Consumer media habits are shifting, and they’re shifting toward mobile and away from television. In fact, for the first time ever, Americans spent more time on their mobile devices than watching TV.
Yet, for more traditional marketers, in many cases TV still remains the dominant advertising medium. And while mobile budgets have grown over the last several years, they’re still not on par with the amount of time spent on mobile.
But they should be. Advertisers can reach the same size audiences at dramatically lower costs when comparing mobile to television. In particular, when looking at programmatic real-time bidding on mobile, the cost differences are pretty dramatic.
As you can see in the below infographic, advertising on TV during the Superbowl would get your ad in front of 110 million viewers, at a cost of $4.5 million dollars. Alternatively, you could reach that same size audience in an average week on RTB, at a cost of only $230,000, or just 5% the cost of the 30 second Superbowl ad.
As RTB continues to grow – global mobile RTB spend already increased 140% year over year – it would be surprising if marketers didn’t continue to shift even more of their budgets to what is clearly a cost-effective way to capture audiences at scale.