BANFF – Social media as a complement to traditional television will become the most effective way for content creators to reach audiences according to Bryan Segal, VP of global Internet research company comScore.

Segal led the session ‘The State of the Digital Media Universe in Canada’ on Day 3 of the Banff World Television Festival, telling delegates there’s no platform war between online or TV.

‘You have to look at them in synergy. The type of content viewed on TV is not the same as on online…the worlds are complimenting each other,’ Segal said, as he unveiled the top trends in digital media according to data compiled by comScore.

While viewers will always prefer watching sports and drama on their traditional TV screen for a better sound and picture quality, Segal insists the growth and impact of social networking in Canada cannot be ignored when strategizing new ways to reach audiences.

‘Content doesn’t stand on its own anymore…social media is driving traffic to traditional media sites,’ he said, citing data that shows that Facebook is directing 1.4 million viewers per month to CTVglobemedia sites such as TSN.

Segal noted that 89% of Canadians online use a social networking site like Facebook or Twitter, and that high-profile companies like Microsoft and eBay are taking notice by spending their advertising dollars on these sites.

‘[Social media] is not a fad,’ he reiterated, as he also discussed how people are using videos online and on mobile phones as a form of networking and communicating.

Voice is no longer the ‘killer application’ on phones, Segal explained, referring to texting, e-mail and videos, adding that social networking accounts for 36% of browsers and 47% of time spent on mobile devices in the U.K.

‘If people like your content, they will keep coming to it,’ he told delegates, insisting they should also be ready to create content for touch screens like Apple’s iPad, which are changing the mobile world.

Added Segal: ‘Mobile screens will surpass desktop monitors in 2015.’