Mobile Marketing Budgets White Paper

7/21/2019 Mobile Marketing Budgets White Paper

http://slidepdf.com/reader/full/mobile-marketing-budgets-white-paper 1/6



The mobile marketing environment is considered to be dynamic and

ever changing. As more mobile advertising practices evolve into industry

standards, marketers are realizing the necessity of staying at the

forefront of mobile initiatives. Many companies are already experiencing

the perceived benefits of mobile advertising - cost effectiveness,

increased consumer engagement, wider reach, and immediacy

1

. Despitebarriers facing the emerging channel, mobile marketing offers an

exciting opportunity for brands intent upon increasing awareness,

driving sales, and improving customer relations.

As smartphones and tablets further penetrate the population, the next 4

years expect to see mobile traffic multiplied tenfold2. Currently, internet

access via mobile device has already surpassed PC access, with 84% ofsmartphone and tablet owners using their device as a second screen

and 50% of usage being attributed to surfing the web3. For advertisers,

this translates to a required shift – moving away from traditional online

ad formats and strategies, to multi-device compatible media and cross-

platform targeting.

With video, social networking and web browsing activity estimated toaccount for over 60% of mobile data traffic by 2019 4, now is the time for

businesses to change how they communicate with their audience before

they fall behind the curve. Optimizing mobile advertising spend in the

present will allow for a significant advantage in the future, leaving room

for millions of dollars in additional revenue at the expense of lower

costs. The question is no longer whether to invest in mobile advertising

– it’s simply how much

to invest and which ad types will be most

successful for achieving your goals.

1(Zoller, September 2013)

2(Ericsson, November 2013)

3 (Nielsen, February 2014)

4 (Ericsson, November 2013)





By 2019, it’s estimated that video will account for over 50% of mobile data

traffic, with social media, web browsing and software applications accounting

for 25%7.

Social networking has experienced at least 37% increase over the past fewyears, with a current estimated 1:1 ratio of smartphone to computer

Facebook and Twitter access. The next few years expect to see smartphone

access surpass computer access, with half of current smartphone users

visiting social networks on a daily basis and more than 80% using applications

compared to their browser8.

When deciding upon mobile ad type, it’s critical to ensure your ads are socially

oriented. With Facebook video ads, Twitter promoted video, and YouTube

video ads becoming easier to implement and manage, it’s now easier than

ever to incorporate video into mobile advertising strategy. Continuing

developments in native advertising capabilities allow for seamless integration

of video and display ads across multiple social mobile platforms, while

advanced in-app ad formats have created unique opportunities for mobile

revenue and immediate engagement.

Most importantly when deciding upon mobile ad type is cross-screen

presentation, function and capability. The majority of video, native, banner

display and text ads can be optimized for mobile, responsive design and

formatting being key. This approach will save you time and money, allowing

you to create fewer but higher level campaigns to support across all devices.

7 (Ericsson, November 2013)

8 (Nielsen, February 2014)





Sources

Bakopoulos, V. (September 2014). How Big is the Mobile Marketing Opportunity?:

Using Empirical Data to Quantify the Mobile Opportunity for Publishers and

Marketers. Mobile Marketing Association.

Custora. (July 2014). Custora E-Commerce Pulse Mobility Report. Custora.

Econsultancy. (February 2014). Marketing Budgets 2014. London: Responsys.

Ericsson. (November 2013). Ericsson Mobility Report: On the Pulse of the NetworkedSociety. Stockholm, Sweden: Douglas Gilstrap.

Jordan, J. (2015, January 15). 53% of Emails Opened on Mobile; Outlook Opens

Decrease 33%. Retrieved from Litmus: https://litmus.com/blog/53-of-emails-opened-

on-mobile-outlook-opens-decrease-33

Latitude. (December 2012). Next-Gen Retail: Mobile and Beyond. Latitude.

Nielsen. (February 2014). The Digital Consumer. New York: The Nielsen Company.

Zoller, E. (September 2013). Marketer Perceptions of Mobile Advertising - 2013. 32:

Ovum, IAB.

Documents

Mobile Marketing Budgets White Paper