Time spent with digital media continues to grow — but that growth is all mobile. Last week, comScore released its “2017 US Cross-Platform Future in Focus” report, which tracks consumer usage patterns across digital media channels and platforms. The measurement firm found that mobile “now accounts for 69 percent of digital media time spent.” By comparison, the desktop has fallen to less than one-third of total digital media time. Mobile apps are 60 percent of the total, with smartphone apps specifically commanding 51 percent of all digital media time. Here’s another sobering statistic for those that have yet to go all in on mobile: for the top 1,000 online properties, mobile visitors are roughly 2x desktop audiences in the aggregate. In addition, there are growing audiences that rely exclusively on mobile for internet access. The largest single group in that category is women 18–24. Google, Facebook and Yahoo remain the top US internet … [Read more...] about Mobile now accounts for nearly 70% of digital media time [comScore]
Digital media
How digital media won the White House for an ‘analog’ audience
Donald Trump’s election is perhaps the single best advertisement for digital advertising in the history of that industry. One of the major criticisms of Trump’s supporters during the election is that many were white and less educated than supporters of Hillary Clinton — traits not often associated with Madison Avenue and the data-driven decision-making that earned Trump’s place as the next president of the United States. Recently in my opening remarks at The 614 Group’s Brand Safety Summit, I pointed out that while Donald Trump claims the media hates him, they actually love him, too. Every time the Trump name is uttered, viewers tune in, ratings go up, and ads are sold. Even I like writing about the Donald; it gets my work more attention. But the point I made at The Brand Safety Summit was and still is this: Everyone has some ownership over the outcome of the election, regardless of how they voted. The media example is just a slice of that theory. With the … [Read more...] about How digital media won the White House for an ‘analog’ audience
How marketing leaders can create a digital mindset in their organizations
So you want to be a marketing organization that’s truly digital? While your company’s leadership may have a solid idea of what they want for the business in terms of digital transformation, in order to achieve it, they need to get every level of the organization working towards that goal. The way to do that, says independent digital consultant Kate Hamer, is to create a ‘digital mindset’ throughout your organization. It’s one thing to know that you need to use digital tools, and another to understand the value of digital in all areas of marketing. In a webinar for Squared Online, the digital marketing leadership course developed with Google, Hamer gave her expert insight into how marketers can go about creating a digital mindset in their own organization. Here are just a few of her tips. Start with what the consumer wants It’s important to inspire people around the business as to the benefits of using digital channels, but make sure your consumer is … [Read more...] about How marketing leaders can create a digital mindset in their organizations
How young marketers can impact digital strategies
There is a changing approach in marketing strategy as millennials become part of small to medium sized businesses and we begin to notice how they differ from baby boomers. Magisto surveyed 500 US-based small and medium sized businesses to examine their digital and mobile marketing strategies and here are some interesting insights. Focusing on digital media Digital media seem to be more important for younger adults and the stats indicate that they transfer their interest into business. According to Magisto, millenials spend 58% of their marketing budget on digital media, compared to baby boomers who only spend 14% of their budget on it. In fact, it’s not just about digital media, but also about mobile, as 41% of millennials spend their marketing budget on mobile media, and it’s not a surprise judging by the latest trends in mobile marketing. Social media is not just an additional aspect of marketing anymore but rather an integral part of a marketing strategy. 44% of brand … [Read more...] about How young marketers can impact digital strategies
How Social Media Advertising Has Evolved
Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! In this episode of Marketing Nerds, Boz Boschen, Digital Media Director for ndp, joined me to talk about how far social advertising has come over the last several years. We also chatted about where it’s going, and how those in the advertising sphere are adapting. How Social Media Advertising has Evolved Within digital media, it’s always interesting to see how consumer habits change over time. Looking at the pace of change, it always seems like the thing that pops up this weekend becomes popular where it’s completely unexpected. Of course, it’s very hard to look into that crystal ball and see where things will be in five or seven years. I think where we are today is really the age of platforms, as everyone is saying. It’s really becoming more about adjusting the ad experience to match that environment in social media. We know … [Read more...] about How Social Media Advertising Has Evolved