Content Consumption Trends: College Education
Spectrum’s contextual targeting platform monitors content consumption trends with up to 18-months of previous data. This is becoming increasingly important due to how COVID-19 has impacted all types of content we consume every day. Taking a look at our college education segment, we can see that content spiked this time last year as students prepared for school. The most popular articles being consumed included the most valuable college majors, benefits of joining professional organizations at school, and tips for understanding financial aid.
This year, as some students prepare to head back to college, COVID-19 is one of the top topics being consumed within our college education segment. As coronavirus continues to re-surge, there are many articles discussing fall semester plans for major universities. The other popular topic for this year is around virtual education and resources for taking free college courses online.
By this time next year, we know that college education content consumption will be different again, whether universities will host in-person classes or switch to more online learning depending on how COVID-19 impacts this year’s schooling. This proves that content consumption isn’t static and fixed, so a static and fixed approach for using context to target your audience won’t work effectively. Understanding the benefits of aligning with real-time content consumption allows your brand to connect with your target audience when they’re in the right mindset to engage with your message. If you have a campaign reaching college students or their parents, contact us to learn more.
To read about other COVID insights our Spectrum platform has uncovered, head over to these posts: