How Advertisers Are Adjusting to Today’s Mobile Reality
By Dascha Bright |
Mobile advertising is no longer the “next big thing.” It IS the big thing in advertising. According to new 2016 ad spending numbers from PWC and the IAB, mobile now accounts for more than half of all digital advertising dollars in the US. In fact, mobile ad spending grew by 77% over the year prior, suggesting not only that “the year of mobile” has finally arrived, but that its dominance will only increase in coming years. As mobile takes up a greater share of ad dollars, what does this mean for TV and video advertisers looking to continuously evolve their own ad spending strategies?
Mobile video ad units are growing in importance
Recent research emphasizes that a growing share of consumer video consumption is shifting to mobile, making it critical that advertisers consider how mobile fits into their own video campaigns. This includes understanding the proliferating range of new mobile-friendly ad formats, as well as how to better integrate mobile into multi-platform campaigns.
Advertisers need to think about mobile video differently
Mobile devices aren’t just a new, smaller, type of screen for ad content. In fact, the various interaction methods like swiping, tapping and zooming that are built into the mobile experience are helping to open up a whole new range of exciting opportunities for advertisers. Although there are plenty of ways to scale ad campaigns across multiple screens, advertisers should also consider how these mobile interaction methods might enable new types of branded experiences that are more engaging and impactful.
Mobile increasingly means social
One reason for the growing investment in mobile ad formats is the popularity of social media. Advertising giant Facebook now earns 85% of its quarterly income from mobile-driven campaigns, evidence of the success of mobile ads within social media newsfeeds. Not only are these continuously-updating streams of content well-positioned to encourage more consumption of video by consumers, they’re also proving to be the perfect testing grounds for video-driven ad campaigns and original programming.
Investment in mobile advertising shows no signs of slowing down, a trend that increasingly means TV and video advertisers will need to adjust their own approaches accordingly. But along with the challenges come new opportunities for more ad innovation, more impactful creative, and greater reach. The time has come for the ad industry to wholeheartedly embrace the mobile revolution.