Change What’s Changing In Media.
People get ahead of advertisers, and when they do there is opportunity for change agents like you to seize advantage.
In this case, a few words from the very smart to the wise should be sufficient to get some productive conversations going.
Mary Meeker of venture capital firm Kleiner Perkins analyzed the percentage of time spent on each medium and compared it to ad spend. She found consumers spend 26% of their media consumption time online, while marketers spend 22% of their ad budgets on digital. TV should fare better, with consumers spending 43% of their media time watching TVand marketers spending 42% of their ad budgets on the thing we used to call the “tube.” Mobile is the area best poised for geometric growth, as consumers are now spending 10% of their time with mobile, while marketers are only spending a wee 1% of their ad budgets there.
Print once again looks like the big loser. Consumers spend 7% of their media consumption time with print, while marketers spend 25% of their ad budgets in print.
One further word to the wise: Think about the implications not just for your paid media, but for owned and earned media as well.
Now, let’s make some change!
Read more about Mary Meeker’s analyzation here.