People’s increasing use of second screens lets advertisers reach users through more devices. But is this making it harder for TV advertisers to reach their target audiences?
In a July survey of 500 US marketing decision makers conducted by Viant, 45.8% of respondents said that consumers being distracted by their second screens is one of the top factors that limits the success of their TV ad campaigns. The polled marketers also cited cord-cutting and consumers having too many channels to choose from as other top hurdles reducing the effectiveness of their TV ads.
About two-thirds of the respondents in Viant’s study said they have struggled to break through the ad clutter. And 86% of those polled said it is becoming harder to grab a consumer’s attention solely through TV advertising.
With user attention scattered, cross-device targeting is in vogue.
by Ross Benes