federal advertising

Every year, Market Connections’ Federal Media and Marketing Study helps companies meet their federal customer “where they are.” Whether it’s raining, snowing, sunny, hot or cold where they are, one thing we can forecast for sure, Weather.com and AccuWeather.com are among the most frequently visited digital sites by federal workers year after year.

New this year, we also found that weather apps are the most downloaded mobile applications with an average of one out of five federal workers having these apps on their mobile device.

These results cause us to joke internally that, “Weather is King!” Does this mean you should advertise on these sites or wrap yourself around these apps?

While we know all those federal eyeballs are staring at the skies, weather sites (and apps!) may not be the most effective marketing channels to reach your government audience. While they are among the most visited and downloaded, you need to consider the goals for your advertising before investing. If your goal is an introduction and top-of-mind awareness, maybe it is. If you are being measured on the depth of understanding that an agency has of your product, weather may not rule your advertising spend.

Websites like Weather.com and those who advertise there clearly understand their reach. The volume of advertising on these sites is unrivaled. If you decide to allocate your advertising dollars on these populated sites, you must ask yourselves, “How can I stand out from the other advertisers?” Differentiation is difficult in advertising and especially among federal contractors. (Watch our webinar: Differentiation in a Federal Market: How Do You Stand Out?) Don’t waste broad-reaching dollars on something that will look like every other ad.

With federal marketing budgets often tight, it’s important to prove ROI. Do you have data that can help you make intelligent decisions about where to advertise? Whether you’re purchasing ad space to broaden awareness, or targeting media properties that attract a specific agency, location, or product type, expert marketers look to data to help them make these decisions.

Each year the Federal Media & Marketing Study provides information about the media habits of federal workers from an aggregate (overall) to granular (specific audiences) level. Understand what sites they’re visiting, publications they’re reading, radio stations they’re listening to or news shows they’re watching. Our study results help you weather through tough decisions and better forecast your ROI in the most effective way possible.

Join us on October 31 to hear this year’s results and receive a complimentary overview (Register here). Need the data sooner? Consider a subscription to the 2019 dashboard, available at last year’s price for a limited time and access data from 2016-2018 immediately, and the 2019 data as soon as it’s available (subscribe today).

As federal marketers, we sometimes forget that our audience are not just federal decision makers and influencers, but regular people who watch the same TV shows, visit the same social media sites, visit the same websites and have the same media habits as the rest of us. Feds are people too! With that in mind, the 10th annual release of the Federal Media & Marketing Study wanted to ask about their habits when it came to how they responded to advertising… and more importantly work-related advertising.

federal advertising

From 2018 Federal Media & Marketing Study

To our surprise, and the relief of many, at least six out of ten respondents had seen work-related advertisements in both websites they visit for work reasons and personal reasons, and four out of ten specifically saw work-related advertising in their personal social media – a sign that advertising targeting (or re-targeting) is viable in this market. This was further reinforced during a discussion with our excellent agency panelists at the recent study release breakfast. The blurring of the lines between work and personal lives provides a great opportunity to reach decision makers with work-related content in their personal sphere.

The big question is, “Are they clicking on this advertising?” Yes, yes and yes! Nearly six in ten have clicked on work-related ads on websites they visit for work and for personal reasons, and nearly half click through on personal social media (even when it’s not LinkedIn!).

What does this mean for our government contractor clients and those trying to reach federal audiences? In addition to federal media placement, you may want to invest in targeting and re-targeting on social media and websites feds are visiting for personal reasons.

How do you know what websites you should focus on? Where should you invest your digital advertising dollars? What websites are feds visiting most?

With three years’ worth of data on the media habits of the federal audience, the Market Connections Federal Media & Marketing Study dashboard can help marketers develop a sound advertising and marketing strategy based on solid research. Among many features of the newly updated and easy-to-use dashboard, marketers can analyze which digital websites their audience is visiting by agency, agency type, location, job function or even purchase area to help them make decisions on media buys for advertising and sponsored content.

If the federal audience is important to your business, a subscription to this dashboard will help you hone in on your federal market strategy and increase the ROI of your federal marketing investments

Learn more and subscribe to the dashboard.

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