Desktop is no longer a medium that is growing in effectiveness for integrated advertising campaigns, according to a recent article by eMarketer titled, “In a Multiscreen World, One Screen Is Trending Downward.” For the first time ever, eMarketer is predicting that the use of laptops and desktops among American adults who are watching TV while surfing the web on these devices will begin declining this year, from 110.5 million to 110 million, and continue in 2019, decreasing to 109.1 million. If your clients want to market on the internet effectively, it's time they switched up their ad strategy.
You Can Still Market on the Internet Effectively
Don’t let this data discourage your clients from continuing integrated campaigns, though. The fact that consumers can’t seem to part with their smartphones and tablets for very long benefits integrated campaigns as well as strictly mobile advertisements. eMarketer predicts that adult tablet internet and TV users will steadily increase from 62.6 million to 65 million to 66.5 million in 2017, 2018 and 2019, respectively. In those same years, smartphone internet and TV adult users will shoot up from 162.2 million to 176.1 million to 187.3 million, respectively. To market on the internet effectively, your clients need to combine advertisements on their customers' mobile devices with the ads they're broadcasting on TV. If they do this, your client's ads will get more visibility, no matter how their customers are using popular media in their free time.
While both smartphones and tablets should be integrated into your client’s TV advertising campaign, marketing on the internet effectively means that each medium used in your client's campaign should target a different audience. eMarketer has found that millennials are the generation of adult consumers who are more likely to be browsing the web on their phones while watching TV. On the other hand, older generations are far more likely than millennials to be using a tablet instead while watching TV. Plan your client's ads for each type of mobile device accordingly.
Mobile has once again shown itself as a force to be reckoned with in the advertising world. Make sure your clients know that smartphone and tablet internet usage, paired with TV viewing, is on the rise, while desktop and laptop usage has been in steady decline. Keep in mind that the demographics using each mobile device are different. Integrate ads on smartphones for the millennials and ads on tablets for the older generations!
According to AudienceSCAN on AdMall by SalesFuel, Mobile Smartphone App or Text Ad Responders make up 28.7% of American adults. These advertising methods aren't the only way to reach them online, though. Last year, these consumers also took action after seeing sponsored search results, receiving email ads and seeing internet banner ads. 77.7% of these consumers also took action after seeing ads on social networks last year. They're active on networks such as Facebook (85.1%), YouTube, Instagram and Twitter. They're also 92% more likely than other consumers to take action after seeing pre-roll video ads.