88% of marketers predict multi-screen ads 'very important' by 2016

Tech-savvy sofa-loving people around the world are compelling marketers to invest in multi-screen advertising, which is now an emerging player in mobile ad targeting.

The incredible rise of smartphones and tablets, coupled with the rising amount of time spent on them, has forced marketers to react to the growing market and divide their budgets and attentions accordingly.

August 2013 polling by the Association of National Advertisers and Nielsen found that two-thirds of marketers spent up to 25% of their media budget on integrated multiscreen campaigns. By 2016, 72% of respondents expected this share to increase to between 26% and 100%. When asked to rate the importance of multiscreen advertising now and in the future, 48% said it was very important to their marketing efforts in 2013, and 88% expected it to be very important in 2016.

The intimacy of mobile technology allows for sophisticated data to be collected to build targetable audience profiles. Companies can segment consumers into categories that share interests in certain apps, because they tend to display similar behaviours and usage patterns, a valuable tool for creating cost effective content.

Our love of multitasking and the changing nature of media consumption has invented a new arena for marketers to play in. It’s clear that the new trend is being taken seriously as marketers swarm to create multiscreen campaigns and engage with users across multiple platforms.