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The continued growth in the use of smartphones has made mobile marketing an essential part of any effective business plan. Companies from Google to Apple and Twitter to Facebook are reacting to this growth by spending more on mobile advertising.
Trends in mobile marketing include digital or mobile wallets and mobile credit card readers. The Carlisle & Gallagher Consulting Group estimates that by 2017 about 50% of smartphone owners will use mobile wallets to make purchases. With major retailers such as Walmart and eBay following Amazon’s lead in offering same-day shipping, mobile marketing is positioned to get another significant boost. In April 2013, Twitter announced a new feature called Keyword Targeting in Timelines, which allows marketers to reach users based on keywords in their recent tweets.
Twitter said the new advertising platform allows marketers to target keywords either as an exact or unordered phrase match, and to specify their target audience based on factors such as device type, gender of user and geographic location. Meanwhile, Facebook is “concentrating on new products to get users to spend more time using its service on mobile devices,” Bloomberg reported in May 2013.
As further evidence of Facebook’s footprint in the market, eMarketer projects that the company will capture 13% of U.S.
The rise of digital mobile media is redefining how we shop, dine, travel, read, are entertained, and much more. As you prepare for your 2016 online marketing campaigns, let’s take a look at 4 major mobile advertising trends of 2015 and why you may want to consider them in your upcoming strategy.
Programmatic allows for massive increases in cost and time effectiveness when it comes to optimization based on behavioral data – desktop focused programmatic campaigns demonstrate this. Moreover, with social, video and native ads intertwined with mobile, the importance for mobile programmatic is growing.
Brands like Wrigley’s Extra gum prove that mobile video ads are an incredible opportunity to reel in an audience with an impactful piece that leaves them remembering the epic storyline told by a brand. Within one week of airing, the ad earned over 7 million YouTube views, more than 78 million Facebook views and over 1.1 million shares. So for brands looking to capture attention through mobile video ads, remember that consumers are willing to watch a longer format videos but you need to be telling a story that compels them to stay tuned.
Social media influencers and affiliates have become such a popular way for marketers to reach audiences that they are paying up to five figures for one snap, photo, tweet or video.
For brands trying to target Generation Z, a highly digitally active generation, partnering with influencers can pop you directly into your target market (ad:tech New York). As I mentioned, advertisers still look to celebrities to become influencers of their brands.
Creating a branded app is becoming a popular way for brands to extend their interaction with customers beyond social media and mobile-friendly websites. The app uses your phone’s built-in camera to take photographs of anyone suspected of stealing your beloved fries. Another example of mobile apps being used to expand brand presence is once again, the Kardashian sisters. The, dare we say, kustomized Kardashian apps give the sisters’ the opportunity to engage with audiences on a more intimate level and also extend their already massive followings on social media. For brands looking to dominate in the mobile world, remember that apps can be a great way to extend brand presence, cross-promote content, encourage user generated content and evoke audience engagement. It’s been a huge year for mobile and there’s been no shortage of creativity coming from brands that are leveraging this channel to engage consumers. About BonadzaBonadza is a self-serve advertising platform that takes care of the complex technical aspects of programmatic and makes it simple, enjoyable and effective for you. According to StepLeader, a mobile technology company, more than one in four surveyed adult US smartphone owners said they had a news app from a local TV station installed on their phone in 2013.
Among those who had a local TV news app, thus showing a strong interest in news from their community, the greatest percentage—36%—said they watched local news on TV seven or more times during the seven days prior to the survey. Local TV news app users skewed well-educated and affluent as well as older—62% were between 30 and 60 years old. Hispanic Marketing Blog is an initiative of Target Latino, a Hispanic Inbound Marketing consulting firm. The Hispanic Marketing blog's goal is to share information about the Latino Market or that may affect the Hispanic community and its marketers. Those who dona€™t keep up with the latest mobile advertising trends are headed for extinction. Amidst the excitement of this seismic shift, there is a lot of hypea€”and there are a lot of empty promises. The selling and buying of mobile ad inventory is getting increasingly automated, with most projections claiming that 2014 will see major technological advances to programmatic buying and real time bidding.
FunMobilitya€™s Mobile Advertising Trends Report 2014 analyzes the current state of mobile programmatic buying, and how it effects youa€”with a special emphasis on separating fact from fiction. Learn about the advantages of mobile rich media ads, see how native ads are redefining social advertising, find out how mobile video actually compares to other devices, and discover new standards like the IAB Mobile Rising Stars.
In addition, find out how Mobile Engagement Ad Units can be customized to align with any marketing or advertising goal by delivering a versatile and engaging post-click experience. New money and new capabilities means new major players are finally getting involved with mobile advertising. Retail purchases made via smartphones totaled $8 billion in the United States in 2012, according to Forrester Research, which expects that number to reach $31 billion by 2017. A mobile wallet, such as Google Wallet or Apple Passbook, stores a user’s credit cards, debit cards, gift cards and loyalty cards on their smartphone or tablet computer. Square, which is considered an industry leader in the arena, has developed technology that converts iPhones, iPads or Android phones into mobile credit card readers.
