Alignment with Screens, Digital Execution and Smartphones
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It’s not about traditional and digital channels anymore. Instead, it’s simply more screens. Now more than ever, it’s important to align all of these screens. According to a recent eMarketer article, nearly half of brand advertisers and agencies feel that online video is most appropriately aligned with TV, while 40% believe online video should be more aligned with display advertising. These findings reveal that more advertisers are finding value in a multi-channel approach. Read More: Marketers Attempt to Align Online Video and TV Campaigns
A recent Digiday “State of the Industry” study found that marketing professionals today give themselves low ratings for a wide range of digital marketing capabilities. These less-than-ideal ratings stem from their struggles with technology complexity, multiple emerging channels and measurement. “Agencies ranked themselves lowest at delivery and execution.” This seems to be a common hurdle as the digital landscape continues to fragment and get even more complex. Execution should not stand in the way of creativity and innovation. Read More:Consumer Focus Is Lost in Ad-Tech Complexity
According to Nielsen, half (50.4%) of U.S. mobile subscribers own smartphones, up from 47.8% in December 2011. Smartphone owners are almost evenly divided between women (50.9%) and men (50.1%). This growing adoption presents advertisers with a wealth of opportunities. Today, mobile is no longer a pure talking device. It’s also a content engine and a shopping tool, which means advertisers can leverage this hunger for content. They have the ability to educate their audience and guide them to a final destination (i.e., the shopping cart). Read More: America’s New Mobile Majority: a Look at Smartphone Owners in the U.S.
