May 10 2012 Basis Team Blog Video Industry News Alignment with Screens, Digital Execution and Smartphones It’s not about traditional and digital channels anymore. Instead, it’s simply more screens. Now more than ever, it’s important to align all of these screens. According to a recent eMarketer article, nearly half of brand advertisers and agencies feel that online video is most appropriately aligned with TV, while 40% believe online video should be more aligned with display advertising. These findings reveal that more advertisers are finding value in a multi-channel approach. Read More: Marketers Attempt to Align Online Video and TV Campaigns A recent Digiday “State of the Industry” study found that marketing professionals today give themselves low ratings for a wide range of digital marketing capabilities. These less-than-ideal ratings stem from their struggles with technology complexity, multiple emerging channels and measurement. “Agencies ranked themselves lowest at delivery and execution.” This seems to be a common hurdle as the digital landscape continues to fragment and get even more complex. Execution should not stand in the way of creativity and innovation. Read More: Consumer Focus Is Lost in Ad-Tech Complexity According to Nielsen, half (50.4%) of U.S. mobile subscribers own smartphones, up from 47.8% in December 2011. Smartphone owners are almost evenly divided between women (50.9%) and men (50.1%). This growing adoption presents advertisers with a wealth of opportunities. Today, mobile is no longer a pure talking device. It’s also a content engine and a shopping tool, which means advertisers can leverage this hunger for content. They have the ability to educate their audience and guide them to a final destination (i.e., the shopping cart). Read More: America’s New Mobile Majority: a Look at Smartphone Owners in the U.S.