Why mobile advertising is seducing brands in 2015

Posted by:

Kelly Rogan

The space devoted to digital advertising grew 16% last year with total sales of 49.5 billion dollars; mobile advertising revenues have driven this increase. Only the money spent on mobile advertising amounted to 12.5 billion dollars in 2014. This represents an increase of 76% over 2013 when the figure was 7.1 billion. This data was gathered from the Interactive Advertising Bureau (IAB).

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"The high growth of mobile advertising is a clear reflection of the continuous change in the behavior of consumers, they are moving away from the desktop and increasingly use mobiles," said David Silverman, a partner at PwC US, who also helped in the creation of the IAB report.

Mobile advertising now accounts for a fifth of the benefits of digital advertising in general and is expected to continue growing in the coming years with the increased use of mobile devices. Laptops have been left behind to make way for the era of tablets and smartphones.

Mobile advertising now accounts for a fifth of the benefits of digital advertising in general and is expected to continue growing in the coming years with the increased use of mobile devices. Laptops have been left behind to make way for the era of tablets and smartphones.

Marketers must be aware that currently in Spain 53.7% of the population over 15 has a smartphone, according to the latest report 'The Network Society' carried out by the National Observatory of Telecommunications and SI (ONTSI). They are a huge potential audience, which is not yet saturated with ads, and the smartphone is a direct channel to communicate with them.

We have to reach our target and also captivate them, according to experts of IAB the latest trends in mobile advertising are native advertising and programmatic.

Native Advertising

Native advertising or content advertising can promote brands without causing disruptions in web browsing and integrate perfectly with the philosophy of a page and is interesting to the user for the item. Major media such as The New York Times or the BBC have decided to bet some time ago on profitable native format publicity for their advertising space. People, instead of displaying a banner, find informative content that is useful and interesting to them. Seduce rather than chasing!

Programmatic

According to the IAB, 91% of advertisers plan to use a technology program over the next two years. And, what's this about really? Programmatic is a comprehensive approach to buying and selling of advertising inventory that aligns the wishes of the buyer and seller with automation technology. That is, that the storing and analyzing of big data assists to reach a desired consumer.

In Spain it is considered that the marketing and mobile advertising has yet to take off. Certainly, the figures presented in the beginning are a great incentive to include mobile devices in our marketing strategies and advertising campaigns.

Ebook Native Advertising

Tags: App Marketing & Publicidad Móvil



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