Desktop audiences and time have been complemented, rather than replaced by mobile devices. Desktop still offers large (albeit more focused) demographics and for particular types of content, it is still the platform for scale. Reach and frequency management for advertisers needs to account for multi-platform usage.
More time is being spent on smartphone apps, but most of that time is concentrated in the highest engagement apps owned by a few of the largest internet companies. The smartphone app now accounts for half of digital media time spent and is still growing strongly, but not at the rate it once was. And large internet companies command the majority of app time, so it can be a challenging market for lesser-known brands. Continue reading
Comscore’s Digital World in Focus has some amazing statistics for marketers. Among the findings..Internet use surging on a global basis and the U.S. is no longer center of the digital world. China now has world’s largest desktop user base.Google, Microsoft and Facebook are the top three global properties . Facebook dominates social networking on a global basis Google dominates search in all regions with the exception of Asia-Pac. 1.3 billion people around the world watch online video on a monthly basis, with strong growth occurring in number of viewers and videos viewed. YouTube dominates. With the availability of smartphones and tablets, the multi-platform omnivore has emerged. But, it’s not a zero-sum game: More devices result in more time on all devices, including TV. In-flight optimization of digital media plans in terms of reach, frequency, targeting and viewability can dramatically increase ROI. Here is New Media and Marketing’s take.. Continue reading