Picture this: almost 90% of adults in the UK own a mobile phone and in 2015 the number of smartphones on the planet will outnumber the number of people. With this boom in mobile usage we have become a generation that consumes content in multiple formats, across multiple devices, whilst on the move.
In fact, recent research suggests mobile has overtaken desktop in terms of consumer preference. Thirty-nine per cent of the top 50 news sites now see more mobile visits than desktop visits. This finding was especially true among so-called “digital native” sites like Upworthy, EliteDaily.com and Buzzfeed where mobile far outstrip desktop users.
This rapid adoption of mobile technology has provided brands, for the first time, with a personal communication channel to consumers. This means that content can be delivered to the right consumer at exactly the right time even when they are on-the-go. This has transformed the way consumers interact with – and publishers deliver – advertising material.
As a result advertising dollars are shifting to the medium of choice for consumers. Therefore it’s of little surprise that we have seen the rate of mobile advertising accelerate at a similar rate to that of mobile usage. In fact in 2014 mobile advertising accounted for 37% of all digital spend, up from 25% in the previous year.
Keeping pace with change: Are advertisers and publishers ready for mobile?
Mobile has quickly become the fastest growing ad channel in digital advertising. The ubiquitous nature of mobile is an advertiser’s utopia. Advertisers have access to insightful audience data, providing endless opportunities for brands to engage with their target audience. But the question on everyone’s mind is; are advertisers and publishers really reaping the rewards presented by mobile?
According to the Internet Advertising Bureau (IAB) and PWC, UK digital advertising expenditure grew 14.0% to £7.194 billion in last year, so figures would suggest yes, advertisers are reaping the rewards of mobile. But, being on mobile and using mobile as a meaningful platform to connect with consumers are two very different things. And one of the main challenges facing advertisers is how to adapt their creative campaign strategy to meet the demands of the real-time, heavily targetable nature of mobile.
By working with publishers to get a better handle on their audience data advertisers can 1) uncover trends to help with the targeting process, 2) programmatically purchase ad space that reaches the right person at the right time on the right channel and, 3) gain access to a real-time programmatic platform that provides both of the above.
The evolving advertiser / publisher relationship
Now, publishers have the tools to gather data from the mobile platform and can utilise this to make informed decisions on delivering tailored and targeted content that appeals to consumers and will therefore have greater impact and deliver the best results for advertisers. A successful mobile advertising strategy is one that harnesses the power of that data and utilises it to drive user engagement.
Connecting more effectively with the mobile consumer
Consumers now expect advertising content to be of value to them – tailored to their individual needs – and mobile ad strategies are playing a leading role in connecting brands more effectively with consumers. Data from the publisher such as client log-in data, app SDKs, mobile Web behavioural data, and most importantly, geo-location present brands with a very clear picture of consumer behaviour.
A year ago, mobile technology was still largely experimental, fast forward to present day and mobile is being used by publishers and advertisers as a central strategy for audience engagement. By using best practice and embracing the opportunities presented by mobile, advertisers and publishers will be on a path to profitability, with those who fail to do so finding themselves at a distinct disadvantage.
