September, 2024 - Mason Interactive

Colleges and universities across the U.S. are grappling with declining enrollment, a trend fueled by demographic shifts, rising costs, and changing perceptions of higher education’s value. Here’s a look at the main factors driving this shift and what institutions can do to reverse it.

1. Shifting Demographics

High school graduates are projected to decline in the coming years, particularly in the Northeast and Midwest. This shrinking pool of traditional college-aged students is intensifying competition among institutions.

What Schools Can Do: Colleges should target non-traditional students, such as adult learners and career switchers, who often prefer part-time or online programs. Partnering with community colleges and recruiting international students can help fill enrollment gaps.

2. Changing Perceptions of Degree Value

With rising tuition and student debt, many prospective students are questioning whether a degree is worth the investment. A Gallup-Lumina survey found only 46% of U.S. adults now believe college degrees are worth the cost.

What Schools Can Do: To address this, schools need to clearly demonstrate the return on investment of their degrees by highlighting job placement rates, internships, and partnerships with employers. Offering hands-on training and “stackable credentials” that allow students to earn credits over time will also help.

3. Financial Barriers and FAFSA Delays

The simplification of the FAFSA process has caused delays, affecting many low-income and first-generation students who rely on timely financial aid to make college affordable. Rising tuition and student debt also contribute to hesitation about enrolling.

What Schools Can Do: Colleges should streamline financial aid processes and provide clear communication around aid options. Offering flexible payment plans and locked-in tuition rates can help ease financial concerns for prospective students.

4. Increased Competition from Alternative Education

Online platforms like Coursera and edX offer affordable and flexible certifications that many students are opting for instead of traditional degree programs.

What Schools Can Do: Institutions must emphasize the unique value they offer, such as networking opportunities, access to top-tier faculty, and personalized learning experiences. Creating micro-credentialing or executive education programs can also appeal to students seeking career advancement without committing to full degrees.

5. Mental Health and Wellness Concerns

The mental health crisis among students has worsened, with many postponing or abandoning education plans due to stress, anxiety, or depression. Nearly 60% of students report mental health challenges, according to the American Psychological Association.

What Schools Can Do: Institutions should offer comprehensive mental health services, flexible learning options, and foster supportive environments to help students balance their academic and personal responsibilities.

Conclusion

Colleges that adapt to these challenges by expanding their outreach, demonstrating the value of their programs, and supporting students’ financial and mental well-being will be better positioned to thrive in today’s competitive landscape. Institutions that innovate in these areas will attract and retain students despite the challenges posed by demographic and economic shifts.

As we move through 2024 into 2025, digital advertising is rapidly evolving, bringing new opportunities and challenges for businesses looking to connect with audiences. One key trend is programmatic advertising—an automated way of buying and selling ads online. Let’s explore how this is reshaping digital marketing and what it means for the future.

1. What is Programmatic Advertising?

Programmatic advertising uses technology to automatically buy and sell digital ads in real-time, making the process more efficient and targeted. Unlike platforms like Google or Meta, where ads are displayed within their ecosystems, programmatic advertising allows businesses to place ads across a wide range of websites, apps, and platforms, such as:

News Sites: Ads on sites like CNN or BBC.

Niche Blogs: Ads on specialized websites like fashion blogs or tech forums.

Streaming Services: Ads on platforms like Hulu or YouTube.

This broad reach helps brands optimize their campaigns and ensure their ads are seen by the right people, wherever they spend time online.

2. The Rise of Connected TV (CTV) Ads

Connected TV (CTV) ads are growing rapidly as more viewers stream content from services like Netflix or Hulu. These ads allow brands to reach audiences in a more personalized and engaging way. For example, while watching a cooking show, you might see ads for kitchen gadgets or meal kits tailored to your interests, making CTV ads an effective tool for connecting with specific audiences.

3. Privacy Concerns and Data Protection

As privacy concerns increase, the way companies use your data for advertising is changing. Traditionally, advertisers used “cookies”—small data files on your browser—to track activity and deliver ads. With growing awareness around privacy, companies are finding new ways to collect and use information responsibly.

Walled Gardens: Closed ecosystems like Google or Facebook aim to keep user data secure and use it for targeted ads without sharing it with outsiders. Ideally, these platforms balance privacy with effective advertising, but concerns remain about transparency and data use.

The Trade Desk: An alternative approach, The Trade Desk, operates across the open internet, allowing ads to appear on many websites and apps. It uses advanced privacy tools like Unified ID 2.0, a privacy-compliant identifier that ensures user data remains secure and anonymous. This method helps build trust while allowing advertisers to reach their target audiences effectively.

4. The Trade Desk: Expanding Access for Mason Clients

The Trade Desk offers unique advantages for clients like Mason Interactive, who seek to expand their digital reach:

Premium Inventory: Ads on high-quality sites and apps, beyond just Google or Meta.

