How Mobile is your Advertising?

Where does your advertising spend go? As a marketer you need to make every penny accountable and ensure that it achieves maximum impact. If you take one thing away from this article today it’s the message “Make It Mobile”! Mobile device usage is increasing dramatically and mobile advertising therefore needs to increase correspondingly to keep pace. It needs to be at the forefront of your digital marketing strategy.

Recent Ofcom research has revealed that with the spread of 4G, smartphones are now the UK’s top device for accessing the Internet. Two thirds of people now own a smartphone and a typical user will spend two hours online on their smartphone every day, using it to shop, bank, watch TV and video, play games and communicate.

This is a rapidly changing trend. In 2014, 40% of Internet users preferred to access the Internet using their laptop and 22% preferred their phone. But in 2015 these figures were 33% and 30% respectively.

If users are indeed spending 2 hours a day online this amounts to a significant amount of time – around 30 days a year. That’s one whole month!!

This captive audience is a gift for marketers! The table below – from emarketer – shows actual and anticipated breakdown of spending on mobile advertising in the UK between 2014 and 2019. The proportion of spend on mobile advertising has risen from 31.3% last year to over 40% of total digital ad spending this year, and is anticipated to rise to almost 70% by 2019.

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So, what are the implications for marketers? We need to be able to:

  1. Track and leverage audience data across devices to see who is viewing what and where and how;
  2. Deliver a consistent and cohesive user experience whichever type of device they are using.

With reference to tracking and leveraging audience data across devices, we recently published a blog about the way that Google is now tracking cross-device conversions. In this article therefore we will focus more on mobile advertising, and offer these five tips to ensure that you are on track!

  1. Choose the best format: A good mobile ad needs to grab the attention of the fickle user! Think carefully about the best types of visual display, including banner ads and graphical interstitials with calls to action. Mobile ads can also benefit from video and use of other rich media.
  2. Target the audience: Increasingly sophisticated analytics are enabling better targeting of mobile audiences and mobile app users. Use cross-device tracking to help you get the right ad format, placement and frequency.
  3. Location location location!: Another strength of mobile devices is the ability to target users on a geographical basis by hyper-local geo-targeting. This, combined with intelligence about the location, can give the impression of more personalised advertising and attract attention.
  4. Search and social: Always make strong use of search and social media platforms as between them they are likely to still account for the largest share of mobile advertising revenue during the forecast period. Google have recently introduced a three ad format in mobile search queries, instead of two, which is already impacting paid search performance and is likely to end up resulting in significant increases in mobile ad traffic for many advertisers.
  5. Apps: Within the time spent on mobile devices, it is estimated that up to 86% of this time is spent on apps so this is also where we should focus our advertising effort. There are many available tools to help marketers maximise the advertising revenue from appropriate mobile app placement, and it is worth spending time on this to get it right.
  6. Mobile advertising is an exciting trend for marketers and one that may yet take unexpected twists and turns along the way. It is a topic that we shall return to soon in this blog. But one that you can’t afford to ignore!

    If your digital marketing strategy is not taking full account of the potential of mobile advertising then you need to address this NOW or you run the risk of getting left on the sidelines as the rest of the mobile world moves forward.