Take Your Advertising to the Next Degree with Optimum Media
While there is no doubt that COVID-19 impacted colleges, enrollment numbers since 2022 for both public and private colleges and universities have been on the rise. In fact, by 2031, total undergraduate enrollment is projected to increase by 9% since 2021, making it a crucial time to adopt innovative advertising strategies.
In today’s competitive educational landscape, connecting with prospective students requires more than traditional outreach methods. Colleges must embrace innovative advertising strategies that resonate with the unique lifestyles and interests of the next generation of students.
Whether you’re looking to promote academic offerings or differentiate yourself from other institutions, all while attracting prospective students, a partnership with Optimum Media can help you reach prospective students across all connected devices.
Mobile Advertising: Engaging Students on Their Favorite Device
Think about how often you see an 18-34-year-old without a phone in their hand. Sixty-one percent of this demographic spends over 20 hours on their smartphone weekly. Smartphones are indispensable devices and are constant companions to prospective students, keeping them connected to friends, family, and the world around them. From staying updated on social media (88% are users) and viewing digital video (95%) to accessing educational resources and managing their schedules, mobile phones play a crucial role in students’ daily lives.
Mobile advertising offers a direct line to prospective students’ fingertips and can take many forms, including video, display, and social media advertising.
One simple mobile solution is our proprietary AdMessenger mobile platform. Engage prospective students with smartphone tap-to functions via scrolling text ads. AdMessenger runs on mobile web inventory and more than 15,000 apps and delivers over five times the engagement rate compared to traditional mobile banners. AdMessenger is just one of the ways we can help you connect with prospective students via mobile devices.
TV Advertising: The Power of the Big Screen
While traditional live TV may be less popular with younger demographics, many ways exist to reach prospective students on the big screen. Seventy-four percent of 18-24-year-olds consider themselves engaged sports fans. With recent record-breaking seasons for the NFL, NCAA Football, March Madness, and MLB, there is no denying that many still tune in for live sports and major events.
However, it’s no secret that streaming is growing exponentially, with 84% of adults aged 18-29 now making streaming TV their default choice for watching video. Also notable, 2 out of 3 viewers prefer ad-supported streaming over ad-free. Coming back to sports, 34% of 18-24-year-olds subscribe to streaming platforms strictly to gain access to exclusive sports content. Seventy percent of these same sports streamers say they are likely to watch even more sports due to their streaming subscription.
With over 81% of the US population tuning in and spending over 48 minutes a day watching, YouTube can be a fantastic platform to reach prospective students searching for an extensive range of content, from educational tutorials to entertaining vlogs. Nearly half (45%) of all YouTube viewership occurs on TV, propelling the platform from digital-only into a major streaming service. Twenty-three percent of all users fall within the 19-25 age group, making it YouTube’s largest age group.
Multiple Touchpoints
The key to reaching prospective students and boosting enrollment is understanding their active presence across various platforms such as social media, streaming services, mobile apps, and traditional TV. Your challenge is reaching them effectively across these different touchpoints, but this is where Optimum Media shines. We look forward to creating a multiscreen ad campaign that reflects prospective college students’ unique lifestyles and diverse interests, ensuring that it resonates and stands out.