Deirdre Bannon, VP of Media Analytics at Nielsen talks mobile and the explosion of #SocialTV
If you’re in the television or advertising industry and you’re not seeing the importance of social television, you’re doing a serious disservice to your clients. With some brands paying hundreds of millions of dollars to ad agencies to deliver eyeballs and sales, you could almost say that one isn’t being a “good steward” with their money.
Sorry..that’s a little inside joke. I actually heard an exec at a major ad agency say that it’s wrong to be ringing the bell about social tv because…well it affects their ability to sell the very commercials that people aren’t watching. Things that make you go hmmm!
Maybe, just maybe, more ad execs should be reading the writing on the wall, or at the very least looking for the warning signs.
Fact: 50% of those on mobile devices (smartphones & tablets) are visiting a social network INSTEAD of watching a commercial
Fact: 30% of those on mobile devices are looking up info on a product while they’re watching television
Fact: Watching television is the most common second activity for those on mobile devices
Fact: 90% of those on mobile devices use their device while watching television
Fact: If you’re reading this and you don’t comprehend the evolution of the television experience, you’re about to become as endangered a species as the dinosaur was right before the comet hit
Ok, I’ll be honest, that last fact…that’s just me being a smart ass…but I’m pretty sure that I’m not that far off!