More digital advertising budgets are flowing into mobile than ever before, following changing demographics and consumer focus. However, mobile marketing in the media and entertainment industry can be challenging. There are several new developments that executives must understand about this new multiscreen landscape.
Here are seven insights and critical stats about customer engagement in the new mobile market that even your boss may not know. Acting on this data can put your company well ahead of the curve and help you reach consumers in a multitude of new ways.
"Serve the audience, not the device." Let’s face it, your audience can't be defined by a single screen anymore. Today, nearly 85% of audiences consume media on their tablets and smartphones, in addition to their television, according to a study from Tapad. Cross-device marketing should be considered the new normal.
Mobile ad budgets are rapidly increasing, but still playing catch-up. Budgets for mobile advertising are on the rise (nearly 83% since 2013), with more than $8 billion in spend on mobile ads, largely as a response to the increase in mobile media consumption. Ad budgets have yet to catch-up, however, but the dollars are certainly starting to flow in that direction.