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Cultural Compass: New Industry Marketing Benchmarks Cultural Compass: New Industry Marketing Benchmarks

Cultural Compass: New Industry Marketing Benchmarks


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% 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.


Performance Max

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


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.

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?


Download the Cultural Compass Study

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