BY BRIDGET McCREA
With no end in sight to the digital and mobile land
grab currently underway, Zenith predicts that mobile
internet use will account for 26 percent of total global
media consumption in 2019, up from 19 percent in
2016. People around the world will spend an average
of 122 minutes per day accessing the mobile internet
via browsers and apps, the company reports, an amount
that has grown from just 10 minutes a day since 2010.
But even with the increased attention on all things
digital in the marketing world, traditional, broadcast
TV remains the largest single medium by consumption
time, averaging 170 minutes of viewing per day (
compared to 140 minutes for the internet).
“We expect it to remain dominant for the rest of our
forecast period,” Zenith reports, noting that the gap between TV and internet consumption will narrow from
30 minutes in 2017 to just seven minutes in 2019.
“By and large, TV is still king,” says Gregory Silvano, CEO at Mojo Research & Development in Lyn-nfield, Mass. In fact, he says even advertisers whose digital-only campaigns are doing well are looking to TV as
a way to expand their reach and capture more eyeballs.
Recently, for example, he worked with a company that
had spent the prior eight months running digital ads,
and that suddenly wanted to jump into the DRTV pool
— despite its high conversion rates and order volumes.
“I was floored because I thought they were already
doing TV,” says Silvano, chair of the DRMA TV Everywhere Committee. “Turns out, this was an entirely
As digital continues to
expand, more marketers
are being urged to look
at it not as its own entity,
but as part of a broader
Seen as the single biggest event to affect marketing during the past hree decades, the mass adoption of the internet into everyday life
has found companies using everything from
email to social media to You Tube videos to
try to capture eyeballs and engage customers
online. Fast-forward to 2018 and the same
drive is now being applied in the mobile
world, where ad revenue soared to an all-time high of $36.6 billion in 2016 (up from
$20.7 billion in 2015), and comprised more
than half of the digital total of $72.5 billion
spent by advertisers that year, according to
the Internet Advertising Bureau (IAB).