This is my guest blog post on Branding Business with RiechesBaird
Today, as our lifestyle is becoming increasingly digitalised and our content consumption behaviour continues to change, the very nature of advertising is transforming as well. Traditional one-to-many advertising model lost its effectiveness, and mobile and social now represent the next frontier in advertising.
According to Kevin Clancy, advertising industry expert, the average ROI of TV advertising campaigns is between 1 per cent and 4 per cent. On the contrary, the ROI from targeted mobile advertising campaigns is as high as 300-400 per cent.
Therefore, it is no wonder that the mobile is becoming an interactive part of regular TV experience.
A recent study shows that approximately 80% of those who own a smartphone are having a “second screen experience” – a phrase which means that you are on your mobile or tablet while watching TV.
Can you imagine a TV show or advertising with an extra dimension added to it by the second screen?