CAP: By The Numbers
2018, year of the billion
2018 was a monumental year for the CAP. Digital ads were shown over 1.4 BILLION times, reaching over 145 million consumers and driving 7.4 million website visits. Total annual visits to the AAO consumer website have increased significantly –a 311 percent increase when comparing total annual visits 2017 (1,819,477) versus 2018 (7,491,818), and a 1,730 percent increase when comparing 2016 (409,290) to 2018.
Why are visits to the website important? 90-95 percent of today’s consumers conduct research online before making any purchase decision – including an investment in some-thing like orthodontic treatment.The increase of traffic to our website tells us the CAP is successful at making the AAO more visible and easily found online; and more patients are being educated about the importance of seeing an orthodontist. With the robust amount of patient education materials on the consumer website, we want consumers to find it and learn the importance of seeing an orthodontist.
that feeling when…
The feeling that a beautiful, healthy smile brings is not always easy to describe in works, so a new AAO social media series is presenting it as an experience. More than 34 million consumers viewed the ads and short videos in the new AAO Facebook/Instagram series, “That Feeling When…” From September 2018 – March 2019, over 1.4 million viewers responded by spending time on the AAO consumer website, aaoinfo.org. That’s not all! The series is also running across other digital platforms. On Snapchat, for instance, the ads reached nearly 41 million consumers. Download the series, here.
TFW Facebook/Instagram series metrics from September 2018 – March 2019:
- Impressions: 176,247,758
- Reach: 34,551,761
- Engagements: 15,179425
CAP stats in Canada
At the start of this year, the AAO initiated an intensive social media campaign in Canada, targeting parents and other adults and using the “That Feeling When…” video series.
From January 1 – March 20, the CAP in Canada reached more than 3 million consumers and brought more than 157,00 to the AAO website. These results compare with Canadian results of 3.5 million and 21,000, respectively, for all of 2018.
|PROVINCE||TOTAL AD IMPRESSIONS||UNIQUE REACH||WEBSITE VISITORS||INCREASE ’18 to ’19|
|Prince Edward Island||193,188||32,767||671||1421%|
CAP stats in Puerto Rico
At the start of this year, the AAO also initiated an intensive social media campaign in Puerto Rico, targeting parents and other adults and using the “That Feeling When…” video series.
From January 1 – March 20, the CAP in Puerto Rico reached more than 18.5 million consumers and brought nearly 23,000 to the AAO website. These results compare with results in Puerto Rico of about 2,000 and 2,100, respectively, for all of 2018
increase in annual website visits, 2016 vs 2018