We’ve heard it over and over that mobile is exploding, mobile is booming, mobile is the next big thing. Well, it’s true, and it’s here. In the world of internet advertising, mobile has found its way to the top of the conversation. They say 7 is a lucky number, so this post will outline 7 major mobile advertising trends, some of which you may not have already been aware of.
Mobile ad revenue is exploding
Referencing Meeker’s annual Internet Trends report, mobile ad revenue grew by more than 66% while desktop revenue was up just 5 percent. This explosion in mobile ad revenue isn’t for no reason, as consumers are spending 25% of their time on mobile.
Mobile Video Encroaches on Desktop Video
Mobile Video is increasingly eating desktop’s leading share of video views, and mobile video ad spend is already growing faster than any other digital advertising format. eMarketer reports, one in three consumers watch videos on their mobile devices, often times at a higher level of attention than those who are on their desktop. Video is emerging as one of the best ways to explore products and offers before making a purchase. Brands take note: because attention spans are limited, shorter videos are better when being targeted to mobile users.
Viewability standards for mobile
Viewability is one of the fastest growing mobile advertising trends as viewability aims to track only impressions that can actually be seen by users. Earlier this year, the Media Rating Council released their final mobile viewability standards. For simplicity’s sake, the standards call for 50% of pixels in view for one second for display and two seconds for video. These standards are the same minimum time and pixel thresholds for measuring whether an impression is viewable were already established for desktop. For a deeper dive into this topic, read our Intro to Viewability blog.
Audience Modeling gives brands a leg up
Mobile audience modeling is getting more sophisticated as mobile continues to rise. As brands put more effort into their mobile strategy, we’ll see a shift of targeting consumers that goes beyond just geolocation data. Brands focusing on their mobile strategy will begin to target mobile users based on their preferences and behaviors as well.
Proximity Signals with Beacon technology
Proximity-based mobile advertising is one trend in advertising isn’t completely new, but it’s been given some more gusto recently due to the development and inclusion of beacon technology. Proximity signals fire when a user is close to a sensor, and can be used to send promotions or ads to users when they are close to the sensor. This can be seen as an alternative to GPS geolocation targeting in closer spaces, such as shopping malls.
Cross Device Marketing
Mobile should not be treated as the end-all-be-all, and should definitely not be used as a singular strategy. Mobile is a complementary form of media, that when used with other types of media will be even more successful. It’s a very competitive market, with a lot of noise. The best strategy is to implement an overall mixed media strategy, connecting with consumers wherever possible.
The boom in mobile advertising doesn’t come without some unforeseen consequences. Consumers just don’t love seeing ads on their mobile devices, which is leading some of these consumers to begin installing ad blocker software on their smartphones. Recent research from PageFair suggests that more than 400 million global users use an ad blocker on their mobile phones, compared to 200 million desktop users. By these estimates, that’s 9% of all mobile users using some form of a mobile ad blocker (4.43 billion mobile users in 2015 – statista).
Tying it all together
A mobile strategy is best crafted with these trends in mind. Find out what works best for what your needs and implement these mobile advertising trends so you can maximize value by allowing mobile to be part of your main strategy. Remember, mobile is just a piece of the puzzle, don’t forget everything else you have learned along the way.