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Mobile Advertising Trends for 2014

SEPTEMBER 19, 2013: Luke Anderson, Marketing Coordinator
Marketing Strategy Mobile Online Marketing
Marketers have seen a drastic change of where dollars are spent when it comes to online advertising. According to AdvertisingAge, mobile ad spending will hit $8 billion in 2013. Considering the amount of money being spent, and the variety of ways marketers can reach their audiences, do you have a sound mobile strategy?

We are bombarded with ads on a daily basis. And that trend is only going to accelerate. Remember when there were only a few ads on Facebook? An ad here and there before YouTube videos? Some of these ads are “skippable,” but they are becoming more and more unavoidable.

Here are some eye-opening statistics according to AdAge’s Mobile Fact Pack that show just how fast mobile is growing:
  • U.S. mobile ad spending is projected to hit $11.8 billion in 2014
  • There was a 75% growth in U.S. mobile ad spending for 2013
  • Before year’s end, mobile ads will account for more than 50% of Facebook’s revenue; Google’s projected mobile ad revenue is $4 billion
  • In 2013, there were 123.1 million U.S. tablet users (projected 143.2 million in 2014)
It makes sense that advertisers are spending so much in the mobile space. More than 20% of American cell phone owners use phones as their primary way of accessing the Internet, according to a Pew Internet & American Life Project study. Two in three cell phone owners use them to surf the Web and check email, double the amount from 2009. Perhaps most interestingly, the biggest jump in online phone owners in the past year was among 50 to 64-year-olds.

So what does it all mean? The phone (and tablet) is becoming the primary, not secondary, source of surfing the Web, checking email and performing local searches.

Financial and healthcare marketers need to adjust to this fast-moving trend or risk getting lost in the shuffle. With the growing market comes the increased opportunity to target specific audiences and reach them at the most opportune moment.

Here are some things to think about regarding mobile advertising as 2014 approaches.

Start with the insights. Consider how your audience is using (or will use) mobile devices. Try to identify patterns and behavior. Are they using mobile for personal expenses? Social media? Local searches? Email? Use that insight to guide your overall strategy.

Use mobile to deliver the right message at the right time. Your audience expects mobile messages to be more tailored and customized compared to other advertising channels. Almost everything that is consumed on a smartphone relates to some sort of personal experience or interest. Segmenting your audience and targeting them in specific ways is crucial. Keep in mind consumers don’t generally like mobile ads unless they offer something that has an immediate action (i.e. a Tweet to share, giveaways or videos).

Mobile lifestyles are changing how consumers search. As mentioned earlier, some consumers are opting to make their mobile device the primary means of search, whether the need is immediate or not. Immediate needs might include using a phone to find the closest bank, gas station or restaurant. However, now people are starting to conduct even leisurely searches from their phone. Why get up from the couch to turn on a PC or laptop?

Mobile will overtake traditional PC advertising. While using traditional online advertising is certainly still effective, it is predicted to peak in 2014 according to eMarketer. Where will those extra PC ad dollars go? You guessed it: mobile. Ads designed intelligently for mobile can make a big difference, despite size and functionality restrictions.

As Michael Learmonth, digital editor of AdAge says “By the end of the year, you can imagine a new divide emerging: the brands that have successfully made the transition to mobile, and those that haven’t. Which side will you be on?”

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