Here Are the Internet Devices to Pair with TV Campaigns

by | 2 minute read

Desk­top is no longer a medi­um that is grow­ing in effec­tive­ness for inte­grat­ed adver­tis­ing cam­paigns, accord­ing to eMarketer’s arti­cle, “In a Mul­ti­screen World, One Screen Is Trend­ing Down­ward.” For the first time, eMar­keter is pre­dict­ing that the use of lap­tops and desk­tops among adults who are simul­ta­ne­ous­ly watch­ing TV will begin declin­ing this year, from 110.5 mil­lion to 110 mil­lion, and con­tin­ue in 2019, decreas­ing to 109.1 mil­lion.

Don’t let this 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, respec­tive­ly.

While both smart­phones and tablets should be inte­grat­ed into your client’s TV adver­tis­ing cam­paign, each medi­um should tar­get a dif­fer­ent audi­ence. eMar­keter states that mil­len­ni­als are the gen­er­a­tion of adult con­sumers who are more like­ly to be brows­ing the web on their phones while watch­ing TV. Mil­len­ni­als are less like­ly to be using a tablet than the old­er gen­er­a­tions.

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/laptop usage is in steady decline. Keep in mind that the demo­graph­ics using each mobile device are dif­fer­ent. Inte­grate smart­phones for the mil­len­ni­als and tablets for the old­er gen­er­a­tions!

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.