is expected to grow again in 2020.

To claim a significant share of this Mother's Day cash, local retailers and restaurants will need to advertise.  By almost every key metric, advertising on Augusta radio is the best choice.

Over 100,000 consumers in the Central Savannah River Area now own a smart speaker. Ownership of these devices, including Amazon Echo and Google Home, has grown five-fold since the beginning of 2017.

According to Adobe Analytics, significantly  more consumers are asking Siri and Alexa to play music than any other activity.

Many CSRA small business owners depend on Augusta radio to advertise their goods and service. So, how does the use of smart speakers as an audio device affect their radio advertising's ability to reach local consumers? The answer is: none at all.

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for furniture stores in the Central Savannah River Area.

In 2019, local consumers in the Augusta area spent $219 million on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a CSRA small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.

Consumers in the Central Savannah River Area spent a record $638-million on home improvements in 2019. This level of spending is projected to drop modestly next year, according to Harvard University’s Joint Center for Housing Studies.

“Declining home sales and home-building activity coupled with slower gains in permitting for improvement projects will put the brakes on remodeling growth,” says Chris Herbert, the center’s managing director.

“However, if falling mortgage interest rates continue to incentivize home sales, refinancing, and ultimately remodeling activity, the slowdown may soften some.”

If Augusta area small businesses that sell home improvement products and services would like to continue to grow despite the softening market, then advertising will be required.

Advertising is critical to the success of every Central Savannah Rivera Area small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Augusta radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.