Tag Archives: smartphones

The Growth of Multi-Screening

Source: www.futuremedialab.com

Multi-touch point media campaigns are not a new thing.  Outdoor, print, TV and cinema have long operated hand in hand to enable brands to reach an audience through-out the day, with people interacting with different platforms at different points of the day.  This has changed over the years however, with the introduction of a variety of differing media.  Google announced, in a piece of research in 2012 that 80% of people in the UK’s interaction with media now come through a screen, be it TV, tablets or smartphones for example.

The portable nature of laptops and especially tablets and smartphones has encouraged a dramatic growth in ‘multi-screening’, where an individual interacts with multiple screened devices at the same time (Marketing Week, 2012).  Advertisers too are catching up with this trend with ad campaigns that run simultaneously on multiple screens, designed to drive response by emphasising the brand’s message to a consumers on all of the devices they may be using at one time

The British market has seen an increase in the number of advertising brands seeing benefit in multi-screen campaigns.  Some opt for ad campaigns on TV, along with online and tablet display advertising spots.  However, the most noticeable of interactive multi-screen campaigns have come with the inclusion by advertisers, of links to Twitter feeds on their TV advertising (Hawlins, 2013).  This is done in an attempt to drive social media interaction with a brand which ‘helps organise and steer the conversation’ (Twitter, 2013) on that brand.

Thinkbox reported in 2012 that 72% of TV viewers stay in the room for TV advertising when not multi-screening; while 81% do when multi-screening, meaning that not only are the multi-screening audience more likely to see advertising, the ability to reach them on multiple platforms will increase the impact.

The opportunities to take advantage of the multi-screening audience are also increasing with improvements in targeting technologies.  The technological facility to target specific households by their social demographic grouping and deliver messages to individual screens within that household now exists.  This technology considers all of the devices/screens in a household as part of the same ‘ecosystem’ and delivers ads across each platform accordingly.  19 million households across the UK are currently accessible in this manner. There is significant power to be gained from targeting both the breadwinner and decision makers in a household across multiple platforms simultaneously and for further details on how to take advantage of such technology please contact Four Marketing & Media.

Research of the US media market, undertaken by the Association of National Advertisers (ANA) and Nielsen shows that 20% of media budgets are now ear-marked for multi-screen campaigns.  (WARC,2013).  This trend will also continue to grow, with the sale of tablets predicted to continue to grow dramatically (Lomas, 2013) and the expansion of 4G networks and ever faster broadband connections ensuring smoother online access, delivering an easier route to interaction.  Advertising that takes advantage of the multi-screening phenomenon will therefore increase, given the repetition and strength of message a campaign of this ilk affords an advertiser and the ability it gives these advertisers to wrestle back the share of voice, lost by the divergence of advertisers across multiple screens.

Digital ad spend in the UK reaches record highs, surpassing the £5 billion mark in 2012 alone!

Research from the Internet Advertising Bureau has revealed a growth in digital advertising in the UK, with mobile accounting for 10% of all digital revenue in 2012.

Digital ad revenue reached an annual high of £5.42 billion last year, a record 12.5% year on year high, mobile advertising was responsible for approximately £526 million, revealing a growth of 148%!

With an increase in Smartphone ownership expected to reach 75% by end of year 2013, it is no surprise that mobile advertising has grown by an astonishing 1,601% up to £13million, even without EE’s 4G prevalent network which will only be made readily available to the majority of operators this autumn.

Mobile Advertising 2013

source: http://images.ientrymail.com/

It is also expected that the majority of search clicks in 2013 will come from mobile devices, with the prediction that mobile advertising “will undoubtedly be a billion pound medium within a few years”. Mobile has reached a milestone as marketers are becoming more attuned to the ‘always connected’ nature of consumers, who expect to engage with content wherever they are. This has resulted in advertisers encouraging consumers in all industries, to invest in integrated campaigns across online and mobile. As Anna Bartz from PwC, said: “The advertising market is shifting toward storytelling and integrated campaigns which give greater prominence to video and display formats with a higher degree of interactivity with the target audience”.

