Dive into next-gen Mobile Advertising
When everybody is speaking of mobile advertising trends in 2015, let us give you a deep insight into future of mobile advertising so you can prepare not just for present year but also for three to five years ahead.
According to eMarketer, mobile internet ad spending will grow to $94 billion worldwide by 2018. Furthermore, Ericsson reports that there will be 10 times the amount of mobile data traffic by 2019. All signs depicts that mobile advertising will grow more than we can imagine, and so to withstand the market brands need to evolve with the time. Here are few trends you can expect to see by 2020:
Deep links instead of regular links in ads
Being aware of the fact that mobile users prefer mobile apps to the mobile web, so sending searchers to a mobile site isn’t an attractive option for more consumers. But what poses a problem to app developers is that valuable app data and links do not get passed through apps as mobile app ecosystem isn’t as interconnected as we would like it to be thus, restraining the developers from unlocking additional revenue.
A mobile deep link is a link that when clicked, launches a specified mobile app on the user’s phone with a specific page of the app open. The point where deep links lose its value is when clicked by someone who doesn’t have the app already installed on his/her phone because deep link will send the mobile user to the app store in order to download it. That is it, process ends here and so the conversion. Another thing is even if the app is already installed, the user will see the same usual home page as everyone else, not the special in-app landing page built to further engage with user and complete the conversion from the mobile ad.
By 2020, app content will no longer be locked within the apps. Mobile apps will interlink as freely as web pages do, and app developers will be able to pull users deep into their apps with just one link.
Hyperlocal mobile advertising
The reason behind the success of mobile advertising is targeting, which increases the ad relevance and engagement. Most ad tech companies give advertisers the ability to target users based on country, stage, region and city which leads to successful ad campaigns. But mobile advertising industry hasn’t tapped to its full potential when it comes to location targeting. This can get better with hyperlocal advertising.
Hyperlocal advertising gives the power to target consumers on the basis of location (deliver ads to users within a specific area), time (use different messages to target based on the consumer intent at different times of the day) and environment (advertise products/solutions that consumers are most likely to purchase depending upon the environmental conditions).
This way brands will be able to increase in-store engagement with tightly targeted mobile ads and boost awareness of national campaigns with local1 data. Moreover, this information will be available to all advertisers, big and small.
Boundless Programmatic Advertising
We have witnessed the efficiency of programmatic technology providing massive scale for banner ads. However, as advertisers explore new formats of mobile ads they will look for similar type of scale.
By 2020, advertisers will be able to advertise every ad format at scale and can reach anybody and everybody, anywhere and everywhere, with advertisements straight to their pockets. This includes native and video ads. Although these ads are still at nascent stage, they are growing rapidly.
Improved metrics for post-click and offline behaviour
Tracking the post-click and offline behaviour of users isn’t an easy task. Although CTR and Impressions are the indicators for measuring mobile ad success but a better indicator will be post-clicks and offline metrics, including in-store visitation and call rates in the near future.
By 2020, advertisers will begin focusing on post-click and offline metrics for better insight into consumer behaviour post seeing the ads.
Instant purchasing with tap-to-buy ads
Every ecommerce brand is striving to simplify the buying journey of their consumers, Tap-to-buy ads or one-click ads will support them in making the purchase process quick and simple. A tap-to-buy ad will allow consumers to make online purchases with single click, with the payment information needed to complete the transaction having been entered by the user previously. Thus, eliminate having to use the shopping cart software.
The technique is similar to Amazon’s 1-Click functionality where after the first shopping by the user 1-Click ordering is enabled and further orders will be automatically charged to the payment method and shipped to the address associated with the user’s 1-Click settings. The technique is also similar to Apple’s Apple Pay feature, where a user can make purchase with just a fingerprint.
Few of these changes are likely to happen way before we enter the next decade and will completely change the mobile advertising scenario by the year 2020. And not to forget there’s always a window for more to come. We will keep updating you with latest trends to come your way.