Tech Advertisers Focus Digital Spending on Mobile, Social and Video
The hyper-growth of the consumer electronics industry during the past two decades has been phenomenal. As is the case in most fast-growing industries, these marketers have been spending heavily on advertising. eMarketer analysts predict that ad spending for big-ticket items like tablets and smartphones will continue at a higher than average rate, along with a noticeable shift toward digital media.
Marketers who sell computing and consumer electronics products will spend $3.21 billion on digital ads this year. This sector accounts for 7.6% of all digital ad spending in the U.S. and this level of spending represents a 13.4% increase over last year. These marketers focus 57% of their digital spending, or $1.83 billion, on direct response campaigns. The balance, $1.38 billion, goes go branding.
By 2017, analysts expect to see $4.66 billion in digital ad spending in the tech sector. This level would represent 7.6% of all digital ad outlay and indicates that this industry will generally hold steady when compared to other sectors.
Tech and consumer electronics products are being rolled out at an astonishing rate and marketers are feeling the pressure to convince younger shoppers to frequently upgrade their phones and other mobile devices. To do this, they are focusing on mobile, video and social formats. For example, Unruly Media has reported that 17.8% of online social videos ads on its platform are linked to the tech industry. Electronics companies are also finding great success in attracting followers on Facebook. Even enterprises such as Qualcomm, which is more of a business than consumer-facing concern, is buying ads on Facebook in order to increase engagement.
To learn more about how to reach Techies, check out the AudienceSCAN report available on the Research Store at ad-ology.com.