Advertisers To Spend More On Mobile Than ‘Fixed’ Platforms For First Time Ever, Study Says

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Are you a business owner or advertising executive? Do you have a brand or product that needs advertising? If so, don’t waste your time or money buying ad space on anything except mobile platforms. According to technology news website Recode, ad spending on mobile is expected to hit $18 billion by 2018. What’s more, that’s a growth of 49 percent compared to a predicted dip of 1.5 percent to $15 billion for “fixed” video sources such as laptops and computers. Per the Recode article, the decline or advertisement spending for laptops and computers will be the first these platforms have ever seen. According to modern media expert Gary Nerlinger, this shouldn’t come as a surprise.

 

“Take a step back and asses your own behavior. How much time do you spend looking at your phone or table on a daily basis,” Gary Nerlinger, who has monitored digital data trends for decades, said. “Now compare that to time spent sitting in front of your desktop or with a laptop on your lap. Notice a stark difference?”

According to the Recode article, the average consumer is expected to spend 36 minutes per day watching video on their smartphone or tablet while it’s a mere 18.5 minutes on other platforms. Even though there has been a decrease of viewership on desktops and laptops, and the fact that “smart” televisions haven’t caught up to close the gap just yet, the article states that online video consumption has climbed 20 percent across recent years. This fact is something social media giant Facebook is keeping a close eye on, as it plans to roll out 6-minute advertisements before or during videos in the near future.

According to Recode, online advertising via videos is responsible for 28 percent of all digital display spending. To Gary Nerlinger, who has done plenty of research into live-streaming high-definition cable television, the news that mobile platforms have outpaced fixed ones doesn’t really come as a surprise. Ours is a society that needs questions answered immediately and various forms of entertainment just a few clicks and swipes away.

“Advertising is an ever-shifting game and meeting the needs of consumers takes time and research. As this development shows us, people are entertaining themselves while on the go and either not using desktop computers at home or opting for the ease of a smartphone to accomplish the same tasks,” said Gary Nerlinger.

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Cable TV Alternatives Increase As YouTube Joins Fray Of Cutting-Edge Entertainment Options

Television Production Technology Concept with Video Wall

YouTube’s recent foray into the world of television broadcasting is growing fast – both in terms of subscribers and companies that have signed on to have their  content distributed by the online giant previously acquired by Google. What’s more, YouTube TV’s price of admission – just $35 compared to the average monthly cable bill in the U.S. that tops out at around $100 – is one more reason why this venture could prove extremely successful, industry experts say.

According to a May 2017 Digital Trends article, the YouTube service that launched earlier this spring already boasts the big names: ABC, NBC, CBS and Fox. However, it recently announced the addition of smaller, but no less important, outlets like AMC, BBC America, Sundance TV, Telemundo and more. As more and more Americans spend less time in front of the traditional television set, it’s clear that user preference is nearly telling media companies how to operate.

“Some said this transition was almost a  certainty. The only question left was, ‘When will it arrive?’ It’s clear that outlets like YouTube, Amazon, Hulu and Netflix are going to give the legacy broadcasters a run for their money – and money of the consumers paying the bills,” said media industry expert Gary Nerlinger. “Studies show that we don’t watch TV like we used to; it’s time for outlets to step their game up or fade into obscurity.”

While YouTube plans to announce even more  channels for its television-esq venture, they aren’t the lone outlet on the playing field. PlayStation, DirecTV and SlingTV all offer similar services, according to Digital Trends. Industry experts like Gary Nerlinger say that consumers are voting with their dollars: They want quality programming and plenty of options to choose from. If your service doesn’t fit the bill, Nerlinger says, then consumers clearly have an array of other outlets to choose from.

Earlier this spring, The New York Times reported that television advertisers gathers in Manhattan to assess the coming season’s shows and overall health of the industry. One executive told the newspaper that companies will continue advertising with traditional TV until it’s no longer sensible. As YouTube and others join the fray, Gary Nerlinger says that day could come sooner than some think.