Why Mobile Marketing Matters
We spend a lot of time on our phones and other mobile devices. Online advertising increased 22% in 2016, and while for the first time mobile ad spending surpassed desktop ad spending, more should be spent in this area. Surprisingly, advertisers haven’t quite taken advantage of the time people spend scrolling through their newsfeeds and surfing the web on their mobile devices. Given this huge amount of time, advertisers should be dedicating more resources there.
How do we know advertisers and marketers are not fully taking advantage of the mobile ad space? Studies have found that while people are spending 28% of their media consumption time on mobile devices, advertisers are only utilizing, on average, 21% of their resources on mobile ads. The disparity between consumption time and ad spending means that advertisers are not fully tapping into the mobile market. Compare mobile stats to desktop stats: people spend 20% of their media consumption time on desktop, and advertisers have efficiently responded by allocating 20% of their advertising resources to this channel. Advertisers have also struck the appropriate balance of resource dedication for TV and radio ads. It is time to get on board with mobile!
Why else then should advertisers spend more on mobile? On a basic level, stores should be optimized for mobile users for SEO purposes. Google openly acknowledges that its search results favor mobile-friendly sites.
Additionally, Facebook ads displayed on mobile newsfeeds have a higher click through rate than desktop Facebook ads. And while advertisers can display desktop Facebook ads on either the newsfeed or the sidebar, mobile ads are limited to the newsfeed, and newsfeed ads have a higher level of engagement.
Lastly, the increasing level of mobile traffic on ecommerce stores is not declining anytime soon. A new study predicts that by the end of this year, 60% of ecommerce traffic will be from smartphones. If customers are shopping on their mobile devices, advertisers should be advertising direct to those devices. By the end of the year, it is also predicted that 71% of all internet consumption will be mobile.
Needless to say, it’s time to ramp up your mobile advertising game!
Any other reasons to jump on mobile advertising? Feel free to comment below.