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Multiscreen ad budgets grow
Marketers are responding to the rise of dual- or multiscreening among consumers by allocating an increased proportion of their media budgets to "multiscreen advertising", a new survey has suggested.
A report from the Association of National Advertisers (ANA) and Nielsen, based on a on a survey of 274 client-side marketers, media sellers and agency executives.
A report from the Association of National Advertisers (ANA) and Nielsen, based on a on a survey of 274 client-side marketers, media sellers and agency executives.
It found that 20% of media budgets were currently earmarked for multiscreen campaigns, defined as those running during a similar time frame across two or more screens, including TV, computer, tablet, mobile phone and digital place-based media. Within three years it expected this proportion to reach 50%.
Even though there was a clear consensus among respondents about the direction the industry was taking – 88% agreed that multiscreen campaigns would be very important in three years – a significant percentage (71%) admitted that they had not yet taken an integrated approach to managing such campaigns.http://www.warc.com/LatestNews/News/EmailNews.news?ID=32156&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20131104
Even though there was a clear consensus among respondents about the direction the industry was taking – 88% agreed that multiscreen campaigns would be very important in three years – a significant percentage (71%) admitted that they had not yet taken an integrated approach to managing such campaigns.http://www.warc.com/LatestNews/News/EmailNews.news?ID=32156&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20131104