Mobile ad network, Widespace, just released its Mobile Trends 2016 report, which highlights key areas of growth in mobile advertising this year. Users now spend an average 3.5 hours a day using their mobile devices, justifying predictions that mobile advertising will account for 66% of digital spend by 2018.
Widespace releases predictions for mobile advertising 2016
Widespace’s top mobile advertising predictions for 2016 are:
- Video is king – Digital video consumption is growing at a rapid pace. Consumers are predicted to consume 70% of media on their mobile devices by 2018.
- Tailored content – Tailored ads that feature shorter and easier to understand creatives are reaching more mobile users.
- Appification – Mobile users now spend 90% of their mobile time in-app, with 84% of them using just five apps or less.
- Wearables – Whilst wearables haven’t yet latched on, global sales are expected to reach $100bn by 2018 with new innovations coming in 2016, including a second generation Apple Watch. IoT is another area to watch.
- Virtual reality – Brands have begun to utilise VR striving for greater personalised experiences. Besides mobile solutions from Google Cardboard to Oculus Rift, VR content is being produced by publishers such as The New York Times.
- Programmatic – Programmatic advertising has long been predicted to drive mobile advertising in 2016. Over 60% of programmatic spend is mobile, increasing to 76% by 2019. Widespace believes transparency to be a key topic with brands to ensure ads are seen in the right place and context.
- mCommerce – Shopping on mobile devices continues its growth. By 2020, 45% of all online purchases are expected to happen on mobile devices. With mobile payment solutions such as Apple Pay going mainstream, it’s only a matter of time.
- Digital ad quality – As the significance of mobile grows, marketers are having to distribute more of their cash towards mobile advertising. This means they expect higher quality results. Right now, 54% of ads aren’t actually seen and in Sweden, for example, 34% of ad impressions are blocked using ad blockers. In 2016, mobile advertisers will likely call for greater viewability, measurement and transparency.