The Three Drivers of Global Advertising Spending by Media

Mobile Internet  and Desktop  could  to makes up more than 60%  ad dollar spends .The above chart  shows how emerging media fragmentation has resulted " in the growing shift from TV and print to Mobile and Desktop , 

While overall ad budgets of companies have increased ,media  fragmentation has incresed as a faster rate .The resulted  has often been that  brands trying to force fit their " marketing spends" by trial and error,without understanding the nuances of  ' cross platform consumers"

• While TV and Print  were clearly distinct in their reach and users,with very little overlap of the 2 media channels. While today with the rapid adoption of digital enablers and cross devices,  it has turned the science of media planning  completely upside down

• Today consumers go online via mobile ,watching news on their  tablets, at the same time catching up on their favorite sitcoms on TV. Brands and marketers are increasingly facing a challenge in engaging and targeting the cross platform user who shifts between multiple devices and screens .