Tablets and Mobile Phones – Not TV – Forecast to be Most Important Screens for Advertising

November 5, 2013

NielsenANA-Importance-Screens-Advertising-Vehicles-Nov2013In 3 years’ time, mobile phones and tablets will be more important advertising screens than the traditional TV, according to [download page] respondents to a survey from Nielsen and the Association of National Advertisers (ANA). Almost every single one of the client-side marketers, media sellers and agencies surveyed feel that tablets (99%) and mobile phones (98%) will be very or somewhat important (top-2 box score on a 5-point scale) advertising screens in 2016, compared to three-quarters feeling the same way about traditional TV. The computer screen (85%) will also take a backseat to mobile devices, per the survey respondents, while connected TV will become a lot more important than it is today (85% vs. 47%), possibly picking up the slack for the traditional TV screen.

Interestingly, more respondents rank the mobile phone as important (86%) than traditional TV (82%) today, with tablets (81%) almost on par with TV in terms of advertising importance. Obviously, advertisers aren’t putting their money where their mouths are – last year, TV advertising revenues were an estimated $63.8 billion. Mobile ad revenues were $3.4 billion. So it may take a while before mobiles are the primary screens in terms of revenue.

Meanwhile, respondents believe that TV should adopt online practices – and vice versa. Most commonly, respondents want TV to adopt targeted/addressable advertising (82%), behavior-based planning/buying (74%), and real-time measurement (74%). They want online to adopt TV practices such as brand lift measures (83%), audience measures such as GRPs (75%) and less fragmentation around buying and selling (74%).

In terms of TV ad formats, while standard TV commercials are currently considered by most respondents when pursuing integrated multi-screen advertising opportunities, respondents believe that branded entertainment and sponsorships are the best-suited for multi-screen campaigns.

About the Data: The Optimizing Integrated Multi-Screen Campaigns survey was conducted online, by ANA and Nielsen, during July and August 2013 among a total respondent sample of 274 people. This sample was comprised of 119 client-side marketers drawn from the membership of the ANA, as well as 80 media sellers and 75 agencies drawn from Nielsen’s proprietary database. The respondents surveyed have an average of 17 years of experience in the marketing/advertising industry.

For the purposes of the survey, “integrated multi-screen campaigns” were defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media.

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