Mobile marketing is often a core part of a businesses overall marketing strategy. That’s because smartphone and tablet use is still on the rise. This year, over a third of the world’s population (2.4 billion people) will own a smartphone, according to projections by Statista. And it’s apps that are getting the most attention. According to eMarketer, US consumers spend 86% of their smartphone time in-app rather than on mobile web. Advertising on mobile is now crucial to reach consumers using apps like Facebook and Gmail. However, consumers aren’t simply ditching their laptops for mobile. They’re accessing content across more screens than ever before. Sixty four percent of internet users still name a laptop, desktop or tablet as the most important device for going online.
Now that most of us are officially mobile-first internet users, how is the mobile advertising industry responding? A report by comScore reveals that 65% of digital media time is spent on mobile, largely driven by smartphone app usage (consumers spend 85% of their time on smartphones in apps, according to Forrester Research). It’s no surprise then that mobile advertising spend has soared. The latest figures from IAB UK show that in 2015, mobile ad spend grew by 60% (from the previous year) to reach a whopping £2.6 billion. Mobile advertising can include anything from video ads and mobile website display to in-app ads. The very nature of mobile (as a personal device) calls for a personalised approach with precisely targeted advertising campaigns for the best
The value of a mobile demand side platform (DSP) lies in its transparency. Mobile DSPs allow you to buy mobile ad inventory, across a range of publishers, through a single platform. You can see the market rate for every impression you buy, control which exchanges you want to buy across and how much you want to bid. Not only that, mobile DSPs use data from publishers, advertisers, ad tech companies and third-parties to make media buying more efficient and match ads to audiences, in real-time. UK mobile ad spend is set to grow 35%, in 2016. That’s a whopping 27% of all UK media ad spend, topping the country’s TV ad spend for the first time. As mobile continues to gain momentum, advertisers face the challenge of ensuring
Your app is one in a million. In fact, it’s more like one in one and a half million. As of July 2015, Android users had 1.6 million to choose from and Google’s App Store boasted 1.5 million apps. To get noticed in such a crowded market, differentiation, targeting a niche, creating a buzz, establishing and re-engaging your user base, and app store optimisation are all key factors in a killer app marketing strategy. According to a new recent report by mobile analytics firm Flurry, mobile app usage was up 58 percent in 2015. Yet, 40 percent of the total growth came from existing users. Which means re-engaging existing users could be where the most value lies. That, combined with the challenges of ad-blocking usage,