[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Facebook shares findings on Multi-Screen Viewing

As users reach for their mobile during advertisements, advertisers are wising up and looking at new ways to capitalise.

Don’t change that dial (or device)

With the expensive nature of TV ads, marketers are getting restless over the degrading impact of their TV spots, so Facebook looked at countries across the globe to understand TV and mobile attention spans.

Facebook examined viewing habits across the US, UK, Indonesia, Germany, France, and Brazil and discovered that 50% of users engage their phone during ad breaks, and 28% during the program itself.

What’s interesting is that US saw numbers as big as 41.5% during ad breaks and 47.2% during programming. Brazil contrasted the heaviest with 67.1% for ad breaks and 25.5% during programing.

What’s the weak link?

The numbers can be taken a couple different ways. America loves their phones and Brazil has awful commercials? The answer's in the averages across ages.

According to Facebook, “Participants ages 18-24 looked at their smartphones 60% of the time during ads…45 years and over did so 41% of the time.” And what are we turning to our phones for exactly?

The average break down suggests 43.1% is for social platforms, 15.5% messaging apps, 14.1% net browsing, 8.4% gaming, and 3.6% streaming.

Looks like advertisers are going to have to learn a new tandem approach to mobile/TV marketing.

Do you agree with Facebook’s findings? How do you use your phone when watching TV? Let us know in the comments below.

Learn with SMK through Dec 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Dec SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEDT

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

2022 Social Media Advertising Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: Ad Landscape, Benchmarks & Strategy Planning
  • Module 2: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module 3: Advertising Strategy, Targeting & Campaign Planning
  • Module 4: Social Ad Creative, Copywriting & Campaign Testing

Unlocking TikTok & Snapchat Marketing Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: 2023 TikTok & Snapchat Marketing Opportunities & Challenges
  • Module 2: Strategic Thinking, Planning & Channel Set-up
  • Module 3: Engagement, Algorithms & Content Marketing
  • Module 4: TikTok & Snapchat Advertising Best Practices

 

Leave a Comment