The top digital platforms for advertisers and marketers
Digital media is in a constant state of change and technological innovation, creating challenges for even the savviest of marketers exploring new media opportunities. Plus, the web can no longer be thought of as a singular marketing channel.
More consumers access digital content on devices beyond desktops, such as mobile, tablet and Connected TV. When marketers and agencies plan a digital campaign, considering the platform, why consumers use it and what the consumer wants can help create more effective experiences and drive enhanced engagement.
But you need to also find the right vendor to reach those consumers on those digital devices. That’s where the Digital Networks & Tech database at SRDS.com comes in. With data on more than 150 vendors, our users can filter companies by the platforms they provide services on.
Unsurprisingly, almost all of the listed networks and ad tech companies offer services on desktops. But a fairly large percent offer tablet and mobile as well.
Here’s a basic run-through of the top digital platforms ad tech vendors offer their services on.
Desktop - A personal computer small enough to fit in one person’s workspace. Desktop campaigns can be as general or specific as the marketer would like by selecting a network with a specific audience, targeting capabilities and much more. That’s why most marketers first limit their campaigns to desktop and then broaden out as they become more sophisticated.
Mobile - A small, handheld computing device, that usually has a touch-display screen and/or a mini keyboard. Examples include an iPhone and Samsung Galaxy. Mobile will only continue to grow in the next few years. eMarketer estimated that mobile ad spending worldwide reached $8.41 billion in 2012, or 8% of total, global digital ad spending. By 2016, eMarketer predicts mobile ad spending will account for 22.6% of digital spend.
Tablet - A one-piece mobile computer that typically has a touchscreen, with finger or stylus gestures, such as an iPad. Tablets are larger than smart phones or personal digital assistants. Most networks and tech vendors that offer mobile as a platform offer tablet as well. A main reason many marketers are exploring tablet ads is the high-resolution display of devices, which has the ability to produce a more engaging experience for users. By the end of 2020, tablet based advertising campaigns alone are said to generate more than $27 billion in global revenue, according to ReportsnReports.com.
Connected TV - A smart TV device with integrated Internet capabilities that allow the user to install and run more advanced applications or plugins based on a specific platform. Examples include the Apple TV, Roku and TiVo. eMarketer reported that in 2012, the number of U.S. homes with connected TVs grew more than 25% to nearly a one-fourth of all U.S. households. This surge has forced marketers and advertisers to sincerely consider allocating a portion of their ad spend budgets to this growing medium. Further, the growth of online video and smart TVs is creating a new market for advertisers to reach prospects.
SRDS.com users can sign in now to view which digital networks and tech companies are involved with mobile, tablet and Connected TV. If you're interested in accessing Digital Networks & Tech in SRDS.com, email or call 800.232.0772 ext. 8025.