If there ever was a time to get your business started with some form of targeted online advertising, now is that time. Especially if you are an advertiser on TV.
eMarketer began promoting the results of their most recent look at how much time people are spending on various media streams – from TV to online, print and radio. It comes as no surprise that people in the United States spend the most time in front of their television sets. TV stations and networks everywhere are celebrating the results, proclaiming from the rooftops that their outlet is still king. And, truth be told, they are: TV gets results. You will never hear me say otherwise.
eMarketer found that time spent on every media outlet is declining or staying flat – except one. If you guessed that time spent on a smartphone is on the rise, you get the gold star. eMarketer, in their survey sponsored by IBM, predicts time spent in front of a TV screen will decline 3 minutes between 2017 and 2018. Time spent on a desktop or laptop will decline two minutes. Time spent on a tablet will remain steady at 2:19. And time spent on a smartphone will rise four minutes from 2:35 to 2:39 (I, for one, think that’s a tad on the conservative side, but perhaps I’m just a heavy user).
“Time spent with each medium includes all time spent with that medium, regardless of multitasking. For example, 1 hour of using a laptop while watching TV is counted as both one hour of TV and one hour of desktop/laptop usage.” – eMarketer
The results of this survey underline the importance of diversifying your advertising media mix. Just as almost no one spends all of their time with one medium, advertisers shouldn’t put all of their advertising dollars into a single stream. Instead, think of your advertising strategy like your investment strategy. Diversification is the name of the game!
Or, you can think of it this way. If you’re trying to lose weight, you will be hard pressed to find a doctor who will say you can lose weight by going on a diet without having to exercise. Conversely, if you exercise but eat 6 chocolate donuts for breakfast every morning, that won’t work either.
If Nielsen, the king of measuring TV watching, says 84% of TV viewers watch their smartphone WHILE WATCHING TV, that should tell you something. And if Google says 2/3 of smartphone owners say they use their phones to learn more about something they saw in a TV commercial, that should tell you something.