Billboards, commercials, radio, mobile ads…which ones leads the pack? Well, the fact that mobile advertising reaches the customers on the most personal level, right in the palm of their hands, it wins, and consequently, in-app advertising spend across all mobile devices will reach $7.1 billion by 2015, up from $2.4 billion in 2012, according to a new forecast from research firm Juniper.
Innovation in Mobile Advertising
Interesting fact-chains at work percolate to the surface. The more engaged a user is with the advertising material, the more likely they are to click on it, and with companies using apps to increase the interactivity of their ads, engagement with mobile advertising will rise. The trick is mastering what innovative brands are doing across the world, using rich media ads not only to draw consumers in with highly appealing experiences, but also to adapt adverts to meet their business needs. This could mean adding items like a map of nearby stores to an ad, or even a button which dials a sales line so the user can instantly get all the information they want.
This past year, itself, offered quite some motivation for mobile advertisers and marketers across the legion. Digital advertising revenues reached a new high of $31 billion in 2011, up 22 percent year-over-year. According to the Interactive Advertising Bureau, the mobile segment experienced the fastest growth of all advertising categories, raking in 2011 revenues of $1.6 billion.
Critical Lessons in Mobile Marketing
Consumers are spending ever more time using apps on their smartphones and tablets and it is crucial to ensure that marketing material is adapted to suit that ecosystem. However, while some brands have been willing to experiment with mobile advertising, there are many more that have yet to even develop a suitable mobile website. These brands risk missing a key opportunity to reach consumers, which is critical when you consider that mobile has higher response rates than those seen anywhere else.