A Shift from the Traditional for Brands
Consumer habits are changing, and with those changes comes serious shifts in marketing. Traditional media has been struggling for years as more people choose digital avenues for media consumption. Smartphone market penetration reached 80 percent in 2016, putting easy access to digital media everywhere. Combine on-the-go access with a rapid expansion in the amount of video content available, and the trend toward mobile is clear. So the real question becomes: What are marketers doing to leverage this trend?
Spending Shifts in Action
In 2017, for the very firsts time, mobile ad spend overtook TV. The following year, mobile ad spend reached $76.17B versus the $69.87B of television. As more consumers spend more time on mobile devices, that trend is likely to continue. Some estimates put total digital ad spend at 43 percent of all media ad spending by 2020. When that happens, mobile ads will represent more than all print, TV and radio advertising, combined.
Traditional Transforms for Mobile Consumption
Television and news are moving toward mobile channels, now. Sporting events broadcast simultaneously to TVs and digital channels. News reports post on social media sites and on brand sites, letting viewers decide on when and how to interact. As this change continues, these “traditional” marketing avenues become an integrated part of the mobile landscape.
Where are the Mobile Dollars Going?
Video makes up 59 percent of mobile ad spend, according to a recent survey by IAB. Brands are shifting focus from one channel to another, but video continues to be a strong performer, regardless of platform. Mobile video can encompass everything from direct-to-consumer to social media advertising, but for best results, it is important to track where consumers spend most of their digital time.
Following the User for Better Engagement
If you want to engage with mobile users, you need to approach them using their preferred channels. That means a move away from internet-based advertising and email, and toward in-app options and peer-to-peer messaging. Users are six times more likely to be using an app than they are to be browsing the web. Mobile apps allow users to engage directly with brands they know and follow.
Keeping Up with a Moving Target
If potential customers spend most of their digital time on apps, that’s where brand advertising needs to be–in-app. What that means in real terms may encompass a range of strategies. Some companies are investing in chatbots to handle customer service inquiries, but video messages top the list for performance. In fact, 90 percent of customers say a video ad helps them make a buying decision. Even small- and medium-sized businesses are having enormous success with video. It doesn’t take a massive budget and agency expertise to launch a mobile video marketing campaign.
Making Video Work for Mobile
At YouAppi, we help dozens of brands leverage their mobile audience. Mobile video is the new way to connect with customers, and traditional methods are increasingly marginalized as more users grow comfortable with on-the-go technology. From tablets and wearables, mobile connectivity is the clear winner for communication with today’s consumer. Let us help you drive awareness for your brand through quality video inventory and a data-driven strategy that leads to verifiable ROI.