Gary Mittman, the Founder and Managing Director of Digital Consultants, a performance network that assists online publishers and advertisers in reaching their consumers, has been a leader of the digital marketing industry since the rise of the Internet in the late 1990s. Even before that, as Vice President of New Business Development & Direct Response at Western International Media, Mittman understood the power of video, as he led the production of groundbreaking television infomercials and commercials. Twenty-five years later, as mobile devices eclipse desktops in the global number of video views and become the most effective way to reach target audiences, the ad-technology veteran’s strategies continue to anticipate market trends, allowing his clients to enjoy unmatched conversion rates and lead generation percentages.
As of 2016, in the U.S. alone, one third of all citizens use their phones or tablets to watch videos, surpassing for the first time the number of people who use those same items to listen to music, according to research firm eMarketer. More significant to advertisers is the mounting evidence that when viewing on a handheld device, more attention is devoted than when watching on a TV or computer. Google recently recruited over 1,500 smartphone owners between the ages of 18 and 34 to extensively detail their media consumption habits, and the results showed that 72% of the time, while watching programs on a television, participants were also multi-tasking on several other activities. By comparison, when observing on their phone, the content had the user’s undivided attention 53% of the time. In addition, mobile video has emerged as the best way to explore products before making a purchase. In a 2015 study, online animation company Animoto asserted that consumers don’t want to spend time reading about merchandise, they would rather see an informative video.
While the screen space available on phones and tablets is much smaller than TVs and PCs, Gary Mittman insists that the effectiveness of mobile ad content will result in it taking a central role in influencing and enhancing the purchasing process, and in turn allow businesses to reach new profit heights. Companies are already beginning to embrace digital formats as ad-tech giants like Yahoo and Verizon go on media-buying frenzies. Cowen & Company, in a 2015 buyer survey, estimated that that the trend will accelerate, and mobile advertising spending will reach $8.6 billion by the year 2018.
Gary Mittman is an online marketing advisor, lifelong entrepreneur, and the Managing Director of Digital Consultants. He has over two and a half decades of experience in technology, direct marketing, and building start-ups with creativity and agile development. As the founder of Digital Consultants, Mittman’s guidance has led to the company becoming a leading performance network and renowned affiliate resource. The firm’s friendly, dedicated team provides assistance to digital publishers, advertisers and others in navigating the digital landscape and successfully targeting specific consumer demographics.
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