Question 1

Which ad platform gets the most attention from consumers?

Accepted Answer

Social platforms (Facebook, Instagram, TikTok) capture the highest raw attention volume with the widest reach, but that attention is highly fragmented with short trust half-lives of 2–3 days. Search platforms (Google) capture lower volume but higher-intent attention. Local platforms like It's Buzzing have the longest trust half-life at 18 months because reviews and word-of-mouth persist.

Question 2

What is CPM and what is a good CPM for small business advertising?

Accepted Answer

CPM (cost per thousand impressions) is how much you pay for 1,000 ad views. For small businesses, good CPM ranges are: Facebook $6–$12, Instagram $8–$14, Google Display $2–$8, YouTube $10–$30, radio $5–$15, and local platforms $3–$10. Lower CPM is better for awareness; higher-CPM channels like Google Search often have better conversion intent.

Question 3

What is trust half-life in advertising?

Accepted Answer

Trust half-life is how long an ad impression influences purchasing decisions. Social media ads have a trust half-life of 2–3 days. Google Search ads last about 7 days. Word-of-mouth referrals and customer reviews — the foundation of It's Buzzing — have a trust half-life of 12–18 months.

Channel Entity	Sentiment Index	Ad-Load Density	Engagement Ratio	Trend
Facebook	78%	High	3.2%	↑ +2.1%
Instagram	82%	Medium	5.8%	↑ +4.3%
TikTok	89%	Medium	8.7%	↑ +6.2%
LinkedIn	71%	Low	2.1%	↑ +0.8%

Attention Map