Mobile Trends

3 Mobile Trends That Diversify Digital Advertising

While we’re already cognisant of mobile’s importance, a handful of mobile trends have caught our eye for this year, and are set to grow and shape the mobile marketing industry in the coming months. A March 2017 report from the Interactive Advertising Bureau Australia holds mobile spending responsible for digital ad spend in the APAC region. IAB found that online ad expenditure grew from $6.01 billion to $7.4 billion in just one year, a staggering growth rate of 23%. As digital ad spend in Australia rises steadily, with mobile being the driving reason for larger campaign budgets, brands should keep a close watch on the trends that follow mobile habits. We’ve identified three mobile trends, and explained what exactly is powering them.

1. Mobile video formats are shifting

While video and mobile advertising were both major growth-drivers in the March report, desktop display dipped alongside shifting consumer habits. At 28% of digital general display advertising, video was the fastest growing area for 2016. We’ve kept you current on just how powerful mobile video is in connecting with customers and diversifying your brand, but keep a close eye on this medium, because the formats are about to refine themselves. Brands are already up to speed with live video, and advertisers have begun perfecting how their videos are viewed. Mobile trends like 360-degree video, vertical and square formats, and ‘mute-friendly’ ads generate higher levels of engagement, and should raise attention based on the success of previous campaigns. These rules will become the new normal as marketers step past these standards and towards new, more immersive methods.

Customers are ready to step into ad immersion with 360-degree videos and ads that tap into the abilities of all mobile devices, such as vibrations and touch features incorporated into ads. For example, a liquor company might pair a video of a cocktail being shaken with timed vibrations that give the mobile user the power to ‘mix’ the drink themselves. From shoppable mobile video ads, to real-time editing, to vibrations paired, advertising through mobile is about to become incredibly immersive. Brands can’t ignore these experience-driven trends, as the competition already has them implemented at break-neck speed.


2. Consumers are creating more content (and data)

Now that numerous mobile users are creating content, and all are creating rich data, brands must rely on how they’ve organised first-party data. The mobile trend here? Consumers don’t follow traditional paths to purchase on mobile, thus, brands must follow them, weaving in and out of the purchase funnel in order to convert them into buyers. The more buyers traverse throughout the mobile shopping process, the more brands must rely on the data ecosystem to stay relevant, memorable, and timely. Engagement relies on these pillars, and brands that depend on first-party data will surpass their competition in getting customers to venture through the entire checkout process.

With programmatic, the buying process evolves quicker and more accurately. As we push through 2017, marketers must focus on turning pre-roll into one-to-one moments with consumers. Whether it be device IDs, branded wifi hotspots, or synergising beacons to collect from the two, data changes everything, and empowers brands to convince customers to act on products and services. Working with first-party data will help you avoid targeting your existing user-base, re-engage users cross-device, and provide insight into behavioural patterns.


3. Ad-blocking has inspired more options (like native ads)

The biggest lesson brands have learned through the ‘ad-blockalypse’ of 2016 was respect for mobile users. A healthy level of respect for consumers’ choices, and an understanding of just how personal mobile is goes a long way for discouraging this mobile trend. Whether it be skippable ads or mute options, it’s important to make mobile users feel in control of what they view. Consumers who have no choice but to install ad blockers will do so, while those who are provided with the option to skip or mute a mobile ad will choose convenience over seeking out and downloading an ad blocker. Marketers must remember the mobile experience is key in retaining viewers and increasing engagement. Condensed screen sizes can cause any type of ad can become intrusive on mobile if it isn’t what the customer wants to view right in that moment. By developing ads individually for each device, and serving up more native ad offerings, brands can ensure each one is viewed how it was intended, with less risk of being blocked out.

Editorial content, such as native ads, blends in with its surroundings, and ad blockers can’t flag this type of ad content. What’s more, is mobile native ad viewers are much more likely to click through these advertisements, so there’s potential in this trend for the companies that do it correctly. Brands that pursue more native ads need to stand by clear labeling, creative storytelling, and proper targeting.


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