After a somewhat awkward adolescence, mobile marketing is maturing as it heads into 2015. With $31.45 billion spent in 2014, and even more predicted for next year, the significant growth of mobile marketing has proven that the mobile channel represents the future of the industry.
Mobile apps are a big contributor to this growth. Today, there is an app for everything, and with new apps appearing daily, it’s estimated that by 2017, there will be 4 billion app users, worldwide. Apps are clearly playing a major part in shaping the future of mobile marketing, but what other mobile innovations are proving popular with consumers as we move into the New Year?
No one likes having their online shopping disrupted by an ad that takes up the screen and prevents them from browsing. It is therefore crucial to take a creative approach, in order to capture and sustain your audience’s attention.
Native ads integrate with the user’s experience on a website, and have become a popular tool for mobile marketing as an alternative to more disruptive advertising formats.
2. Programmatic Buying
As the shift to digital media continues, advertisers are increasingly turning to programmatic buying and management platforms. This automated way of purchasing ads helps to manage costs and enable real time decision-making.
Major brands including P&G and Unilever have announced plans to accelerate their programmatic spending in 2015, with P&G saying it wants to buy 70-75% of its digital media programmatically by the end of the year.
Analysts estimate that mobile programmatic ad revenues will account for nearly 43% of all U.S. mobile ad revenue by 2018, which would represent more than $10 billion. How’s that for ROI?
Mobile users engage with video content daily. In fact, almost 40% of YouTube video views are via mobile. Video is a fun way of sharing information, not to mention easier for users to digest that text.
A survey conducted by Animoto earlier this year revealed that an eye-opening 73% of respondents said that they were more likely to purchase a product or service if they could watch a video explaining it first.
One successful example is from car brand Fiat, who harnessed video and rich media last year for a campaign that supported the launch of their four-door Fiat 500L. They created a smart phone specific campaign which included a photo gallery, an animated 360-degree view of the car, a demo video and a location-based dealership finder. Fiat saw a staggering 80% completion rate from the campaign, which is double the industry average.
The increase in short-form video from apps such as Instagram and Vine this year is fueling consumers’ appetite for video content, and Fiat’s campaign is an example of how marketers are increasingly making video a core part of mobile campaigns.
- See more at: http://www.justad.mobi/2014/12/exact-mobile-trends-2015-will-drive-better-campaigns/#sthash.AaC89VTr.dpuf