5 Keys to Mobile AdvertisingThings to consider for mobile marketing.
Mobile ad spending was 70% of total digital ad spending in 2017, and is expected to grow to 79% by 2021.(1) Mobile advertising is a pretty broad category, so where are marketers putting their dollars to support mobile marketing? Mobile display represents 51% of total mobile ad spending (2), meaning there is a huge amount of advertising spend behind mobile display advertising.
So, what are the key things to understand about mobile advertising as you add this tactic to your digital marketing campaigns?
1. Mobile Audience Continues to Grow
It’s still relatively easy to underestimate exactly how large the mobile web audience really is. Mobile is no longer a small subset of total internet usage. In more ways than ever before, mobile is starting to dominate. In the U.S., 93% of all internet users are mobile device internet users. (3)
2. Mobile Offers Stellar Audience Targeting
In addition to the hundreds of options in demographic, psychographic and behavioral targeting available on mobile, it’s possible that mobile ad targeting is more effective. According to a comScore report, desktop devices are more likely to have multiple users. Marketing Charts refers to this as a potential explanation for mobile ads reaching intended audiences more than desktop ads when averaged across campaigns. (4)
3. Mobile Is More Immediate
Mobile devices feel more immediate and personal, creating a great environment for better ad engagement, especially when ads are served to an already engaged audience. USA TODAY NETWORK offers a variety of high-impact and rich media options for mobile advertising, including the First Impression and Mobile Gravity ads.
4. Mobile Is Active
Mobile devices tend to be used on the go, which is great when you want to engage customers with an offer they can use right now. Audience targeting, geo-fencing and a focus on optimization can help you test and maximize mobile advertising conversion rates.
5. Mobile Continues to Change
Mobile marketing and mobile advertising continue to change as mobile device usage and digital mobile display advertising format and targeting capabilities change. It’s important to keep up with what’s happening in digital, and partner with a mobile ad network that can deliver on viewability of your ads. And, always optimize for continuous improvement.
The key to mobile advertising is understanding how mobile audience growth and audience targeting capabilities can be paired with increasingly effective mobile ad formats and optimization for better ad engagement and conversions. And, of course, being ever mindful of how mobile continues to change along the way.
We Can Help
We know mobile advertising and can help you effectively add this tactic to your overall marketing strategy. We combine the resources and reach of a national network, including unmatched customer insights and a premium mobile audience, with the heart and soul of a local partner, including a local optimization team. Contact us today to get the conversation started.
1. eMarketer.com, US Mobile Ad Spending 2017-2021, September 2017.
2. eMarketer.com, US Mobile Display Ad Spending 2017-2021, August 2017.
3. eMarketer.com, US Mobile Device Internet Users 2017-2021, August 2017.
4. MarketingCharts.com, “Audience Targeting Is More Successful on Mobile Than on Desktop,” September 2017, https://www.marketingcharts.com/advertising-trends-80198