To say that mobile advertising is the future of advertising would be an understatement. Simply put, it’s already here and outpacing other ad formats by huge numbers. Have advertisers caught up with the trend? Not exactly, as the disparity in money spent on mobile platforms is still surprisingly low compared to the percentage of time users spend on mobile. The term “mobile first” often is coined for users who have contributed to the shift in mobile usage surpassing desktops and laptops for accessing information.
As millennials continue to become the dominant target market, marketing efforts have to continue to compete with their values as consumers. Millennial media especially when combined with social media is now subject to tons of data to determine what is most effective for monetization and retention. The entire mobile landscape has encouraged everyone to produce sharable content and sharable content has to be concise and to the point.
Brands often times struggle to keep up with the many creative & new ways mobile devices shape advertising. Advertisers have adopted native ad formats, interactive pop ups, and even mobile video ads where over half of mobile data traffic comes from. Progressive mobile advertising goes beyond the phone itself and into third party applications and uses including QR codes for scanning, and how to interact with new wearables such as watches and smart bands.
Marketers have adapted to this fairly well and as saturation of mobile devices continues to rise for consumers that means more opportunity to connect with new users via mobile. Even design is approached with a “mobile first” mentality which means carefully crafting content for a smaller platform. The real estate in screen size is a lot more limited in mobile advertising which leads to marketers picking ad content with the bare essentials and not the unnecessary fluff that goes with bigger ads. Mobile advertising stresses clean user interfaces and experiences, not invasive super large ad content used to catch attention.