Consumers’ adoption of PCs, smartphones and tablets has effectively necessitated the need for advertising campaigns that stretch across multiple screens in order to stay in front of audiences. And marketers appear to understand this clearly. An August 2013 survey of US marketers conducted by Nielsen and the Association of National Advertisers discovered that they expected the share of their budgets allocated to multiscreen campaigns to increase to 50% by 2016, from 20% this year.
Part of the drive to increase outlays is due to the clearly growing importance of keeping messages in front of viewers, no matter what device they’re one. The survey found that 95% of those polled believed multiscreen campaigns were at least somewhat important, with 48% of respondents agreeing that they were “very important.” And 88% of marketers polled expected that multiscreen campaigns would be “very important” by 2016.
Marketers are placing a clear premium on reaching audiences via mobile device screens in the future. While 86% of respondents said mobile phones were currently important advertising channels, 98% said they expected them to be important in three years’ time. The growing significance of tablets in the eyes of marketers was even more dramatic, with 81% saying they were important now, vs. 99% who said they would be important in 2016. Web-enabled TVs were also going to grow significantly in importance in the eyes of marketers.
The increased importance of multiscreen devices is clearly tied to the growth of mobile smart devices in the US. eMarketer estimates that smartphone penetration in the US will increase from 44% in 2013 to 60% in 2016, while tablet penetration will climb from 41% to 49% over the same time period. Advertisers should take that growth into account when taking a long view of their campaign strategies.