By: Maheshwari Zala
Do you know that 2015 looks to be the turning point in mobile marketing? Mobile marketing campaigns will account for almost 50% of digital marketing dollars by the end of 2015. One commonly cited forecast suggests that mobile gadgets could be the focus of 72% of all digital ad spending by 2019. eMarketer projects 50% growth this year, which will bring mobile ad spending to almost $29 billion. Everyone is becoming mobile dominant for a very profound reason: most consumers now spend more time peering at mobile screens than ones on their desktops. It makes the marketing campaigns on smartphones simpler and easier.
Three trends in mobile marketing are:
1. Mobile ads are driving in-store and online sales
Marketers working with San Francisco-based audience intelligence firm Ninth Decimal recorded an 80% increase in store visits on the first day of many mobile campaigns. Its clients include American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota. Mobile impressions to offline sales gave higher returns for marketers from fewer mobile eyeballs, which was unexpected by marketers. It was a myth that consumers would not make purchases on mobile phones or tablets. Criteo, a software company that specializes in “performance advertising” across mobile devices and desktop browsers, is seeing a spike in transactions on smartphones, as screens get bigger. Mollie Spilman, Criteo’s chief revenue officer said that, “the next six months, their clients will see a much larger number of ecommerce sales coming from phones”. However, it is a myth that consumer’s purchase only low ticket items through their phones.
- Need to be found in application
Generally people use their mobile devices to check email, grab their digital wallet, search for a local business, or consult a mobile app for information. Google calls these “micro-moments”. Here marketers will have a very small opportunity to pull up their advertisements. Marketer needs focus wherever there is consumer traffic. Just being present in a browser will not work out; they need to be found in applications, too, as attention spans are shorter.
- Ad-blocking in mobile world
Adobe and PageFair have published a 2015 ad-blocking report and the results will make marketers re-think where the industry is going and its effect on mobile marketing. In the report they drill into geographic detail, providing per-country and per-state information on ad block usage rates, as well as monthly active user counts. It shows that ad blocking has continued its fast growth not only on desktop computers, it also it has leaped onto mobile in Asia; ad blocking has also recently launched on iOS on September 8, 2015. Ad blocking is estimated to cost publishers nearly $22 billion during 2015. Moreover, there are now 198 million active ad-block users around the world. Ad blocking grew by 41% globally in the last 12 months and US ad blocking grew by 48% to reach 45 million active users in the 12 months up to June 2015.
Ad blocking is an issue marketers are worried about. Mobile ad-blocking may seem like a dire warning, but it could actually prove to be more of a hint for what brands and agencies need to be looking at now to prepare for tomorrow. Despite the fact that consumers always want to go ad free, do you think they will do so by paying out of their own pockets?
- Clancy, Heather. “3 Reasons This Is a Breakthrough Year for Mobile Marketing.” Fortune 3 Reasons This Is a Breakthrough Year for Mobile Marketing Comments. GreenTechLady, 27 July 2015. Web. 1 Nov. 2015.
- Williams, Ben. “Adblock Plus and (a Little) More.” First Official Ad Blocker for IOS Launches Today; Ditto for Android. 9 Aug. 2015. Web. 1 Nov. 2015.
- Hargrave, Sean. “Do Huge Ad-Blocking Numbers Matter In A Mobile World?” Www.mediapost.com. 11 Aug. 2015. Web. 1 Nov. 2015.
- “The 2015 Ad Blocking Report.” Inside PageFair. PageFairTeam, 10 Aug. 2015. Web. 1 Nov. 2015.