Why mobile is the next big thing in advertising
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WHY MOBILE IS THE NEXTBIG THING IN ADVERTISING
By Newton Zheng, Digital Marketer
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Mobile advertising is a method of advertising that appears on mobile devices such as smart phones
and tablets. Advertising can be in the form of banner advertisements that appear embedded in a
mobile web site or in downloaded apps [1]
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With so many options, advertisers are constantly looking for the best
advertising medium. Of all these mediums, mobile is expected to become
dominant in the upcoming years [2]cc:AGmakonts -https://www.flickr.com/photos/51780704@N05
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4 REASONS FOR THE RISE OF MOBILE ADVERTISING
1. More people now have and use mobile devices
2. Large opportunity for growth3. Affordable & effective medium4. Real-time marketing
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#1: MORE PEOPLE NOW HAVE AND USE MOBILE DEVICES
9 out of 10 people in North America own a cellphone [3]cc:gareth1953CataractCreatingChaos- https://www.flickr.com/photos/40837632@N05
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In Canada, 67% of Canadians own a Smartphone, up from 34% four years ago [4, 5]
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We check our Smartphones 150 times per day [6]
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Our Smartphones are now integrated into nearly every aspect of our lives,
like an extension of our body [6]
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#2: LARGE OPPORTUNITY FOR GROWTH
Mobile will grow more than two times faster than all other advertising mediums in the next 5 years [7]
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Mobile advertising revenue in the U.S.
will grow by a five-year
compounded annual growth rate
of 42.6% to $42 billion by 2018 [7]
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Meanwhile, traditional advertising mediums continues to decline. For example, TV and radio advertising revenue will decrease by a five-year
compound annual rate of -2.8% and -16.8% respectively [7]
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In the U.S, 24% of the time spent on media consumption is on mobile while only 8% of
advertising spending is on mobile, creating $25 billion in open opportunity for unsaturated
advertising [8]cc:peasap - https://www.flickr.com/photos/21314760@N00
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By comparison, 37% of the time spent on media consumption is on TV, but 41% of
advertising spending is already spent on TV, making TV advertising very competitive and
expensive [8]
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#3: AFFORDABLE & EFFECTIVE
Example: Advertisers pay Kiip, a mobile advertising platform, only when a consumer accepts an advertising offer, with fees ranging
from 25 cents to $3 per interaction [9]cc:LendingMemo - https://www.flickr.com/photos/92802060@N06
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By comparison to a traditional outlet, television advertisements have limited spots with high expenses. One 30 second advertisement on
national television costs an average of $342,000 and the impact of the advertisement can vary [10]
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Not only is mobile advertising is affordable, it can also offer high engagement rates, making it very
effective [11]
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Mobile app advertising platforms such as Kiipoffers a 20-25% engagement rate. This is the percentage of viewers who saw the offer and clicked through, going on to enter their e-mail
address or other information [11]
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#4: REAL-TIME MARKETING
Many phones now come with location-tracking features, such as iBeacon. This allows third-party apps to know when you enter a
store, where you go, what you look at, and when you leave [12, 13]cc:a4gpa- https://www.flickr.com/photos/94833286@N00
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The availability of location based data from mobile devices is a major advantage for marketers. For instance, when advertisements are shown for a store to a potential customer nearby, they are able
to boost store traffic by 40% [13]cc:Ktoine - https://www.flickr.com/photos/49170045@N07
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“Location unlocks the many rich layers of data which marketers can analyze, such as weather, local events, and demographics, to get a full
picture of what is going on at a certain location in real-time” - Ran Ben-Yair [14]
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“Mixing and matching these several ‘real world’ data layers allows marketers to create content for dynamic,
on-the-go audiences. Combining all these data layers to find the right audience for your message is what makes in-app advertising truly effective” - Ran Ben-Yair [14]
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Unlike traditional advertising mediums such as newspapers, magazines, television, and radio, mobile advertising offers advantages such as the potential to reach the right consumers at
any time and any place [15]
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CONCLUSIONMobile will rise as a dominant medium for advertising due to the increased
usage of mobile devices, the large opportunity for growth, the returnon investment, and the unique real-time marketing opportunities. With so many reasons, now is the chance for you to take advantage of this unique
opportunity to help your company to grow.
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Do you need help with creating a mobile advertising campaign? I am here to help. Contact me at
[email protected] and let’s get startedcc:flazingo_photos -https://www.flickr.com/photos/124247024@N07
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MLA References:[1]"MobileAdvertisingDefinition|Investopedia".Investopedia.N.p.,2015.Web.5June2016.[2]"AdvertisingMediaPlanningExample|MarketingMediaPlanning|SmallBusinessAdvertisingMarketing".Bizmove.com.N.p.,2016.Web.5June2016.[3]Matrix,Sidneyeve."Module01DigitalLiteracy".Vimeo.N.p.,2016.Web.5June2016.[4]Matrix,Sidneyeve."Module03Mobilities".Vimeo.N.p.,2016.Web.5June2016.[5]Eichler,Leah."SorryToBeRude,ButMySmartphoneNeedsMyAttention".TheGlobeandMail.N.p.,2016.Web.5June2016.[6]Margalit,Liraz."WhyWe'reAddictedToOurSmartphones,ButNotOurTablets– SmashingMagazine".SmashingMagazine.N.p.,2015.Web.5June2016.[7]Hoelzel,Mark."FORECAST:MobileWillGrowFasterThanAnyOtherAdMediumInTheUSAsDigitalCatchesUpToTV".BusinessInsider.N.p.,2016.Web.5June2016.[8]"MobileMarketingStatistics2016".SmartInsights.N.p.,2016.Web.5June2016.[9]Ankeny,Jason."Kiip:AWin-WinForAppDevelopersAndAdvertisers".Entrepreneur.N.p.,2012.Web.5June2016.[10]Becket,Xander."TheCostOfAdvertisingNationallyBrokenDownByMedium".WebpageFXBlog.N.p.,2016.Web.5June2016.[11]Krashinsky,Susan."InterpublicSignalsGrowingMobileAdvertisingInterestWithKiipInvestment".TheGlobeandMail.N.p.,2013.Web.5June2016.[12]Golbeck,Jennifer."ThisAppTracksYouWhileYouShop".SlateMagazine.N.p.,2016.Web.5June2016.[13]Dwoskin,Elizabeth."WhereWereYou3MinutesAgo?YourAppsKnow".WSJ.N.p.,2016.Web.5June2016.[14]Chen,Yuyu."WhyIn-AppAdsMayBeTheFutureOfMobileAdvertising|Clickz".Clickz.com.N.p.,2016.Web.5June2016.[15]Wong,Choy-Har."MobileAdvertising:TheChangingLandscapeOfTheAdvertisingAgency".ScholarsPortalJournals.N.p.,2016.Web.5June2016.
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