Revolution in media - brands will be built in a mobile wayJune 2014
Smartphones win over TV. Traditional channels of marketing communication no longer work. Forget about the printed press and the radio – it’s mobile time.
In most developed countries of the world, the analysis of time devoted to each media proves revolutionary changes. Not so long ago, in 2010 the average daily time of using smartphones (not including calling and messaging) was 20-times shorter than the daily time of watching TV. Today (2014) the difference is only 3 times. An average British consumer today spends on their smartphone 3 times more time than on printed press! Let us take the data as an forecast of what will happen in the near future in Poland, too.
Even computers lose
Over the past four to five years, a small reduction of PCs’ and laptops’ share in total time spent on media has been observed (in the USA and UK) – today they account for approximately 1/5 of total media time. The share of television dropped noticeably. Today, both in the USA and UK, TV takes up 37.6% of the time spent on media, though still in 2010, in the UK, it accounted for 47.1%! Radio declines definitely - currently in the USA, it accounts for 1/8 and in the UK for 1/6 of the media time. The same is true of the press - both in the USA and UK, it is only 4% of the time spent on media. Only smartphones and tablets record phenomenal increase in the media time: in the USA from 3.7% (in 2010) to 19.5% (in 2013), in the UK from 3.5% (in 2010) to 21% (four years later). In both countries, the time spent on mobile devices caught up with time for computers and laptops.
Brand communication in the mobile world
Since consumer’s time is moving towards mobile devices, there is also need to move communication budgets there. Gartner predicts that the global market for mobile advertising (not including the expenses for the development of mobile sites or applications) will reach a threshold of $ 18 billion in 2014, an increase of more than 1/3 over the year before! In the USA, already in the year 2013 expenditures on mobile marketing crossed the $ 10 billion mark (half of this was spent on advertising, one-third on mobile sites and the rest mainly on the applications). The average annual budget of an American company using mobile advertising reaches almost a quarter of a million USD. According to eMarketer, in the UK (the largest market for digital advertising in Europe), in 2013, more than a billion pounds have been spent on mobile advertising (four times more than in Germany). Mobile advertising represents 7% of the total advertising expenditures there. Estimates for 2016 show that mobile advertising will account for one-fifth of the total expenditures, which will be more than the press advertising and three times more than the outdoor.
Against this background, the estimates for the Polish market (about PLN 30-40 million spent on mobile advertising in 2014) are extremely modest. Interestingly, experts estimate that compared to other countries in the region, our mobile advertising expenditures (in relation to other media) are 2-3 times smaller! That carefulness of Polish managers towards communication on smartphones and tablets is thought-provoking. The more so that according to Nielsen and the American Association of National Advertisers, in the opinion of the managers surveyed on that market, already in 2016 smartphones’ and tablets’ screens will be more important from an advertising point of view than TV screens! There are companies which seem to be ready for this revolution. Already at the beginning of 2013, Mondelez International (formerly Kraft Foods; the owner of many brands, among others: Milka, Jacobs, Prince Polo, Halls, Alpen Gold) announced that it planned to allocate 10% of global communications budget for mobile activities.
the above-mentioned changes must be reflected in the effective brand design. The face of the brand must be attractive not only in television, but increasingly on the tablet or smartphone screen. And it has brought about new challenges.