With over 75% growth in mobile advertising in 2013
(AdAge Mobile Fact Pack) mobile is no longer an emerging channel. Even real
time bidding which changed online ad buying is becoming a common tool for the
mobile advertising market. Advertisers have realized that customers are
spending more and more time on their mobile phones and must find ways to
capture their attention.
There are a number of players competing for a slice
of the fast growing mobile ad space and consolidation will likely begin as the
dollar values start to increase. Google’s acquisition of Admob catalyzed the
mobile marketing space and many new companies emerged.
With half of all email being opened on mobile devices,
email continues to be a big aspect of mobile marketing. Other areas that show opportunity
are in app advertisements. Mobile app revenues are driven by gaming apps and advertisers
should explore ways in which they can display their logos on such apps.
Video is another aspect of mobile marketing that
shows growth potential in 2014. With high speed access and larger screens on
telephones, users prefer watching videos over reading. Shorter videos are the
key. Taking 30 seconds down to 10 or 5 will make a huge impact.
Nearly 90% of time spent on twitter was on the
mobile phone so advertisers need to come up with strategies that engage users
without disrupting their experience. Even Facebook is taking its Facebook exchange
and adding features that are customized for advertisement buying on the mobile
phone.
It’s clear that mobile advertising cannot be ignored
and it seems that the technology is finally catching up to enable marketers to
connect with potential customers without disrupting their overall experience.
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