Mobile Advertising

Is Mobile the Future of Advertising?

By Staff Writer
In April 8, 2014
1432 Views

When it comes to the hottest topic in advertising, look no further than the item that’s probably on your person right now: a mobile device. Tied directly to rapidly evolving smartphone technology, mobile advertising is poised for its own rapid evolution, specifically in the following areas:

1. Social Media Advertising

Annoyed by banner ads on your desktop version of Facebook? Don’t worry, because you’ll likely be seeing less of them. Native-experience advertisements are a key component of the future of mobile advertising and Facebook is leading the charge. Designed to provide a more seamless, rather than disruptive, advertising experience, native-experience ads are built directly into your social media feeds. With the social feed as the medium, there’s a chance you won’t even notice the difference between an ad and an authentic post. Another perk for advertisers is that these types of ads tend to perform nicely for cross-device campaigns as they meld directly into the user’s feed, regardless of the platform.

Experts predict that by 2017, $11 billion will be spent on social ads, and 40% will be allocated for native advertising. That number seems high enough as it is, but the author of that forecast has admitted that he should have projected an even faster rate of growth. The quick ascension of mobile advertising in the social sphere shouldn’t be surprising considering that time spent surfing the web on a mobile device continues to fall, while time spent on social networks continues to increase.

2. Predictive Behavior Advertising and Geo-Targeting

Predictive behavior advertising is the premise of providing super-relevant ads based on what a person might do next when considering past behavioral patterns. With smartphone usage quickly outpacing PC usage, mobile advertising is a prime arena for companies to benefit from a predictive marketing strategy. By combining data such as purchase transaction history and mobile web searches with context clues such as a person’s location or the time of day, advertisers are able to make predictions about what that individual will do next, and tailor the content they see accordingly.

With people having a mobile device on their person at nearly all times, advertisers have the unique opportunity to blend digital and physical advertising. Next time you’re in a public place such as a grocery store or restaurant, take note of the people around you. In my experience, those that are not talking to another person or performing a task are almost always playing with a device. By tapping into these people’s locations, marketers can push targeted information directly to consumers at crucial moments.

3. Out-of-the-Box Ideas

With smartphone ownership more common than game consoles and digital cable, marketers are taking big leaps in coming up with unconventional ways to push information to users. Take, for example, an innovative new app for Android smartphones called Slidejoy. Though it might seem a little backward, Slidejoy actually pays users to watch and engage with mobile ads on their lock screens. Paying a user to watch your ad seems like a step in the wrong direction, but with a new study indicating that mobile advertising is twice as effective as desktop advertising, it might be crazy enough to work.

Though the social networks may be doing-away with concepts from traditional Internet ads, don’t write off disruptive mobile advertising techniques just yet. A successful mobile advertising campaign can still be waged with traditional tactics, so long as the execution is innovative. The popularity of video-based content spurred by the rise of apps such as Vine and Instagram has paved the way for using short videos as effective mobile advertising. The problem with disruptive techniques is that they’re very hit or miss, and for uninspired campaigns, it’s almost always a miss.

So is mobile advertising actually the future of marketing? That’s hard to say. With its hyper-fast arrival on the scene, mobile has become the star of today’s digital advertising show, but something shiny and new is likely waiting in the wings for tomorrow.

Looking for more information on mobile advertising? Check out how Target is revolutionizing the space with its Cartwheel app and learn more about tracking consumer buying habits.

Staff Writer

So who is this mysterious staff writer? Could be anyone really, as long as they meet our very strict criteria. 1) Worked with us in one capacity or another. 2) Have something pretty interesting to say. 3) Want to use our blog to say it. See? Told ya they were strict!