Internet ad spend rose 10.1% during Q1 2017, mainly driven by mobile which experienced a 36.2% year-on-year increase in spend.
However, as with any emerging media, there are a number of challenges that the industry needs to tackle head on to ensure continued advertiser confidence in mobile advertising.
Mobile has also shown to be successful when used in conjunction with other media channels. It can complement offline channels (TV, OOH, press) to encourage brand interaction, and campaigns have shown that the online and offline channels work better when paired together, than the individual channels alone – for example, when mobile and OOH are paired together consumers are 17% more likely to interact with the brand on their smartphone. Despite these impressive results, there is still a job to be done to help clients fully understand mobile capabilities and start changing behaviours to thinking mobile-first. Advertisers need to use mobile throughout the consumer decision journey – and measure the effectiveness correctly – in order to truly see the impact on objectives.
Understanding the audience and their behaviours are as important in mobile as the overall strategy. Defining the audience and identifying targeting using data segments can improve campaign efficiency, in terms of delivering the right message to the right person at the right time – marketing classics. With mobile, you open up a raft of additional insight to inform your audience segment and how you target them. Utilising location signals, an advertiser can learn more about an audience to power the targeting. This is really powerful for an advertiser to pinpoint the right person.
Mobile has been changing the world for some time now and will continue to do so. It is our role to help our clients navigate the mobile landscape and encourage them to spend their budgets in the smartest way possible by placing their consumers at the forefront of all campaign planning.
*Deloitte, State of the Smart Report, October 2017
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