Since 2013 the mobile advertising industry around the world has experienced considerable growth. This movement will grow even more so that we will no longer distinguish between online marketing and mobile marketing.
Yet despite the very real audience, mobile investments only represent a tiny fraction of the budgets invested
1) The mobile advertising industry is growing all over the world
According to Gartner, mobile ad revenue is expected to increase to $ 11.4 billion for 2013, an increase of 18.8% from 2012 ($ 9.6 billion). Gartner also predicts global mobile device advertising revenue to reach $ 24.5 billion by the end of 2016, nearly three times the revenue generated last year.
2) Mobile ads on social media are booming.
Some major social networks, notably Facebook and Twitter, allowed advertisers to specifically target mobile users for the first time last year. While Facebook’s revenue is mostly achieved on non-mobile devices, this trend in mobile ad positioning should be beneficial to Facebook in the long run. Research firm eMarketer predicts that by 2014 Facebook will have mobile advertising revenue of $ 629 million, nearly nine times the mobile advertising revenue generated by this company in 2012 ($ 72.7 million estimated dollars).
3) Mobile ads offer more interactions with users
Geolocation, reduction coupons, possibility of calling the company directly without dialing the number by tapping from a web page, a mailing or an advertisement of course, are all possible crossover possibilities in mobile marketing strategies to reduce the access time to (future) consumers. All these innovations should, according to Emarketer, lead companies to provision 11.4% of their investments to reach mobile users on smartphones or tablets.
Interstitial on mobile
Interstitial is the second most classic format on mobile after banners. It takes the form of a full-screen visual that appears on a smartphone when starting up or between two screens of an application. It can also be displayed between two pages of a mobile website or on a tablet application. Mobile interstitial usually lasts a few seconds and is clickable.
This format tends to be increasingly criticized because it is estimated that it generates a lot of unintentional clicks (most of the time, there is no close button on the mobile interstitial). Interstitial is considered a premium format, sold at CPM (cost per thousand).
Mobile Cashbackers
A cashback application / site offers its users a reduction in the form of repayments of monetary credits against the download of an application and / or its test.
The biggest player in this niche is AppVIP.com. The interest of this type of incentive advertising is that the application developer / publisher collects opinions on his application and above all generates numerous downloads of his application for a CPD (cost per download) which remains under control.
This technique is widely used in the case of launching applications in order to make them reach the Top 10 of the iTunes Store in their category and thus generate natural downloads.
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Push Notification on Mobile
A push notification is an alert message sent to the user of a smartphone and which is linked to the installation of a mobile application. The push notification linked to a mobile application is sent and notifies itself to the user even if the application is closed. This feature exists on Android and iPhone OS.
This is to use a native function of smartphones which has the advantage of being less intrusive than sms (but more than m-mailing) and allows to push short and punctual messages to the owners of its applications directly on its mobile screen.
Conclusion
The mobile advertising industry is still in its infancy and many advertisers are still exploring the capabilities of these devices to determine how they can effectively reach their audience. The 18-34 year olds in particular, who seem to be the driving force behind this change, which makes mobile advertising particularly important for those advertisers who are marketing to this younger population for the moment and who will be their preferred target over time.
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