The Mobile Advertising Landscape.
Posted on 9th September 2016 by
Time to read: 7 minutes
Let’s talk about mobile advertising. We live in a multi-screen world. And that’s not just digital devices it includes TV, computers, mobile, tablet, desktop, laptops and an array of other devices we may use to connect to the outside world. In order to connect with our customers, then business must engage consumers in their multi-device life.
Back in 2013, TV was still the forerunner, with mobile usage creeping up behind. Last year mobile had increased exponentially and taken over, dominating the time we spend engaged with major media. This article shows figures from the USA, but the trend is similar in the UK and increasing worldwide.
The time we spend on mobile is 85% on Apps. Read More. We don’t use our phones as phones today. They are our own personal assistants. Usage of the internet on computers is also decreasing. Tablet usage is highest amongst the older generation aka “silver surfers”
Smartphones are now the UK’s Number One Device
It’s official. We spend more time on our mobiles than any other device. The main reason for this has been the surge in 4G. See Offcom report. We spend at least on average 2 hours 51 minutes a day engaging with mobiles.
How does this relate to mobile advertising with Google? The Google Display Network (GDN) and its partners provide an opportunity to engage with your existing, considering potential customers in-app, whilst browsing and on YouTube to name a few.
Where are we spending our time?
One of the many lightbulbs to come from this event was recognising where our customer base is and how we need to engage with them. For those of you confident with Facebook campaigns, it may be that you have not considered the value of sponsoring your video onto the YouTube platform, which currently is the worlds second largest search engine. Four billion videos are viewed on YouTube a day, and six billion hours of video are viewed a month. Think its a waste of time putting an ad there? Think again. For the 85% of mobile device time spent in-app, only 20% or so of that is spent on Facebook. A well rounded digital campaign with multi-channel options will give you the best chance at reaching people wherever they are.
It’s common to think because your favourite app is Facebook, that’s what everyone else does too, but thinking like this and ignoring the data can hinder your advertising strategy. For example, most people I know use an iPhone. because of this am I to assume that the iPhone has most of the market share in the UK and I should discount Android? In fact, the iPhone has around 15% of the market share. Android has over 49%. Think about it before committing to those limiting self-beliefs I hear quite often like no one uses an android, or AdWords is just a waste of money. Do your research.
Platform to Platform: Comparing Mobile Advertising.
A typical complaint is mobile conversion rate is higher, or not as many conversions happen on a mobile full stop. There are a few reasons for this, the most obvious of which you may not have considered. Our mobiles are our own little pocket helpers and they may be responsible for far more clicks than you realise.
Over 65% of us start our activities on a mobile and then continue on a laptop. 66% of UK Adults use smartphones daily, compared with around 40% 2-3 years ago. Over 90% of 16-24-year-olds using one and the largest uptake being the 55+ demographic with over 50% now owning smartphones compared with about 15% three years ago.
77% of mobile users use said mobile for research. 46% of us have purchased on their mobile, but here’s the one we often miss: 40% have researched a product on mobile later bought on a computer and staggeringly 90% of people who research stuff on mobile go on to make a purchase. In fact, Mobile devices are shopping assistants for consumers.
The “Showrooming” Phenomenon
This is when you go to view a product physically, in a showroom and then go on to complete the purchase online. Whilst mobile advertising you can reach customers at that critical time whilst they are in that all important “research” phase.
IAB reports on the digital AdSpend for 2015. The UK spent over £8bn last year on digital advertising. The display is growing exponentially. Don’t take our word for it. look at the statistics here. 65% of people notice ads on their mobile.
Mobile Advertising: What can you Do?
One of the first things to do is ensure you have a well optimised mobile site. If you don’t have a mobile optimised site, why are you sending traffic to it?
Also, remember most activities begin on mobile but don’t end there. 82% went on to purchase in store, 45% purchased an online desktop/tablet, only 17% purchased directly on the mobile phone. This means mobile has gone on to help with many purchases that ended up elsewhere. 40% of us went to a competitor if we landed on a site that was no good on mobile. An Adwords Mobile specialist like ourselves will be able t0 show you how your mobile assisted in those valuable conversions by using cross-platform reporting.
Mobile speed is important. On average one-second improvement in mobile site, working can improve conversations by 27% Try testing your speed with this handy tool from Google. Speed can depend on a variety of factors though, such as your hosting company. Our own site fluctuates on speed due to hosting. We keep file sizes to a minimum and for that reason, we are currently moving to a much faster platform.
Mobile Site Optimisation
Some other things you can do is ensure your mobile site has click-to-call buttons for complex interactions. Do you have a complex form or extensive research on your desktop site that could be handled by a call if someone was in that critical research stage on mobile?
Make it easy to continue on another device. Perhaps by allowing users to log in to your site with Facebook or Gmail. People move between devices during the day.
The best advice of the day was simply this. “Be there, Be relevant, Be optimised.” 40% turn to competitors after a bad mobile experience. Ensure you do everything to make your customers as comfortable as possible when they are with you on mobile.
With our changing landscape, we plan to offer much more advice on Mobile Site design. We always advise the implementation of mobile best practice in our projects. We are a Manchester Digital Agency & badged Google Partners with a specialism in mobile advertising, search and display. Talk to us today about your campaign strategy. Call 0161 826 1222 or drop us a line at email@example.com
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