The evidence is piling up that mobile is becoming the dominant digital marketing medium for brands of all kinds. According to eMarketer mobile accounted for just over half of digital spending in 2015 and will rise to 62% of the $42 billion US market in 2016.
In fact, this will be the year that mobile programmatic goes mainstream. eMarketer projects mobile programmatic to be nearly a $15 Billion market and represents 70% of the total market.
There are many reasons why mobile is becoming the dominant marketing platform. Let’s start with the fact consumers are spending their time reading content and interacting with brands on their devices. eMarketer estimates that US adults are spending 2 hours and 51 minutes a day on non-voice activities on mobile.
Unlike other mediums, mobile devices live with the consumer 24/7, is always on and checked multiple times per hour. Because of the close physical proximity, consumers develop an emotional connection to their phone or tablet. This intimate relationship carries over to the content and marketing messages they receive from their device. Because of that interaction the following tactics are leading the way for mobile marketers and driving the dramatic increase in ad spending.
The Growth of Brand Advertising on Mobile
Mobile was once thought of as primarily a performance marketing platform to drive app downloads and direct response. That is still true, but there is real shift to brand advertising and marketing as consumers spend more time with their devices. A trend towards larger screen sizes has given advertisers a bigger canvas to produce strong creative units. Marketers are thinking more cross channel campaigns so extending brand advertising to mobile is a natural. The ability to tap into the demographic and buying segments with their data management platforms (DMP) allows marketers to create multiple ads with dynamic content optimization. Personalizing the content makes the ad messages more relevant to the consumer.
Native on Mobile
Native advertising is also a hot commodity on mobile. Increasingly, consumers turn to their handy smartphone when they are in buying mode. They may have questions about product information, pricing, where to buy, etc. Good native advertising and content should answer these key buying questions. By placing native ads on quality sites and delivering a solid user experience, brands can reach consumers when they are engaged in the active evaluation of products and services. Content based native ads advance the consumer down the funnel
Video for Storytelling
Another popular trend driving growth is the use of video ads on mobile. Consumers are watching more online video ad units than ever before and the medium is quite successful on Facebook and Twitter. Nothing does a better job of emotional storytelling than video, and younger consumers prefer it. In addition, video demonstrates how products work and can explain complex solutions. As with branding ads, the proliferation of larger screens and better speakers makes video quite appealing to watch on any mobile device.
All of these trends are driving consumers and marketers to mobile in 2016 and will continue to grow for years to come.