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August 12, 2016
Moving to Mobile

Moving to Mobile

Written by Jessie Martin of 10 Pound Gorilla

Mobile is the new frontier. As far as advertising goes, we’ve capitalized on desktop as much as possible. It would be wrong to say nothing new in advertising will ever come from desktop, but those who know marketing and advertising best are estimating that more businesses will invest more in ad spending for mobile, rather than through other platforms.

For the first time ever, mobile ad spending is expected to surpass desktop’s in 2017. According to eMarketer, in 2015, mobile accounted for 51.9 percent of all digital ad spending. The times have changed, and so too should the way your business is marketed.

Mobile is opening new doors for advertising and opportunity is there for the taking. It nestles in areas that are still in the exploration phase, like programmatic, social, video, and native advertising, and is waiting to be seized. The potential in mobile advertising is already highly recognized, and advertisers are quick to make the transition. ZenithOptimedia predicts an additional $75 billion annually will be spent on mobile advertising by 2018, as compared to today. With that kind of money invested in ads, let’s make sure it gets invested the right way.

Customer Experience

The best way to make sure an ad is viewed the way it is intended is to make the content relevant and personalized to the consumer. Native advertising, which is brand or agency sponsored content that appears as a legitimate asset to the website it appears on, accomplishes this, rather than a flashy pop up or intrusive video. Native advertising is also a way to combat ad blocking. The key here is to engage consumers. Deliver them ads that pique their interest and leave impressions.

Get to Know Who You’re Targeting

In order to understand and reach customers, retailers are starting to use in-store beacons that connect to customer smartphones in and near retail stores, with the goal of an improved shopping experience. For example, when somebody is in a store that sells an advertiser’s product or service, this technology allows both coupons and advertisements to be sent to customers' phones with hopes that the relevant information will lead to a conversion. According to Digiday and Marchex, two-thirds of US marketers said mobile coupons are most effective in turning potential customers into conversions. This isn’t a secret either. In 2015, 40.5 percent of U.S. companies with 100 or more employees, used mobile coupons as a part of their marketing plan.

In-App Advertising

Consumers spend 90 percent of their time in apps and just 10 percent of their time in a browser. Apps receive most mobile users’ attention, so why not incorporate ads in places that get the most eyeballs? 2015 saw an estimated half of U.S. smartphone users as mobile gamers. Gaming apps along with any other kind of app, hold immense opportunity — the opportunity to reach larger audiences in a single day than targeting could. One app that is leading the way in mobile advertising is Facebook, which succeeds in optimizing advertising on any platform.

It should come as no surprise that mobile advertising success depends on the consumer. The success of a mobile strategy plan is determined by how well consumers receive an advertisement. If consumers resonate with an ad, they are more compelled to share it with others, and if they like it enough, a conversion is likely to happen.

Don’t sit back and let mobile advertising pass you by. Prioritize your mobile ad strategy and watch as new customers visit your site, increasing your ROI. Contact 10 Pound Gorilla to help you get started on your business’s mobile platform.

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