At the end of flying-by 2015, when we trace back, we see one exciting year for mobile marketing. But as most veterans in this field say, 2016 will be an even better one, with the market space continues to mature and grow.
Several years ago, we were using feature phone, and stressed about the limited memory to store all text messages our loved ones sent. Now, smartphones take over the world, we indulge in various apps, and are constantly on the small screen. In the past three years, smartphone media consumption surpassed consumption of television. In the first quarter of this year only, mobile commerce grew 123%. Along with the booming mobile industry, mobile ad is forecast to reach $100 billion in spending in the coming year.
In the promising future of mobile ad industry, we should not neglect these important trends.
There is a simple reason why people use ad blocker – to avoid being interrupted and annoyed. Mobile users in UK who use ad blockers has grown from 15% to 18% between June and October 2015. In this conflict between users against publishers and advertisers, countermoves have already been taken. The Washington Post and Yahoo denied users from their content and service if ad blocker was deployed. While both parties feel their moves justified, in-app ads feel relieved at the moment. They cannot be blocked, and they await a big jump next year.
However, it is obvious that ads that customers do not want to block are the future. Advertising industry should put more money and efforts into such creation. Creative ads, personalized feeds, or native ads that blend into content are all options advertisers can take. Well, question of Bob Knorpp of The CoolBeans probably cut right to the core of this ad-blocking debate, “how do we balance the right of the publisher to get paid with the right of the consumer not to get stalked and hounded?”
Marketers wish to push right message to the right person and therefore generate good ROI, while each customers have their own interests and loathes. There, advertising is on a way of “tailored service”, to know who the customers are, to push the right message to the person who is in need of that information, and who would not get annoyed on that information. Customers’ interests and loathes create infinite number of data points that can be later drawn from to create a fuller picture of each one of them. In 2016, this move will be further emphasized and developed. Without intruding and crossing the line of knowing too much, of course.
Since last year, global mobile data traffic grew nearly 70%, with 55% of mobile data traffic spent on videos. Facebook video receives 4 billion views every single day, and 75% of these happens on mobile. Ubiquitous mobile device usage and better broadband coverage facilitate this. In the near future, a 5-inch screen would be a common allocation for mobile users.
Now, with users spend around 86% of their time in apps, prediction is that in-app video will increasingly take a large share of total ad spend. Short but compelling ads have already seen effective returns, including message conveyed, brand name broadcasted and likeability of ads.
Certainly, we just named a few, a lot more will happen in the coming year, location based mobile ad, optimized buy buttons, better viewability, programmatic and so on. Let’s open mind, be creative, and embrace 2016.