In to-days world cross platform digital advertising is becoming more and more necessary as more consumers are using different devices to connect online. 10 years ago consumers used desktops to access the internet and to check email, today the average person has access to a range of devices from smartphones and tablets to smart televisions.
With smartphone sales expected to double from 1 billion units sold in 2012 to more than 2 billion units sold by 2015 and tablet expected to outstrip sales of desktop computers more consumers are accessing the internet on the go. With Android remaining the leading operating system the windows operating system is expected to decline by 4.3 percent as a result of the decline of traditional PC sales.
How Cross-Platform Media Consumption is Changing Marketing
A recent consumer study by Gartner conducted in Brazil, China, France, Germany, Italy, the U.K., the U.S. and Japan confirmed Gartner’s long-standing assumption that smaller is better when it comes to consumer tablets. The survey showed that the average screen sizes of the tablets in use across the countries ranged from 8.3 inches to 9.5 inches. Forty-seven percent of the 21,500 consumers surveyed owned a tablet that was 8 inches or less.
In a recent survey by resolve market research respondents were asked to think about how they used their tablet device on a weekly basis and what percentage of their time they spent using their tablet on these activities:
21%: Browsing the Internet
19%: Reading and sending e-mails
9%: creating, reading or modifying documents
9%: downloading and playing games
9%: Reading news articles or blogs
8%: Reading books or magazines
5%: Downloading or listing to music or podcasts
5%: Looking at saved/imported photos
5%: Watching movies
5%: Watching or uploading videos
4%: Watching TV shows
Using these figures the 85% of the consumer’s time spent using a table is susceptible to advertising. Since most tablets are used as a secondary device behind a notebook or desktop computer by professionals, companies should invest optimizing their sites for cross platform media.
The above information demonstrates the need for brands and marketers to ensure that their advertising strategies focus more heavily on these platforms by blending the use of online, Mobile, Social, Video and apps. But despite the emergence of responsive web design, which enables optimal viewing experiences across a wide range of devices some publishers are not supporting its use in online advertising. Where device ready websites are not available some advertisers are scaling down pre-existing adverts resulting in distorted images and illegible typography.
A study conducted by TiVo research and analytics, customer research company dunnhumbyUSA and Comcast Media 360 tracked a cross-platform consumer packaged goods campaign conducted in November and December 2012 that used television, online display ads and online video ads. It then compared ad impressions with purchase data to gauge the effect of cross-platform advertising.
The study found that 62% of those who saw a digital ad had little to no exposure to messaging delivered via television, indicating that ads on the various channels were reaching substantially different audiences. Still, almost four in 10 people in the study saw the ads on both television and a digital channel, making up a substantially large group.
Daisy Whitney’s New Media Minute | Cross-Platform Campaigns
Many Brands need know that they need to be developing campaigns that work across multiple devices, from desktop, or even the TV, down to smartphones. To support this, brands need adaptive media that enables them to reach consumers directly. This will only happen if more publishers invest in websites that satisfy consumers regardless of what devices they use to access them.