With the likes of social media sites such as Facebook, and with them recently unveiling plans for a Smartphone which it claims will “make the social network the home of Android devices, as it looks to expand its mobile advertising offering”,  it is no wonder that social media has contributed to this astonishing high turnover in digital advertising. With mobile advertising increasing from £265 million to £328.4 million in 2012, meaning that in only 3 years social media revenue has quadrupled at 383%.

Last but not least, video ad revenue is responsible for 12% of all online and mobile display advertising with an overall £160 million revenue, which has helped contribute to such a high digital ad spend in 2012.

The top five display advertising sectors in 2012 are as follows; finance (15%), entertainment and media (13%), retail (12%) and technology (9%).

Four Communications informative quiz on the UK Online Activity presence

social media and UK online activity

Source: fireflimedia.com

Here at Four Marketing and Media, we have put together a quiz to test our knowledge on the 21st Century. The answers have been gathered from a report produced by Ipsos Media UK, using a quota sample of 971 adults. Give it a go and see how up to date you are with modern day technology!

  1. What percentages of UK adults are accessing the internet via a mobile phone?
    1. 44%
    2. 80%
    3. 72%
  2. Can you guess what percentage of UK adults access the internet?
    1. 35%
    2. 65%
    3. 82%
  3. The percentage of these UK adults who use a social network site is….
    1. 56%
    2. 47%
    3. 80%
  4. Can you guess the percentage of how many of these online adults are accessing the most popular social network site, which is Facebook in the last 3 months?
    1. 60%
    2. 36%
    3. 75%
  5. What percentage of online adults have used Google+ in the last 3 months?
    1. 29%
    2. 66%
    3. 16%
  6. The percentage of online adults who have used Twitter in the last 3 months?
    1. 50%
    2. 19%
    3. 17%
  7. How much of the UK population has joined the 21st Century by buying a smart phone?
    1. 59%
    2. 50%
    3. 72%
  8. Can you guess the age bracket at which iPhone ownership is the highest in the UK?
    1. 20-45
    2. 15-34
    3. 15-45
  9. Can you guess which is the most common reason for surfing the internet in the UK is?
    1. Sending and receiving emails
    2. Accessing social network sites
    3. Online shopping
  10. What is the percentage of UK adults owning a tablet? (iPad, kindle, tablet of any kind, Microsoft)
    1. 18%
    2. 33%
    3. 49%

The answers are below:

  1. 44% of UK adults using the internet are now accessing via a mobile
  2. 82% of UK adults are accessing the internet
  3. 47% of UK adults access social network sites
  4. 60% of online adults have used Facebook in the last 3 months
  5. 16% of online adults have used Google+  in the last 3 months
  6. 17% of online adults have used Twitter in the last 3 months
  7. Smartphone ownership has risen to 50% of the UK population
  8. iPhone ownership is highest amongst those aged 15-34 at 33% in the UK
  9. Sending and receiving emails is the most common reason for using the internet in the UK
  10. 18% is the amount of adults who own a tablet in the UK

News International Goes for Gold in the Circulation Race During London 2012

Source: The Times

Despite experiencing a circulation dip for the month of June, it is expected that along with The Times, The Sun will be boosted by the London 2012 Olympics due to advertising deals between News International, Samsung and Adidas.

The Times has been set to link up with Samsung to provide a “Times Lite” digital edition formatted for Samsung’s smartphones and tablets. This will be available as a daily download throughout the games period.

In addition to this, interactivity is crucial to the second News International deal, which is aiming to encourage readers of The Sun to send messages of support to British athletes into the newspaper, which will then be featured on Adidas-branded sweatbands.

Additional innovations include a “pub” hosted by The Sun at BT Live events taking place in Hyde Park during the Olympics, as well as an “Olympic Scrapbook” which has been distributed with the Sunday Times.