Here Are the Internet Devices to Pair with TV Campaigns
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!