Digital
ad shifts to website and mobile app. Not really surprising: we’re spending more
and more time focus on our smartphones. At home, at work, in the train, we’re
checking social media, sending e-mails, watching videos, etc. They tend to be the
most used media in the world: consumers will have the potential to engage with
brands at any time and any place. This is one of the main reason brands should
invest in mobile ad!
As
mobile use is constantly evolving, marketers should spend more money on mobile
advertisement. The more they will make mobile advertisement the more people
they will reach. In fact, with mobile advertisement you can target more easily
your audience. Thanks to big databases of users on the apps market, you can
cross information between apps and so target interesting audience.
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| ©salesforce.com
Those
graphs represent the evolution of the part of mobile in digital ad spend. According to emarketer.com, mobile ad spend by
US advertisers will rise to $40.24 billion by the end of 2016 and the whole
mobile advertising market will surpass $100 billion.
Benefits
from mobile advertising are various. You have deeper user information, users of
app are identified personally, it increases the intimacy with your customers.
You have a more sophisticated targeting thanks to a wide number of acquisition sources.
You have lower cost and higher return, more people will be looking at your ad’s
and you will have a better targeting due to the ability to only target “relevant”
customers.
To
conclude, mobile is the most personal device that consumers own. Marketers
could know where consumers are in real-time. They can also know other
information on their activities like food preferences for example. With mobile
ad, companies could develop their brand thanks to SMS campaign for example,
conquer new consumers, generate revenues, and increase customers’ loyalty.
Géraldine Caenen & Clara Terol
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