Second-Screen Viewing Soars, Measurement Key
The rapid adoption of second digital video screens continues apace.
In just the last 12 months, Nielsen says smartphone penetration has risen 34%, with tablets increasing 400%, and Internet-connected TV 25% higher. Gaming console growth has climbed 1% in the last 12 months.
Steve Hasker, president of global media products and advertiser solutions for Nielsen, released the data at its Nielsen Consumer 360 event.
All this means big hurdles, but also opportunities. Nielsen's Cross-Platform Ratings are intent on measuring second-screen viewing. Hasker says the company's next move is to double its panel size to 20,000.
On a panel at the event, Peter Seymour, executive vice president of strategy and research, Disney Media Networks, said Disney just follows the consumer. “There are situational and age differences," he says, according to NielsenWire. "If kids are watching video in the back of the car, we empower them with mobile video.”
John Spadaro, senior vice president and managing director research of Zenith Media, said: “It’s really not a question of how to use a specific channel. You simply cannot succeed in a single-channel environment.”
Clint McClain, senior director of marketing of Walmart, added: “I’m looking for an innovation that we can build together for the consumer. I’m willing to roll the dice -- just tell me that the customers are going to be more engaged.”
Brad Smallwood, head of measurement and insights for Facebook, said: “We recognize that the future for us is very much about people developing off of our platform. Collaborations with Zynga, social TV … that’s where we see a lot of our growth happening.”