Outside of very specific cases, it’s tough for B2B advertisers to justify major investments in traditional TV or trade publications. The fleeting foothold of these media platforms is diminishing and there are no signs of that changing in the coming years.
According to Nielsen data, the share of time spent with ad-supported content on platforms (such as TV, radio, smartphones, video games and tablets) for adults in 2017 was 86% — a number that’s remained relatively flat over the past decade.
Never have viewers had so many options to connect to streaming content on their television set. Whether it be an enabled multimedia device, game console, or smart TV, nearly 70 million TV households in the U.S. have access to at least one.
With the transformation of the advertising industry, the balance has shifted. And as a result, it’s important for advertisers to understand how the different levers of advertising affect sales so they can make better, more informed decisions about how to plan their campaigns.
In 2017, digital media will be responsible for nearly half (49 percent) of UK adults’ daily time with major media, according to eMarketer, while time spent with traditional TV drops to less than a third of the total.
Despite online TV rapidly growing in popularity, there’s no doubting the importance of the traditional TV set to the media consumption habits of internet users – even among those who are paying for an online TV service.