Mobile usage has outpaced TV viewership, running ahead as Americans’ first screen.
No one would argue that TV is going to disappear, but the reality is, more and more people are turning to their mobile devices and missing the ads traditionally run on broadcast and cable television.
Netflix subscribers miss 160 hours of TV ads annually.
The 2009-2010 season was the peak for traditional TV viewership, and Americans have nearly as many smartphones as TVs today.
Even those watching TV are keeping an eye on their mobile devices at the same time.
What does that mean for today’s campaigns?
It means you are missing eyeballs and opportunities – and missing votes – if you’re not doing mobile.
Some of America’s leading brands contributed to a recent study pitting mobile advertising’s performance against other media.
The findings were significant and are expected to drive mobile ad spending in the same way similar research increased Internet advertising nearly two decades ago.
The highlights:
1. Shift more of the spend to mobile, and make your budget work harder for you.
The study found that optimal mobile spend is in the double digits as a percent of the total advertising spend. We’re not talking about spending more in total. The study emphasized moving a greater portion of the budget to mobile.
“At its core, [this study] proves the concept of same budget, better results and guides marketers on how mobile makes their marketing work harder. With very limited effort, brands can increase the performance of a campaign by 30 percent on average (and potentially much more) by simply reallocating funds.”
2. Mobile had more impact per dollar spent than TV.
In one brand case study, mobile advertising increased awareness two fold compared to both digital and TV.
3. Use the right ad format.
We talked about some of our favorites here, and the study reinforced what we know: video packs a punch.
Our own case study aligns with the research in this recent study.
When we tested mobile advertising against TV ads, mobile advertising delivered nearly identical results as TV but at just a fraction of the cost.
Watch our full case study below and click here to get started on your mobile plan today.
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