Since our inception we have been closely monitoring the performance of all popular advertising channels and formats to help our clients make informed decisions based on their objectives. Each year we analyse results from all our clients campaigns to benchmark each channel across 6 datapoints, measuring everything from how many people the channel reaches through to how easy the channel is to work with.
2023 has been a tough year for businesses running ads with most reporting poorer performance due to the global economic slowdown but under the surface it has been a positive year for advertising with significant improvements being made by niche platforms. Although so far a small step, it gives a real indication of a challenge to the Google-Meta duopoly that has dominated advertising in recent years.
At the top of the table, Google Search has pipped Meta to the post and reclaimed our number one spot for the first time since 2019. Google’s addition of Performance Max into their core product has given them an increase in both reach and direct response performance, while Meta remains held back by their renowned lack of meaningful customer support, making the experience of advertising on their platform a continual challenge.
Other notable movers include X (Twitter) which has moved up due to an increase in value for money, thought to be due to big advertisers moving away from the platform. TikTok falls back one position due to a decrease in expected performance as competition on the platform increases.
Check out the full table below.
About The Scores
We rank each platform from 0-100 based on the criteria given in the table above. These scores are assigned based on both data driven analysis, looking at real world campaigns that have been live in the past 12 months, our own opinion of how these channels are currently performing, and insights about how they are likely to change in the coming months.
- Reach: how many people use the platform(s) that each ad type has access to.
- DR Performance: expected performance for a direct response campaign.
- Brand Performance: expected performance for an engagement or brand awareness based campaign.
- Usability: how easy is it to launch and manage campaigns, including aspects like how user friendly the interface is, uptime of the management tools, the amount of hands on effort required to manage campaigns, and the resource required to prepare creative assets.
- Support: quality of support when things go wrong or when technical assistance is needed, including response times and knowledge of support reps.
- Value: how much you get for your money, focusing primarily on the cost per thousand impressions on each platform as the fairest way to directly compare across various ad types.