TV vs. Smartphone: Mobile provides strong competition for TV
StumbleUponmadvertise, one of Europe’s leading mobile advertising marketplaces, has released recently research demonstrating that mobile usage is now in direct competition with television viewing. By Christian Henschel.
By Christian Henschel
During ‘prime time’ hours, smartphone owners browse the internet on their mobiles and watch TV at an equally high rate of usage. More and more smartphone users are browsing the internet during peak TV hours, suggesting that mobile advertising ought soon to be impacting brand budgets allocated to the traditional TV market.
An analysis of madvertise’s 1.4 billion monthly page impressions (which make it one of the farthest-reaching mobile networks in Europe) found that more and more users are surfing the internet with smartphones. In particular, the analysis concluded that smartphone users are watching television at the same time as surfing the internet on their mobile devices.
These mobile users are rapidly shaping the way in which media usage is changing. The analysis of requests within madvertise’s ad network showed that from 6pm onwards, the usage of TV and mobile internet increases drastically. During the peak TV viewing hours of between 8pm and 10:30pm, madvertise recorded the highest point of mobile internet usage.
“The fact that there is simultaneous usage of mobile internet and TV demonstrates that TV ads are becoming less effective,” says Carsten Frien, Co-Founder and CEO of madvertise. “Advertisers need to know about this changing use of media and plan for mobile campaigns accordingly. They need to make sure that the advertising message sticks with the user. Furthermore, mobile advertising is far more interactive and measurable than TV”. Between the hours of 7 and 9 am, only a few people were found to use the internet or watch television, but smartphones and the mobile internet are expected to gain increased popularity. This pattern resembles the 1990’s, when the internet became popular on stationary PC’s during the time period.
The full analysis on user behaviour within mobile internet can be found here: http://madvertise.com/files/downloads/2011/07/madvertise_intensive_usage.pdf.
About the author
Christian Henschel is the Director of Partner Development at madvertise.
About the company
madvertise is a mobile advertising marketplace, offering advertisers and mobile publishers a platform to connect quickly and efficiently. It enables advertisers to target a chosen audience, whilst allowing developers and publishers to monetise their reachefficiently. The company is headquartered in Berlin and recently opened a London, Barcelona, Madrid and Rome office.
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