01 November 2013 | Industry Buzz
by Judith Aquino
Delivering ads to consumers across multiple screens has become critical for advertisers as more people divide their attention between various devices such as smartphones, tablets and laptops, in addition to watching TV. Marketers are taking note and ramping up multiscreen budgets, according to a new report from the Association of National Advertisers (ANA) and Nielsen.
Based on a survey of 274 client-side marketers, media sellers and agency executives, the percentage of media budgets dedicated to multiscreen advertising is expected to rise from 20% this year to 50% during the next three years. The report defined multiscreen campaigns as those that run during a similar time frame across two or more screens, including TV, computer, tablet, mobile phone and digital place-based media.