When you walk the street, it’s difficult not to see people who
are staring at their smartphones. I am also guilty of his. Consumers continue to
ditch television and switch all their content viewing habits to mobile. There
are skeptics out there who don’t believe smartphones and tablets will ever
outrun TV, however numbers suggest otherwise. Millward Brown reported that each
day, consumers are spending 147 minutes on their smartphones, 113 minutes
watching TV, 108 minutes on laptops, and 50 minutes on tablets. Bob Dorfman,
creative director at Baker Street Advertising, predicts that mobile will
eventually become the predominant screen.
As a result of this trend, an increasing amount of advertisers
are moving their advertising spending to mobile. Facebook and Twitter both saw double-digit
gains in their mobile sales figures per quarter. According to eMarketer, mobile
ad spend is projected to hit $19 billion this year and $58 billion by 2018. This
is a huge change compared to several years ago when television advertising was
still king.
A positive outcome of the growth in mobile is the increase
innovation within this mobile advertising space. In order to capture the
increased dollar spend, mobile companies are introducing newer, easier ways to
advertise on their sites and platforms. For example, Facebook just introduced
Atlas, which helps marketers track their campaigns on Facebook across
smartphones, tablets and desktops. Google is planning on offering rich media
ads for mobile.
Measuring impressions from mobile viewing has also become an
important component of evaluating performance of advertising campaigns. To make
it easier for advertisers to evaluate the overall performance, Nielsen is
expected to pitch to TV networks a measurement tool that will pair mobile views
with TV ratings. Mobile is definitely becoming
a large player in the advertising space.
Source: AdWeek
No comments:
Post a Comment