How Technology is Changing Media

BuzzFeed’s latest Insights Report has collected some compelling statistics about how we find, share, and consume content. With a focus on new trends in social, mobile, and video, the findings aim to inform and inspire  especially those with the power to influence the future of ad spending. 

Social is the New Search

BuzzFeed Social

BuzzFeed’s social traffic is 5 times its search traffic. Then again, every BuzzFeed post and video is designed for sharing, which explains why BuzzFeed’s traffic is at the forefront of the shift to social. But this trend doesn’t apply to just BuzzFeed. According to Shareaholic, social is now the #1 source of referral traffic to content on the web. 

Even though “social feeds are the new homepage,” ad budgets have yet to reflect this shift.

Share of Traffic vs. Budget

Despite this irrefutable surge on social, spending continues to be tied to tradition. If BuzzFeed is any indication of the impact of social, ad budgets need to catch up with the times. Brands should invest in social and take advantage of all of the fresh and exciting opportunities to engage with consumers.

Mobile is the New Standard

BuzzFeed Mobile

Whatever you do, make it mobile-friendly. Mobile has taken the lead as the primary platform for social and sharing, and usage continues to rise. Seriously, take BuzzFeed for example: over 60% of time spent on social is on mobile and BuzzFeed’s mobile share rates are 2 times higher than its desktop share rates.

People aren’t just reading content on mobile, they’re watching it, too.

Mobile Digital VideoThe fact of the matter is that social content can no longer spread if it isn’t viewable and shareable on mobile. So what does this mean for brands? BuzzFeed anticipates that “brands who invest in mobile-ready solutions will win now. By getting ahead of the trend, brands will be able to understand, experiment with, and become market leaders in mobile advertising.”

Online Video is the New TV

BuzzFeed Video

Online video is cutting into TV’s engagement levels. Why? As the report points out, “TV commercials became popular because of two big advantages: huge reach and ability to deliver a message using sight, sounds, and motion. But those advantages don’t just apply to TV anymore.” 

With the increase in mobile devices and the growth of social sharing, more and more viewing is shifting to digital video. US adults now spend 29% more time on digital than TV.

 

Digital Video Users
 
The reach of digital video now rivals that of major TV broadcast networks, and even exceeds it among the millennial population. That kind of potential for engagement is an opportunity that should be lucrative for every marketer.

Ad Spending is Stuck in the Past

Overall, consumers are spending more time on social, mobile, and video, but ad spend is out of synch with these trends.

Share of Time Spent & Media Spend, US

If it’s not already, mobile and video will become the primary ways we consume media worldwide.

Projected Growth
 
But even as global users adopt mobile and online video faster than TV, global advertising dollars are not being shifted quickly enough to catch up.

Share of Total Global Media SpendDon’t get left behind. Smart brands put their money where the momentum is going, not where it was in the past.

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