As same-day service expands, more consumers will be able to make purchases via their mobile device and have the item delivered before they return home. In a post on its Advertising Blog, Twitter used the example of a user tweeting about a favorite band.

Mobile ads accounted for 30% of the social network’s ad revenue in the first quarter of 2013, up from 23% in the previous quarter. In fact, today’s generation is more likely to watch the latest Youtube video than sit in front of the television and watch the nightly news at 6 (ReelSEO). Considering how much time consumers now spend on their mobile devices, and the range of activities executed on mobile from shopping to watching shows, social media participation and more, it only makes sense that behavioral data also be collected on mobile. Well, in addition to geo-targeting, advertisers can now target consumers “based on where they are in a store” to completely tailor the ad impression with the real-life context of a shopper.
Facebook also plays a key role in mobile programmatic growth with revenue alone expected to total $5 billion.
Their recent ad, telling the love story of Sarah & Juan, through Extra gum wrappers and well known song ‘I Can’t Help Falling in Love’, certainly achieved this. This may seem like a lot, but these influencers are well versed in popular social platforms, they have a trustworthy audience and your post is almost guaranteed to be seen by their followers. It opens up a new channel for brands to connect with consumers directly, more organically and at scale.
With the recent Mobilegeddon update, it’s crucial for brands to make their online content mobile friendly.
They have a main brand app, where users can access the menu and other company information, but they’ve also created a secondary app called ‘Fry Defender’ which is a mobile alarm system for fries. McDonald’s admitted that the campaign is mostly an opportunity to produce shareable content as users can capture the fry thief and share the image on their social media accounts. Hey, whether you love them or hate them, there’s no doubt they have a strong digital presence!
Since launching the apps, the Kardashians have used their social media accounts to promote content from their apps, enticing followers to download for more exclusive content.
For advertisers, optimizing in mobile should be an obvious choice as consumers live in this space. She is also dedicated to providing exceptional service to WhatRunsWhere clients as Customer Support Specialist.
With complete control and full transparency Bonadza is the simplest way to run a successful display campaign.
As to what users sought out from their app, the top content categories cited as most important were breaking news (40%), local news (26%) and weather (22%). A worldwide explosion of mobile ad budgets has sparked a dramatic evolution of technology, standards, and best practices. This report will bring you up to speed, providing a no-nonsense examination of the forces at work reshaping the world of mobile advertising.
Advertisers are already leveraging programmatic for ever more clever and creative audience targeting strategies. Finally, advertisers are getting a chance to use mobile ads designed specifically for mobile devices, optimized for smaller screen sizes and leveraging mobile functionality like touch and tilt.
Tapping the device next to a Near Field Communication (NFC) terminal at checkout sends payment information directly to the terminal.
Recently, the company also unveiled Square Stand, a $299 device that makes it possible for an iPad to function as a card-swipe cash register. If that band was scheduled to play at a local venue in the near future, the user might see a promoted tweet containing a link to purchase tickets to the show.
TV or desktop), the mobile screen is taking priority in advertisers’ digital strategies as well (or it should). Hence, with mobile programmatic digital media buyers will ideally be able to target their mobile audiences in a much more sophisticated and segmented manner. The second a consumer walks into the shoe department, imagine being able to target them with in-the-moment relevant ads.
Mobile programmatic will therefore have a critical role in improving the ways in which marketers connect with increasingly digitally savvy consumers.
Given that advertisers can target and measure mobile video ads with growing accuracy, more and more brands are jumping on board (Spotxchange). Mobile video ads afford the opportunity to tell a story for a longer period of time than a still image. They’re internet celebrities that have developed large followings, and who are capable of persuading their loyal fans through the content they post. This is key for a lot of Gen Z influencers as they don’t want to come across as a sales person.
We’ve seen almost all the sisters take pictures, highlighting their famous figures, with a waist-cinching contraption called a Premadonna Waist Trainer.
So, for brands looking to reach out to social media influencers, it’s important to remember that their audiences trust them and the content needs to come across as genuine. Having an app is one way to create a unique, enjoyable experience between your customers and your brand. The growth is attributed to audiences wanting access to the exclusive content only made available through these apps (Forbes). It’s a smart marketing move as it gives McDonald’s tons of brand advocates sharing branded images socially AND user-generated content to use on their own social channels. The success of Kim Kardashian’s mobile game led to the launch of individual apps by each sister; Kim, Kourtney, Khloe, Kendall and Kylie. The question is, how can you stand out from competition and build unique campaigns that capture audience attention but drive conversions as well? And 92% of those with a local TV news app used it at least once during that same one-week period. This type of technology has grown so pervasive, in fact, I even theorized that one of the summera€™s biggest movies was secretly about programmatic buying. Chase Mohney, Client Partner at Facebook, recently explained at ad:tech New York that it comes down to trust. However, advertisers also need to keep in mind that the way consumers interact with mobile is fundamentally different than the way they interact with other platforms.

