So far, prime-time viewership for the 2016 Summer Olympics has been lagging in comparison to the 2012 Olympic Games in London. However, NBC reported that their digital platforms, which harness the power of social media, hit best-ever marks of 13.4 million unique viewers for three consecutive days. The traditional television viewer experience has declined with the rise of other digital platforms and the “second screen,” and advertisers are taking notice.
In 2015, Accenture released a report revealing that 87% of consumers use more than one device at a time. The smartphone is the most frequently used second device during viewing overall with 57 percent, but even higher with millennials, with 74 percent of 14 to 17-year-olds reporting using a TV/smartphone combination.
Mobile ad revenue is continuing to rise, while desktop ad is relatively flat. Mary Meeker’s annual Internet Trends report is closely watched by everyone in the tech industry. Meeker’s presentation continued to push the idea that mobile advertising is quickly outpacing desktop-based advertising revenue, growing by 66 percent to desktop’s 5 percent growth in 2015. Data from a report conducted by BI Intelligence suggests echoes the same sentiments. The BI report suggests that as digital advertising dollars shift from desktop to mobile, display and video will be the fastest-growing mobile advertising formats.
Facebook is a frontrunner for advertising revenue growth. Facebook advertising revenue nearly tripled its quarterly profits this year, posting a 57% surge in first-quarter profits. “Businesses are no longer asking if they should market on mobile, they’re asking how,” Chief Operating Officer Sheryl Sandberg said in an interview with the Wall Street Journal. Facebook continues to be the most-visited platform to reach millennials, according to the comScore data that Meeker shared in her presentation.
Get in the game. A report by Statista in 2015 showed that more than 60% of U.S. mobile phone users are also mobile phone gamers, and they predicted that the statistic would continue to rise to 76.5% by 2019. So how do you tap into this group without presenting as an intrusion to the game? Native advertising is the most successful format for achieving engagement, while also creating a seamless integration into the gaming experience.