Cross-Channel Reach: Advertise across mobile, desktop, and CTV.

Data-Driven Decisions: Advanced tools for analyzing ad performance and audience engagement, enabling more effective targeting and better ROI.

5. The Impact of New Technologies Like AI

Artificial intelligence (AI) is transforming digital advertising by helping companies understand consumer behavior and preferences, create more personalized ads, and detect fraudulent activity. However, AI also introduces challenges, such as changing search patterns that impact ad visibility.

6. What’s Next for Digital Advertising?

Key trends shaping the future include:

Commerce Media Expansion: Media networks beyond retail are using unique customer data for richer experiences.

Improved Measurement Tools: New tools help track success across multiple channels.

Data Clean Rooms: Secure environments for combining and analyzing data without privacy violations.

Digital advertising is transforming with new technologies, privacy rules, and changing consumer habits. Businesses that understand these trends can better connect with their audiences and achieve their marketing goals.

Earlier this week, we had the pleasure of attending Google’s Think Retail NYC, a major annual event held at the iconic St. John’s Terminal. As one of Google’s premier events, alongside Think Lead Gen and Google Marketing Live, it was packed with valuable insights to help retailers and marketers alike navigate the upcoming holiday season.

“Make Every Holiday Connection Count”

Jochen Heck, Vice President of Sales at Google, kicked off the event with a powerful keynote, emphasizing the importance of making every holiday connection count. This set the stage for a day full of strategic insights.

Session Highlights: “State of Retail: What to Expect This Holiday Season”

One of the most insightful sessions was the “State of Retail,” where economists discussed consumer sentiment and emerging trends. It was eye-opening to see how consumer behaviors are evolving, and these were the key takeaways:

Shifting Holiday Timelines: In 2023, the breakdown of Q4 sales revealed some surprising shifts:

29% of sales occurred in the pre-holiday period (October).

22% of sales happened during the “Early Holiday” phase (November 1st through the day before Thanksgiving).

Only 7% of sales were made during Cyber 5 (Thanksgiving through Cyber Monday).

36% of sales took place during the “Peak Holiday” period (Cyber Monday through Christmas Eve).

6% of sales happened in the “Post-Holiday” phase (Christmas through December 31st).

Looking ahead to 2024, three factors are likely to impact these trends:

The Presidential Election: The U.S. election will likely lead to elevated media consumption and potentially distracted consumers.

A Compressed Shopping Season: With five fewer shopping days post-Thanksgiving this year, the holiday season will be more compressed.

Changing Shopping Behaviors: Every day counts more than ever. Data from the session highlighted that:

During COVID, weekday sales outpaced weekend sales.

In 2023, weekend sales rebounded, with consumers spending more on average during weekends.

E-commerce is 1.4X more important during weekdays, accounting for 40% of sales on an average weekday, compared to 28% on an average weekend.

Key Takeaways

Post-election, half of the country may have a negative outlook, impacting consumer sentiment.

The shopping window is compressed, making every marketing effort count.

E-commerce plays a crucial role, especially on weekdays.

“Mastering the Holiday Mindsets: Drive Relevance and Boost Confidence”

The second presentation focused on driving relevance and boosting confidence for holiday success by understanding shoppers’ mindsets.

Generational Preferences: Shopping behaviors vary widely across generations. Gen Z and Millennials favor direct brand purchases, while Gen X leads in adopting new platforms like Temu. Boomers prefer department stores and discount retailers.

Pricing and Promotions: This year, pricing and promotions are more critical than ever. Consumers value a combination of price and quality, with promotions being 5% more important compared to last year. Competitive pricing and convenient shipping options are key to capturing consumer interest.

The Four D’s of Holiday Shoppers

The second presentation focused on driving relevance and boosting confidence for holiday success by understanding shoppers’ mindsets.

Deliberate Shoppers: These shoppers plan and seek clear product information. Early marketing and transparent communication are essential for capturing their attention.

Deal-Seeking Shoppers: Focused on finding the best deals, these shoppers value both discounts and high-quality products.

Determined Shoppers: This group is focused on making purchases and needs confidence in their choices. Early visibility and consistency throughout the season are crucial.

Devoted Shoppers: Loyal to their preferred brands, these shoppers expect personalized communication and relevant product recommendations based on their browsing history.

Key Takeaways

The second presentation focused on driving relevance and boosting confidence for holiday success by understanding shoppers’ mindsets.

Start Early: With a compressed shopping window, it’s important to begin marketing campaigns early and maintain visibility throughout the season.

Focus on Value: Offer a mix of price and quality, which resonates well with value-seeking consumers.

Personalize Experiences: Use consumer data to tailor communications and recommendations, fostering trust and relevance.

For the full data set and sources, please contact your Account Manager at Mason Interactive.