The latest eMarketer report is in and spending on mobile advertising in the UK is projected to outpace two traditional categories: TV & print.
In fact, spending on mobile increased by 45% in 2015 alone, reaching around £3.26 billion. This is far more than the total amount spent on print advertising in newspapers and magazines, representing an important shift in how marketers are thinking about content and where to place it.
Spending isn’t only limited to this year, either. In 2015, mobile ad budgets are expected to rise by another 35%.
The phenomenon extends outside the UK, as well. Reports on U.S. marketing show that by 2019, mobile ads will account for around 72% of all digital ad spending. The next couple of years should see the U.S. market also hit the tipping point and begin spending more on mobile marketing efforts.
Why is this happening at roughly the same rate in both the UK and the U.S.? Let’s take a look at a few of the most important trends and reasons why budgets are experiencing this enormous shift.
These days, nearly everyone has access to a smartphone with browsing capabilities. As smartphones became ubiquitous, they become rivals for attention. The time adults spend on their desktops is steadily decreasing, and the time spent on smartphones is increasing every day.
Mobile is Still New(ish) in the Marketplace
Consumers are generally more likely to notice mobile ad options when browsing the net or opening an app.
Screen real estate is far more limited, and customers haven’t started to automatically tune out banner ads the same way they have on desktops. This has led to an increase in a lot of programmatic advertising as well.
Quality & Relevance are Easy to Recognize
There are a lot of businesses working on mobile ads, and very few are doing it well. This presents an opportunity for larger companies with bigger marketing budgets to easily pull ahead of the competition by investing more in quality mobile marketing campaigns and opportunities.
Desktop browsing offers native advertising and banner ads, and…not much else. However, mobile marketing is rife with additional opportunities, such as brand-based apps, targeted social ads with a mobile component, mobile-customized sites with easy buy buttons, mobile photo or scanning, and so on.
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