BI Intelligence predicts that U.S. mobile ad spend will reach around $42 billion in 2018, up by a five-year compound annual growth rate of 43 percent from 2013.
Jupiter Research estimates that in-app mobile ad spend will reach $16.9 billion by 2018, compared to $3.5 billion in 2013. While app downloads will increase exponentially by then, the majority of in-app advertising expenditure will be allocated to social mobile giants like Facebook and Twitter, according to the company.
In-app advertising works well because it is enhanced by location data, which is the first step in understanding context and increasing engagement. Location unlocks the many rich layers of data which marketers can analyze, such as weather, local events, demographics, to get a full picture of what is going on at a certain location in real-time. Combining all these data layers to find the right audience for your message is what makes in-app advertising truly effective.
Considering the fact that there are more than two billion smartphone users worldwide, and the number of daily mobile moments now exceeds 30 billion, here are a few tips for successful advertising on mobile:
- Use the Native advertising: which is advertising that adapts to the look, feel and user experience of the surrounding content — has shown to be a powerful tool for connecting with consumers on mobile. Digital advertisers should embrace mobile screens’ smaller size and the habits of mobile users, by choosing the right ad formats and creative approaches, personal and highly adaptable to user context.
- Be visually stimulating and direct: do not forget that less is more, so if your ad is visually overwhelming and too busy to catch anyone’s eye, it could ultimately fall victim to ad blindness. Unless the goal of your campaign is strictly branding, you should also include a call-to-action button.
- Use data targeting and retargeting: Customer retention is much less expensive than new customer prospecting, and it should be a significant focus of the mix of brands’ digital advertising activities as a result. Data targeting, including retargeting, allows marketers to harness the power of consumer intent, eliminate waste and form ongoing relationships with valuable visitors and consumers. When executed thoughtfully, retargeting can result in high returns for advertisers.
