Thursday, 18 October 2012 08:55

Advertising Consumption - How it is Changing

The way consumers are digesting content is changing, and changing rapidly. More and more individuals are using their mobile devices – tablets and smartphones - to view content. For advertisers, analyzing this advertising consumption could mean changes to how they gather information, create and deliver their message.

A recent article from Advertising Age discusses digital versus mobile, describing the current mobile model for delivering content and advertisements to be along the lines of the digital model, only at a poorer level. Many publishers have been unprepared for the rise in mobile consumption with it growing drastically in the past 12 months and becoming a sweet spot for digital advertising. Mobile visits are up to 20-30% of overall traffic, and according to The New York Times there has been a 95% increase in revenue for mobile advertising and 14% increase for digital in the first half of 2012. It is in publishers' best interest to evaluate their marketing strategy and their efforts towards mobile.

Mobile and digital advertising is also changing when it come to television. Viewers are more often going to their computers and tablets to keep up with their favorite shows. Video on Demand (VOD) is beginning to play a large role in how people view television and video. They no longer have to remember to set their DVR because many programs are becoming available online for the consumer to view on their own schedule.

So what does this mean for TV Networks and advertisers? The way it looks now, it could be a big advantage. With DVRs you are able to record your show, watch it whenever you want and fast forward through all the commercials. With VOD, the ability to fast forward is no longer there and advertisers are beginning to track viewership and devise plans to get their message out. For companies and networks this means more relevant content for viewers, whereas with DVR they had no control over the content.

Nielsen has also taken notice of this changing trend. Last year the company rolled out their Online Campaign Ratings to gather demographic information for online ad campaigns. Now, they  recently launched their Cross-Platform Online Campaign Ratings which will measure where people viewed an advertising campaign either on TV or digitally as well as the overlap between the two.

For TV networks and advertising agencies, this means a much better way of tracking and getting information. The entertainment category is said to be a large source of where mobile ads are coming from so with the able to track what viewers given all the VOD and online streaming abilities, it should allow advertisers to plan and spend for ads more accurately and hit the right consumers.

What all these changes truly mean and how to best market to the consumer on these mobile platforms may take time, but it it something advertisers need to consider when planning and executing campaigns.

Choosing the right format for your advertising can be a challenge. FiG can help define your audience and make sure your message is delivered in the best way to reach your consumer. Contact us today to see how we can help you.