Talk about creating time. The average person, while multi-screening, can view seven hours of screen media during just a five-hour period.
That’s a lot of potential impact for marketers.
Jivox, the provider of a leading ad platform for personalized multi-screen advertising, underscored the opportunities when it unveiled its latest survey findings. The survey evaluated adoption, usage, and the challenges of running multi-screen advertising campaigns among leading agencies.
The survey found that “advertiser investment in multi-screen ads has increased to more than 75 percent and advertisers have dramatically increased their focus on mobile (more than 90 percent are expected to increase their spend in mobile this year).”
Analytics — as usual — are the prime stumbling block. While technology and analytical capabilities have involved, advertisers lament that they are still encountering challenges in capturing actionable data. More than 60 percent indicate they are not getting the level of insight needed for their multi-screen campaigns. Worst still, nearly half of respondents (47 percent) say they don’t know which channels are performing best.
“Multi-screen advertising, once thought to be too difficult and too expensive, is now clearly being widely adopted as leading brands and agencies seek to extend the reach of their digital campaigns,” said Diaz Nesamoney, founder and CEO, Jivox. “Yet what many advertisers fail to realize is that today almost a third of interactive ads render as static fallbacks on mobile devices, which means media ROI is negatively impacted as well as performance KPIs.”
Other key takeaways include:
- Seventy-five percent of agencies are investing in multi-screen ad campaigns.
- Of those respondents not running multi-screen ads, 51 percent blamed lack of adequate technology and 28 percent identified high cost as the primary deterrent.
- Ninety percent of responding advertisers said that their agencies will spend more on mobile in 2014.
- iOS was selected as the best performing platform by approximately 64 percent of advertisers surveyed.
- More than 60 percent of advertisers expressed that they are not getting the level of insight needed for their multi-screen campaigns.
- Nearly 70 percent of respondents stated that they plan to invest more in multi-screen advertising this year than in previous years.
The survey included replies from more than 130 participants at leading ad agencies such as Digitas, MEC Global, Mindshare, MediaCom, Omnicom Group, Starcom MediaVest, and Zenith Optimedia.