The digital world to come
Posted on Feb 20, 2013 by YuMe
While 2013 may be well underway, many companies are still learning from last year's accomplishment in the digital sphere and are looking for future marketing investment guidelines. In the 2013 U.S. Digital Future in Focus report, comScore examines several benchmark tech trends and events in 2012 that changed the future of consumer behavior online forever.
"2013 is poised to be digital's most exciting year yet as the growing ubiquity of digital platforms presents marketers with nearly endless opportunities to connect and engage with consumers," said Linda Abraham, comScore CMO and executive vice president of global product development. "It's clear that the dynamics of the marketplace have fundamentally evolved through the adoption of smartphones and tablets and the increasingly 'digital' nature of all media."
On-demand viewing boosts online video
The U.S. online video market draws in 75 million viewers every day and streams nearly 40 billion videos per month, according to comScore. The majority of digital video views come from desktops.
Marketers have been quick to capitalize on the growing number of web content viewers with pre-roll, mid-roll and post-roll video ads online. The percentage of videos accompanied by a commercial increased from 14 percent in 2011 to 23 percent in 2012.
Mobile adoption becomes the norm
Tablet popularity surged as well, with roughly one in four Americans owning such a device in December, according to TechCruch. With a variety of shapes, capabilities and prices available for U.S. consumers, the trend in unlikely to falter. The comScore study found these gadgets are also beginning to play a major role in sales, as more people are using their tablets to watch videos, research products, compare prices and purchase goods.
Multi-screen viewers drive digital marketing opportunities
"The future revenue streams of these media companies depend on effectively delivering content and commerce to their consumers through these channels, and demonstrating why they are an important part of the marketing mix," the report states. "Failure to meet consumer expectations and aggressively prove the value of these additional channels in 2013 could spell a very rocky economic transition by the time 2014 comes around."
Social networking plays a pivotal role in the marketing mix