Integrated multi-screen campaigns are important today in effectively delivering a marketing message. However, client-side marketers, agencies and media sellers expect that importance to grow dramatically more important three years from now.
Advertisers agree that integrated multi-screen campaigns are going to become vastly more important in the next three years. They also plan to increase their spending on these types of campaigns. In order to achieve maximum effectiveness in these efforts, however, advertisers need to measure audience delivery, brand lift and sales impact with common metrics across screens.
Media viewing preferences are much like our individual penchants for food—they vary by region. Some of us love a good Philly Cheesesteak, while others might opt for a Maine lobster. The same is true for how we consume media, and subsequently how much we consume.
While global advertising spending increased overall in 2012, not all sectors reaped the benefits. The telecommunications, consumer goods and media sectors saw the biggest increases, earning year-over-year jumps of 7, 6.8 and 5.8 percent, respectively.
When it comes to music, games, books, TV shows and movies, people have more choices than ever before. Will they stream digitally or buy a physical copy? Subscribe to a service or make a one-time purchase? View content on the computer, mobile device, ereader or game console? Understanding these key behaviors are essential for executives making everyday decisions -- and that's before buyers even get to the thousands of titles that are available to pick from.
Gaming continues to grow and evolve across screens in new and interesting ways. Understanding who the gaming audience is, what and how they play, and how gaming fits into their broader entertainment profile is as important as ever for this dynamic industry. In this year’s annual U.S. Gaming: A 360° View webinar, Nielsen will discuss key trends in gaming and its interconnections with other forms of media and entertainment ― all from a consumer perspective.