Within three years, mobiles and tablets will have become a more important advertising platform than traditional television. According to a study by Nielsen in collaboration with the Association of National Advertisers, practically all clients, media and marketing agencies consider that tablets (99%) and mobiles (98%) are going to be very or quite important screens for advertisers in 2016.
On the other hand, only 75% of that Jordan Mobile Database surveyed say the same about traditional television. Computers, for their part, will take a back seat (85%), behind mobile devices.
There is an important nuance, television connected to the Internet does not have the same prognosis, but the advertising industry considers that it will gain in importance and compared to the 47% who think that today it is relevant, there is 85% who estimate that its relevance will be big for years to come.
Interestingly, in light of this study, smartphones are already more important today than television (86% versus 82%) in terms of advertising importance. Although not in terms of income. Television generated [US] $ 63.8 trillion for advertisers last year, compared to a mere 3.4 trillion for mobile ads.
Respondents have expressed their interest that television adopts certain digital practices and vice versa, that digital platforms approximate in some respects the possibilities that traditional television offers advertisers. For example, 82% of respondents would like better segmented TV ads and 74% would like results to be measured in real time. At the other extreme, 75% would like online media to use audience measurements like GRP.
Although the current study deals with the importance of one or another screen, the truth is that companies know that the Brother Cell Phone List tendency is to combine them all so that the message is as effective as possible. At least 88% of those surveyed believe so.
Although currently only 20% of advertising campaigns have been designed from the beginning for more than one screen, Nielsen forecasts that by 2016 almost half of the campaigns will be multiscreen. The main challenge now is to unify the measurements and that the metrics are the same for all channels.