Viant’s study underscores how users’ fragmented media consumption is disrupting how marketers approach traditional TV advertising. eMarketer estimates that 185.8 million US adults will regularly use a second screen while watching TV this year, up 4.5% from 2017.
About two-thirds of the respondents in Viant’s study said they have struggled to break through the ad clutter. And 86% of those polled said it is becoming harder to grab a consumer’s attention solely through TV advertising.
With user attention scattered, cross-device targeting is in vogue.