Digital marketers understand that mobile is important today, but that doesn’t mean that their campaigns always reflect that notion. Many advertisers still allocate a hefty portion of their spend to TV, print, and radio – but the fact is that on each of these channels, the call-to-action drives consumers to the device in their hand.
Nielsen reported that 14% of US tablet owners and 7% of smartphone owners have used their devices while watching TV to purchase an advertised product. They also noted that 18% of US tablet owners and 12% of smartphone owners use their devices to discuss programs on social media while watching TV. I mean really, how many times do we see #GOT and #Scandal filling our newsfeeds? Mobile is a more direct path to purchase that savvy marketers should increasingly leverage.
Digital innovators are privy to this trend, as mobile ad spending is set to rise to $65.87 billion by 2019. Think about the ways that top brands are currently advertising. The latest Super Bowl ads, for instance, prompt viewers to instantly respond to their offer via mobile. “Text this to this number to learn more.” “Download our app to receive live updates.” This is the kind of language the big players are using, because they understand the way consumers currently operate: on their phones.
If you’re looking for the next big thing to attract new customers to your brand, the ideal channel is right in your hands. Mobile is still the next big thing.
Why? It’s where consumers spend the majority of their time. People use their smartphones and tablets on the go, at home, while watching TV, and during their daily routines — whether they’re reading a website, checking their email, or online shopping.
If you’re aiming to increase mobile user engagement and conversions, make sure your ad format and placement are relevant and valuable to mobile users. If your ads are mobile, click-through rates will continue to climb. In the past year, CTRs for mobile ads increased by more than 25% for both tablets and smartphones.
If you’re trying to impress leadership and beat out the competition, you need to remain up-to-date on the latest tactics for improving your campaigns. Start by investing in mobile! Next, explore creative ways to better engage in-app users. If your ad positioning is timed right, you’ll not only increase conversions from users to customers, but you’ll enhance trust if you succeed in making the consumer feel good about your brand.