MOBILE AD TRENDS
Brands are gearing up to spend more than ever on mobile marketing this year. Never has it been more important for them to reach their customers, and as mobile technology and its platform(s) grow so quickly, brands must be there, too. To understand where the money is being spent, study this graphic to see which devices used most often you should prioritize.
Second only to laptops, smartphones are a favorite for searches. Emerging devices such as smart TV, watches and wristbands are gaining in popularity.
As these platforms grow, so do mobile marketing budgets of brands trying to reach customers. Gartner, Inc., which calls itself the world’s leading information technology research and advisory company, says that by 2020, spending on mobile marketing will surpass that on traditional TV advertising. With such large audiences segmented into infinite data sets, it’s becoming impossible for humans to manage ad distribution.
One of 2017’s biggest trends will be marketing automation, which allows marketers to target ads to the most sought-after customers at speeds never before possible. These ads, essentially intelligent, know who their users are. Ad copy and photos can be displayed differently depending on who’s viewing them. By 2020, Gartner estimates, 85 percent of all mobile marketing will be automated. Much of this will be due to growth of chatbots, which will replace humans for basic customer management needs.
Mobile video is expected to grow by 30 percent in 2017. If you spent time on social media in 2016, you noticed the huge number of mobile videos in your news feed. Indicating how fast mobile video is growing, Facebook says video views increased from 1 billion a day in 2015 to 8 billion a day in 2016.
Mobile video is also being watched more frequently because mobile users prefer video on mobile devices over text. Video is much more engaging, so brands are responding by investing heavily in videoideo meant specifically for mobile devices.
Think about mobile platforms as being a bit like the Wild West. Brands are spending outrageous amounts of money to grab as much real estate (land) on mobile devices as possible. A brand late to the game will discover that another one nabbed coveted exposure to customers. That’s why brands have entire innovation departments geared specifically to explore new areas:
These are among many major companies that understand why mobile devices are incredibly important to their core business and that they must be innovation leaders, not followers, to keep customers happy.
WHERE DOES THE MONEY GO?
While ads on Google, Facebook, Twitter and Snapchat dominate mobile spending, brands are spending in unique ways to capture customers’ attention. Here are three ways they take advantage of all that mobile devices offer:
Beacon Technology: A brand can know when you are in its store.
Data-Driven Marketing: A smartphone can pinpoint your location, know how often you use it and even what you like. Delivering content to a user about whom a company cares has never been easier.
Native Ads: When a brand pays someone to write an article about a product, and the article lives in the published ecosystem as content that looks like other published articles, it is considered a Native Ad. Spending on these is growing incredibly fast.
Brands are realizing that they must offer a consistent experience across all devices on which customers access content. These could be mobile, desktop or even in-store. Users have also said they prefer that a brand recognize them as the same person across all channels.
Such recognition gives brands a singular voice in speaking to customers who may not check email and are more likely to respond to a mobile push notification.
Being omnichannel also includes having in-store mobile experiences. Sephora allows users to text shortcodes to a specific number for information about these products. Such initiatives allow brands to interact with customers consistently and to provide them information at critical moments on the path to purchase.