If you live in New York City like I do, you have probably noticed several signs that the season has changed from summer to Holidays. Most of us have released the winter coat collection from storage. Herald Square is swarmed with even more shoppers than usual. And that Rockefeller Christmas tree will be erected before we know it. Which is precisely why I don’t need to bore brands with tips on how to “sell better this holiday season”—the holidays are already here.
However, 2014 is approaching fast, and with it one of the biggest advertising events known to man: the Super Bowl. Luckily, there is still time to ensure your (very expensive!) ad campaigns are meeting the needs and behaviors of the vast majority of consumers, who are using their mobile devices as the first screen to access and activate their entire lives, be it communication, content or commerce.
If fact, 50% of smartphone owners use their devices while watching TV on a daily basis, and 80% use it at least once a week. With numbers like that, advertisers simply cannot miss the chance to use mobile to not only engage their audiences, but fully understand the value and efficacy of media... Read more
Leading up to this year's summer Olympics, a few different studies have been reporting on intended Olympics coverage by media or device type. Research from Deloitte reports that 15% of US internet users would watch the games on a mobile phone. A study by Velti reports that almost four in 10 people using their smartphones to follow the Olympics will also do so by connecting with others by calling them or via texting. Safecount has conducted some of it's own research among its panel of US internet users. Data reported in this post are among smartphone owners 18-44.
Not surprisingly, although smartphone owners 18-44 plan to follow the games on their mobile phones, 66% of them still plan to follow via live TV and 29% via Tivo/DVR/previously recorded TV. When this same group is asked what their primary source of coverage would be, these figures are 47% and 11% respectively. However, 13% will follow primarily via streaming computer/laptop coverage. And only 2% of these smartphone owners will follow streaming coverage primarily from their phones.
This data is in line with the thinking that fans will be watching from multiple devices. While smartphone owners are watching the Olympics on TV, 24% of... Read more