Many factors militate for mobile ad, such as less advertising clutter, lack of competition, less retention rate , and very often page view guarantee. An in-text ad, which on the desktop descends among dozens of ads, typically takes up more than half of the screen on the mobile. Also, mobile CTR is higher. It can be even up to 11 times on selected compared to the desktop versions.
Great mobile advertising career is just getting started. Throughout the day smartphones are witnessing what we do online and offline. They are the missing element in holistic omnichannel communication that is just getting started. Scenarios based on data from the mobile channel give marketers the opportunity to get the insights that nowadays can only be seen in science fiction series.
Data show that nearly 80 percent of time is spent in mobile apps. This place without cookies is mysterious and is still not fully understood by marketers and publishers. How do polish publishers deal with thousands of applications that steal time spent on web portals? Social media, games, video are the most popular contents on mobile showing both Selectivv's internal data and research, such as ComScore. It is also important to remember about two global players that have dominated the ranking of applications. Google and Facebook have 9 of the 10 most popular applications in the world (data from Statista).
Today, the work that must be done by providers of mobile solutions, should be focused on the education of agencies, media houses and marketers in the use of data to improve the quality of advertising. Narrow, precise targeting according to demographics and behavioral data, use of location data in real-time (geotargeting), historical data (Geotrapping®) and proximity marketing that will dominate mobile marketing in the following months.
I am excited and and look forward to the rapid growth of mobile in the advertising market.
