Mobile advertising is becoming increasingly important. According to estimates by Zenith media house, the value of global expenditure on mobile advertising for the first time exceeds the amount of advertising on desktop. It will account for 53% of global spending on the Internet.
For a long time, a lot of people in the industry have been predicting the fact that mobile will overtake desktop and even television. However, it is known that industry and lobbying groups are one thing, and consumers purchasing decisions are another. But recently the situation has changed dramatically. Media planners increasingly choose advertising space in applications and on mobile sites due to few key elements.
A year has just passed since the first time mobile statistics in the world have turned out to be higher than desktop statistics. According to statcounter.com, in November 2016, 51.3% of Internet users used it on mobile devices. Currently this rate has increased by more than 55%.
Traffic generated by smartphones and tablets is growing very rapidly. We use computers nowadays mostly at work, in strictly defined tasks, such as sending emails, filling in CRM, or using office tools. Meanwhile, during free time, for example, during lunch, traveling by public transport, or while shopping, we use a phone or a tablet, so we have more time to absorb new information and interest in advertising exactly then.
More often we make purchase decisions on a mobile. Even if we do not always finalize transactions this way, we look for products on mobile devices. Making a purchase online or a decision to go to a shopping mall usually falls under the influence of a small screen. More and more advertisers of e-commerce as well as of traditional retail are realizing that smartphones and tablets play an increasingly important role throughout the entire buying process.
As shown in the infographic below based on comScore data, mobile advertising is often three times more effective than desktop advertising. Advertising, which often takes up more than half of visible screen and is not lost among dozens of other ads, builds a better brand awareness, generates a greater tendency to commands and arouses a stronger purchasing intent.
When talking about mobile advertising a lot of people in the advertising industry think only about mobile web advertising. However, according to comScore, more than 80% of mobile traffic on the Internet comes from the application. Users prefer apps because they do not have to log into the site every time, and everything works faster because only the content loads . More and more users install applications on a desktop of their phones to make it easier for them to come back to these apps.
Application market is still a mysterious zone and is not yet fully understood by marketers and publishers, also, it is deprived of cookies. As the researches conducted by ComScore show, the most popular mobile content nowadays is social media, games and video. It is also worth remembering about two global players, Google and Facebook, that have dominated the ranking of applications.
The application is always with user - no matter if he or she is at work, at home, on vacation or in shopping mall. Using app for the first time, user agrees to share certain data. As a result, the installed application is a great tool to get to know the consumer, his or her habits, what/which is a valuable source of information for advertisers.
Every day in Google Play and Apple App Store appear from several hundred to almost a thousand applications . Most of them are free and have advertising space. In order to conduct a mobile campaign, we do not need to contact each publisher separately. The DSP platform, which integrates with global advertising networks, allows you to run your campaigns across multiple mobile applications and pages at the same time. Thus, we save time and money.
The advantage of Selectivv Mobile House platform is the built-in DMP engine, where algorithms aggregate, process and profile data. An advertising campaign is automatically optimized, and the advertiser receives additional information about the target audience of advertising.
For example, if we get a query regarding displaying of an ad in any application, we obtain information about the phone model or the mobile network operator. Using historical data collected through DMP, we know that this user a few months ago used the application that provides gender and a few minutes ago weather app indicated location. With this data, advertisers can target the campaign more precisely and reach the desired audience.
The growing role of mobile devices in our everyday life and the development of technology that use data shared by users of mobile devices clearly indicates the direction of activities for marketers and advertisers.
