There was a time, although it seems inconceivable, when online video and mobile executions were dismissed as pipe dreams. The principles were appealing, but the idea that technology would develop into such an integral part of everyday life still seemed futuristic.
Today, innovation across channels has saturated the mainstream, and mobile devices are now ubiquitous. It is hard to imagine a time when Nokia and Blackberry owned the market. This was a time when touch screen was not yet part of our daily vocabulary.
We are now living in an era of the mobile makeover, a time where mobile technology has changed how consumers shop, engage and absorb information forever, and there is an expectation of continued rapid growth in the future.
A recent Gartner report indicated that worldwide ad spend in mobile will increase to $18 billion in 2014, up from $13.1 billion in 2013. It is expected to reach $41.9 billion in 2017, accounting for 56.69% of total digital ad spend. Eventually, mobile will dictate how marketers leverage more traditional advertising strategies like desktop display and search, and these are four reasons why:
Mobile Devices are Mobile
The days of marketers depending on users being in a stationary location with time to peruse content with a discerning eye is a thing of the past thanks to a multitude of desktop distractions and multiple platforms from which information can be accessed.
These days desktop computers and even laptops do not offer the same direct exposure as mobile. Marketers now must concern themselves with reaching a consumers with greater frequency and, most importantly, while they are on the go. People are looking to search, shop, buy and connect with a few clicks and swipes of the hand 24/7.
The King of Local
Mobile creates a variety of intricate, real-time marketing opportunities for small, medium and large-scale advertisers because more often than not, search on mobile indicates immediate intent.
Due to the rise of hyper-local technologies (Wi-Fi hotspots, tracking services, etc.) some reports indicate that local will overtake national mobile ad spending by 2017. These technologies allow advertisers to target the “always on” mentality with advertising approaches like geo-aware, geo-fencing and geo-location. These strategies position mobile as the optimal channel for ad relevancy incorporating the right ad, at the right time, in the right place.
Mobile rich media is not just grabbing users’ attention at first glance. It is proving tremendously effective at holding attention and prompting them to engage at much higher rates than desktop display or rich media have ever seen.
Innovative mobile formats are dominating the mobile web and taking consumers for the ride, and this has spread to in-app, in-game, Facebook Newsfeed ads and other larger formats. Often times in mobile, size does matter.
At the end of 2013, it was reported that there were more mobile devices in the world than people. Other stats claim that 80% of smartphone users want more mobilized products and that mobile coupon users in the U.S. will reach 53.2 million by 2014.
With this rise in consumer mobile usage, it is important for marketers to dedicate more time towards increasing their mobile strategy. The must find creative ways to integrate their brand within today’s most accessible consumer channel.