Can you afford to ignore mobile advertising?
The time has come when businesses can no longer afford to ignore mobile advertising – or so the results of a new report would suggest.
It has been identified as the fastest growing digital sector in the latest IAB Advertising Expenditure Report, as it experienced 190 per cent growth over the previous financial year.
Compiled by PwC, the results show that this sector alone is now worth $138 million, which shows that there are plenty of opportunities for marketers to make the most of the trend.
Australians as early adopters
Often one of the main drivers behind any new trend is how quickly consumers are willing to take the technology on board. This might help explain the success mobile ads have had in Australia.
The report suggested that when compared to most nations, Australians tend to embrace technology much faster, which makes it easier for marketers to take advantage of the latest developments.
This is demonstrated further in the speed at which people have taken up devices such as smartphones and tablets, both of which have captured the imagination of the public over recent years.
It is not only people's willingness to purchase these devices that makes them so valuable to marketers, but also their desire to consume digital content.
Mobile searches on the rise
The number of searches carried out using mobile devices has risen considerably over recent years – back in 2008, less than 1 per cent of global internet traffic came from these sources.
This figure has now increased to 15 per cent and is showing no signs of slowing down, explained Suzie O'Carroll, head of new products and solutions for Google in Australia and New Zealand.
One of the main problems to have arisen is that businesses are struggling to keep track of the number and types of devices that people are using. This is only likely to get worse.
Ms O'Carroll suggested that marketers need to focus not on which device people are using, but rather the context in which they are using it.
This could mean considering where they are using the device – whether at home or at work – the time of day, or even who they are using it with.
This will help give a content strategy more depth and enable marketers to better target their campaigns to their chosen audience.
Location-based marketing expected to thrive
One of the biggest trends to have shaped the world of social media marketing has been location-based targeting, which has been made easier thanks to the likes of Facebook Places.
With people eager to tell their friends and followers exactly where they are, new opportunities have opened up to digital marketers.
Contributing to the IAB report, Sydney digital director for Ikon Communications David Thanisch explained that delivering personalised messages relevant to people's surroundings is becoming more commonplace.
This is a practice that will shape the world of digital marketing for many years to come, as the channels of mobile, location and advertising messages come together.
Mr Thanisch refers to statistics from Google, which show that around a third of mobile searches currently have local intent, while 94 per cent of smartphone users have searched for local information.
This just goes to show that even the smallest of businesses has the opportunity to make an impression on the mobile advertising landscape.
Looking to the future
Although mobile advertising may be a new trend, it is likely to be one that is around for many years to come. This means the race is now on to be one of the first successful companies in the game.
As consumer behaviours and attitudes change, marketers will no doubt need to become savvier in meeting their needs.
Posted by Emma Furze