With the smartphone- and tablet-using audiences growing rapidly—and time spent with media on these devices increasing steadily—marketers have started investing in multiscreen advertising campaigns. August 2013 polling by the Association of National Advertisers and Nielsen found that two-thirds of marketers spent up to 25% of their media budget on integrated multiscreen campaigns. By 2016, 72% of respondents expected this share to increase to between 26% and 100%. When asked to rate the importance of multiscreen advertising now and in the future, 48% said it was very important to their marketing efforts in 2013, and 88% expected it to be very important in 2016. Read the rest at eMarketer.
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