Dive summary:
- In a piece for TechCrunch, Benchmark Capital's Mark Cohler says TV beats all mediums -- except for mobile -- in "time spent and on focus of attention" by the consumer.
- Cohler believes that the personal attachment and social interaction occurring on a phone will result in higher engagement and loyalty, and thus marketers will use mobile as the No. 1 channel.
- Cohler's conclusion: "This year, mobile will account for little more than 1 percent of the half trillion dollars spent by advertisers across the world. As mobile ad products and the mobile ad market develop and grow, that’s going to change. A lot."
From the article:
The global advertising market is big. Half a trillion dollars big in 2012. In the tech world we tend to think of the Internet when somebody mentions advertising. But even now the Internet isn’t the biggest advertising market in the world.
The biggest advertising market in the world is television.
Even now, TV ad spend is more than twice as big as Internet ad spend and represents close to half of all ad spend in the world across all media. How can this be, even in a world of DVRs and even after the web has had 20 years to work its interactive, data-rich, efficiency-enabling, creative-destruction magic on the market?
