When it comes to ad spend, common sense would suggest that investments should funnel into the platforms consumers spend the most time with. However, that is not necessarily the case.
A recent report by KPCB indicates that there is a significant gap between time spent and ad spend on mobile, despite the fact only TV ranks higher when it comes to engaging consumers. And, conversely, the opposite is true of print, where consumers spend the least amount of time. KPCB found that consumers spend 25 percent of their time engaging with mobile devices, but advertisers are only investing 12 percent of their budget in mobile. And on print, consumers are only spending 4 percent of their time, yet advertisers are investing 16 percent of their budget there.
When looking across other media, time spent versus ad spend gap is considerably tighter—especially on desktop, where the gap is 1 percent in favor of ad spend. Likewise, TV and radio have 3 percent gaps in either direction, which further illustrates that mobile is not yet attracting the ad spend it perhaps should be and, likewise, print may be overachieving.
That said, time spent is by no means the only metric to consider when it comes to investment priorities. While mobile may be occupying a lot of consumer time, it doesn’t mean it’s the best environment for advertisers. Likewise, while print may account for the least amount of time spent, it has proven to be an effective platform for advertising for well over a century.