Cultural Compass: New Industry Marketing Benchmarks

EXPLORE THE NEW REPORT

This is the debut release of 2024 Cultural Compass: Digital Marketing Benchmarks to Guide Arts and Cultural Institutions, with findings drawn from the 2023 digital advertising data from 150+ arts organizations across the United States and Canada. We focused on the metrics we are asked about the most, and sought to provide insights along the way on why they each matter.

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81%

Impressions

81% of advertising dollars are spent on mobile impressions on paid search. This is compared with 71% of advertising dollars spent on desktop impressions in Google Grant accounts.

17%

Performance Max

Only 17% of organizations are using Google’s Performance Max, despite its incredibly strong results.

51%

Meta Active Users

People of all ages are still active on Meta platforms – 51% of users reached with paid Meta content were between the ages of 18 and 44.

Page View Rate Cost Per Acquisition

PVR Across Platforms and Organization Size

Understand the Data
Multiple page views can be attributed to one user, as this metric is looking at views across an organization’s full website. This means that the “page view” metric gives us deeper insight into how would-be patrons are engaging with the full campaign experience, including their journey on your website.

CPA Across Platform and Organization Size

Understand the Data
Lower CPAs on Google indicate paid search’s efficiency when it comes to driving purchases, as search is driven by user intent. The particularly low CPAs on Google for large organizations may also indicate Google’s machine-learning strengths in maximizing overall conversions.

Why This New Study FoCUS?

One of the questions we hear most often from our clients is, “What is the industry/client benchmark for this?” This new study directly addresses this curiosity and answers some other frequently asked questions like:

✓ How does my media spend compare to my peers?
✓ What’s the most effective way for me to diversify across additional digital channels?
✓ What can I learn from the work of other organizations that share my region, budget size, and genre?
✓ How successfully is my content driving ticket sales and engaging audiences?

ACCESS ALL INSIGHTS

Download the Cultural Compass Study

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