There is a shift occurring among digital media buyers not only towards mobile, but also towards mobile programmatic and for good reason. This high level of relevancy is beneficial to both consumer and advertiser as the experience of the ad is specified to the needs of the consumer in that very moment and therefore less intrusive, potentially leading to immediate positive results. In fact, this trend is growing so rapidly that mobile ad revenue is predicted to grow almost five-times faster than desktop (Business Insider). The product being advertised, Wrigley’s Extra gum, is simply a prop in the grand love story being told. This figure shaping product, from Waist Gang Society, a formerly unknown online business, exploded in growth when images of the Kardashians sporting them, were posted to their social media feeds.
So find an influencer that has a brand image in line with yours and then have them produce content that shares your products in an authentic way. Since the app is often an extension of other digital properties, brands can easily cross-promote content and even drive mobile shopping conversions.
It’s even common to see brands produce a main mobile app for essential information and then secondary apps that create a more intimate, engaging experience for users to connect with the brand. The content shared on these apps have a wide variety of formats including exclusive vlogs, images and articles not shared anywhere else. The local TV station’s app came in second, at 17%, ahead of the local TV website and the local newspaper website. The landscape has changed so extensively, even the fundamental goals the major industries are hoping to achieve with mobile ads have changed.
Combine that with the fact that we can’t go more than 6 minutes without checking our phones, it’s no wonder mobile marketing spend is predicted to hit $65 billion by 2019, in the United States alone. People are trusting mobile more in 2015 which is why they are heavily relying on this device throughout their daily routine. Over the past year, this has become evident as major brands have adopted mobile specific trends into their strategy to attract and engage audiences in innovative ways.
In a recent Interactive Advertising Bureau study, that surveyed respondents from over 24 countries, 36% of respondents revealed they watch videos that are 5 minutes or longer on their phones every day. Through the emotionally compelling story, audiences remember and associate the story with the brand and then socially share enabling massive brand exposure to viewers.
In the past, brands relied solely on celebrity endorsements for this type of influential content. With over 540k followers on Instagram and 21.7k followers on Twitter, the company’s growth continues as the Kardashians remain key influencers for this brand.
In a world where consumers are constantly bombarded with ads, this is a HUGE opportunity for brands to not only interact but hold the attention of consumers for more than 5 seconds.
However with the proliferation of social media and blogs, brands are targeting smaller social media accounts and blogs as well. For example, Kim shares fashion content, Khloe focuses on fitness and Kourtney on mom-friendly advice. While celebrities are still strong social media influencers (as you’ll see below), using the everyday influencer gives advertisers access to highly specific niches like young moms or fitness junkies. It suggests a modern elegant way to reach targeted audience and develop loyal relationships between brands and clients.
According to Cisco surveys, 52% of respondents claim to have reacted on advertisements in apps, and 18% have made a purchase directly from an ad in an app lately.In addition, 53% said they were willing to share their location in order to receive more relevant advertising.
76% said they would prefer to download an advertising-supported app for free instead of paying an upfront fee for one.Mobile Advertising TrendsBe LocalOne of the most essential advantages of mobile advertising is the fact that you can reach your potential clients directly. Best examples illustrating the above statement are popular location-based check in apps Foursquare and its Russian analogue AlterGeo.
These geolocation services enable users to unlock special deals from advertisers based on their locations.
People have a completely different perception of mobile content and advertising when they’re on-thego compared to when they’re at home or in the office. They are more likely to engage with an ad that is relevant to their current location, and this is an opportunity brands and agencies are rapidly embracing.Create Rich Media AdsStatistics reveal the majority of experienced advertisers working with mobile ads, especially those engaged with popular brands, tend to lose interest in rather ineffective standards like the 300?50 banners. Instead, they are turning to more carefully designed rich-media ads.Implementation of effective mobile and tablet ad campaigns is an exceptionally complicated process for ad agencies and brands, consuming plenty of time (the average of about 8-10 weeks for a mobile campaign) and effort. Interaction via video, sound, gaming, and so on will engage customers a lot more than exposure to standard banner ads.Choose Apps Over Mobile SitesDue to the constantly increasing number of downloads of mobile apps, mobile ads are an in-demand format among  advertisers. In fact, some advertisers have placed 70-80% of all their advertising on mobile.There is a complexity with types of mobile ad management. Advertising networks frequently use SDK for mobile ads, which can be modified from time-to-time, suggesting that the developer has to update the SDK integrated into the app on the user-side and test the whole cycle again. Now, in addition to standard banners customers can also use all kinds of rich media ads in their mobile applications. Epom mobile ad server dedicated a considerable amount of time to this aspect and became MRAID compliant.A recent study has shown that in average smartphone users have more than 22 apps on their devices. One of the biggest decisions for advertisers is whether to advertise on mobile sites, apps, or both. Furthermore, with the wide variety of device types, operating systems, and screen sizes available, the decision gets even more complicated.Apple is all about mobile apps, and Google is all about mobile web. However, in any case, interactive ads shouldn’t be disregarded, as they have already proven their incredible effectiveness.
Digital video will move to new platforms such as iPad, mobile devices and internet-enabled TVs.Lastly, with the explosion of Internet video consumption, it is assumed that mobile video will also be developing fast in the coming years. It’s time to start adopting video advertising standards like VPAID and VAST, because this is the type of advertising to get more ads and better prices in the nearest future.

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