Advertisers face second screen challenges

FUTURE TV ADVERTISING FORUM – London. 12% of smartphone users want to watch live TV, with the figure rising to 15% in the case of tablet owners, according to Charlie Hunter-Schyff, head of global advertising sales effectiveness, Telefonica.

Speaking generally about the need for advertisers to push content, he added that tablet usage to view TV had grown by 62% in the last 12 months.

Furthermore, there had been 30 million BBC iPlayer requests via mobile devices during the London Olympics, with iPlayer usage growing by 90% and 282% in the case of mobiles and tablets respectively.

Hunter-Schyff also said that there had been a 211% growth in mobile video ad spend in the year to mid-2012.

Commenting on 4G, Hunter-Schyff said he believed analysts’ prediction of 10% usage by 2015 was on the low side. In his view, 4G will create more scale.