Dear Marketer: Mobile Is Your Friend, Not Foe

October 25, 2015
smartphone users

by Benjamin Potter | Creative Director, CLICKON

For all the marketers out there deciding where to put ad dollars for 2016, now is the time to embrace mobile and all of its perks. 

With digital advertising hitting its record spend of almost $28 billion in 2015, it’s no surprise that mobile is leading the pack. In 2015,  30% of all ad dollars were spent on reaching consumers via their smartphones. Why the sudden surge?

Mobile users are connected literally all day long, across trains, planes and automobiles to their workplace, home and social life. As desktop becomes near-obsolete, advertisers continue to invest more dollars in mobile with revenue increasing 54% from 2014-2015.

digital advertising Courtesy of Ad Age.

One of the main reasons for this surge is that as TV and Search become less effective, social media continues to show impressive growth gains. Social media revenue – which has reached $4.4 billion this year – includes apps such as Facebook and Twitter, as well as social gaming sites and apps, according to the IAB.

According to Sherrill Mane, Senior VP of Research, Analytics and Measurement at IAB, internet ad revenue is being driven as advertisers seek new ways to reach consumers.

“Audiences have rapidly altered their media and purchasing habits and made digital media and mobile devices an integral part of their lives.”

The report is part of an ongoing study carried out by PwC, which releases results quarterly on behalf of the IAB.

Over the past year at CLICKON Media, we’ve witnessed a huge evolution in consumer behavior to the always-connected, phone-glued-to-hand consumer. This has meant our creative pitches are tailored to reaching consumers through mobile, not desktop. For marketers that are still nervous about putting the majority of their ad dollars into mobile, here are a few things to consider:

Accessibility

smartphones

Mobile phone users keep their devices handy throughout the day. Advertisers can therefore reach potential consumers whenever, wherever. Gone are the days when brands had to wait until their consumers returned home and switched on their computers. Mobile advertising literally follows people wherever they go and doesn’t rely on a single location.

User Size

In 2016, there will be 2 billion smartphone users according to eMarketer. With so many people online wherever they go, mobile advertising offers an effective way to reach large volumes of people.

Cost

Mobile advertising is much cheaper than television and radio ads, meaning you can penetrate a much greater market for less money.

For more information on how to reach more consumers, contact us at agency@clickon.co.