News and Events

Mark Boidman Discusses the Rise of Digital and Mobile Media

  • July 12, 2018

Mark Boidman, Managing Director and Head of Media Services at PJ SOLOMON, weighs in on the evolution of media consumption, highlighting the increased usage of digital and mobile media

How does the rising popularity of digital and mobile media impact advertisers?

Every media channel today is having a harder time aggregating an audience. With digital fragmentation—a result of new technologies to distribute content and advertising, people spend more time with mobile devices.

The result on the advertising side is an increase in supply—an almost infinite supply—of digital inventory is now available in the marketplace.

Digital and mobile media channels continue to increase rapidly in terms of usage and time spent per day. In comparison, minutes of usage per day in more traditional media channels are either holding steady or trending downward.

How comfortable are people on their mobile devices?

People are now more comfortable with having mobile devices and with being reachable while on the go. The Outdoor Advertising Association of America (OAAA) states that people spend 70 percent of their waking hours outside their homes.

The fact that people are spending so much more time on the go, and are comfortable doing so, is because they have their phones with them.

In addition, since young people have grown up with mobile devices, they expect everything to be interactive, and they expect everything to work. They want real-time, contextually relevant information. They also want and expect a fully digital, personal experience.

Does media surround us now more than ever?

The increase of exposure to media because of mobile devices goes beyond personal devices.

Video is all around us—screens are now visible in places such as the gas pump, medical offices,highway billboards and the sides of skyscrapers. Video is beyond the concept of television—a single, dated format. The Digital Place Based Advertising Association (DPAA) refers to this video domination as video everywhere.

Another avenue in which I expect to see more video delivered to consumers is via free Wi-Fi towers. These have been introduced in many public spaces, including the streets of several large cities. These Wi-Fi hubs are supported by digital ads, which run on the tower-like devices’ screens. I expect more video content to be added to hubs like this throughout the world in the coming years.

Video has also made its way into retail stores, many of which have implemented screens playing videos that demonstrate a service or product onsite.

There are all sorts of opportunities to engage with the consumer via newly developed media formats.

What about the personalization of content?

Mobile media is more one-to-one, screen-to-person advertising; rather than one-to-many. In terms of personalized digital technology overall, mobile is superior because it allows content distribution that is contextually relevant to a physical location.

For example, if you are in a specific city or in a particular place within the city, digital content can be tailored to your location and it can be interactive. These characteristics make it a better experience for you as a consumer, with personalized content. Digital advertising is more relevant to you, and you will want to spend more time with that media to solve your problem or enhance your experience in that location.

You mention before that TV is a single, dated format. How has this traditional media channel evolved?

Television was once the foolproof channel, as evidence by historical ad spend. Now, online new media channels are overpowering or are larger than the television advertising bucket.

TV is no longer viewed as necessarily the best option both in terms of dollar spend and comfort level.

Marketers can no longer depend on traditional TV for their success. Today, digital media is providing that guarantee. People feel comfortable because of the attribution associated with online media channels, such as click-through rates.

There is no doubt that technology has negatively impacted linear or classic television advertising. With digital media and over-the-top programming, the ability to not see advertisements, or ability to time-shift those ads, has hurt television channel efficacy.

Television will continue to be a powerful media channel, but the way companies advertise on television will be different. The opportunity to run addressable or targeted advertising on TV will certainly change television.

Television advertising will become more engaging with the development of new media devices that make TV more interactive. Televisions are getting smarter with technology enhancements, making them more like mobile media. However, mobile media is always going to be better than television, no matter how good or smart your television gets. Mobile will always be a more personalized, contextually relevant channel. All forms of mobile new media are going to be the go-to channel moving forward.

The challenge that television has, even with enhancements, is that it cannot easily create a highly personalized, contextually relevant content experience for a consumer.

The ability of mobile and digital media platforms to personalize content experiences has resulted in expanded share of wallet and primacy in the view of marketers globally.

To read more of Mark’s thoughts, check out his new book, Times Square Everywhere: The Next Wave in the Fast-Changing Media Landscape, now available on Amazon.