The Future of Digital Advertising: How “Mobile-first” is turning into “Mobile-only”
More and more potential consumers are skipping desktop or laptop computers and going straight to mobile devices. What are the latest adtech trends, and what’s next for mobile advertisers in an app-centric world? answers, Joanne Joynson-Hewlett, CEO at Pocketmath.
While “mobile-first” is among the most important trends in the past decade, a “mobile-only” mindset is emerging for marketers and consumers alike. More and more users, and potential consumers, are skipping desktop or laptop computers and going straight to mobile devices, especially in rapidly developing marketplaces in Southeast Asia and Africa.
Mobile users can pay rent, order groceries, call a cab, and play games with their friends all on one device. Sometimes, all on one app. Mobile devices carry almost every aspect of their users’ lives, and the future of digital, mobile and in-app advertising lies in marketers’ abilities to customize and personalize ads as much as possible. Consumers know an ad when they see one, so adtech must continue to find and develop ways for ads to integrate, not interrupt, into the every-day mobile experience of billions of potential customers.
Also Read: Mobile Personalization: How to Turn Expectations Into Opportunities
The rise of super-apps
More and more, advertisers need to meet consumers where they’re at. The rise of super apps – where users can communicate, shop online, play games, carry out e-commerce, and more all within one app – gives advertisers multi-layered insights their customers.
Existing super apps, like WeChat in China and Go-Jek in Indonesia, can offer agencies and brands a treasure trove of data. But so far, technology has not advanced to allow seamless buying and selling of programmatic ads in these super apps. As the super-app model grows and potentially expands globally, a new programmatic ecosystem can connect brands, agencies, and super apps to reach a new frontier of interest and behavior-based targeting.
Also Read: Mobile Marketing: Navigating the Modern Consumer
Instant Machine Learning
Gone are the days of launching a campaign, then checking back the next day to see its results. Adtech companies are developing machine-based algorithms that use artificial intelligence to incorporate years’ worth of campaign data and trends to optimize mobile ad campaigns within minutes. Eventually, those minutes will turn into seconds and, ultimately, instant optimization. For some, that’s already happened.
This technology can optimize programmatic bids, slow or accelerate campaign spend based on initial conversion rates (or a number of selected metrics), or even pause poor-performing initiatives. Advertisers are still adjusting and incorporating AI, but as it continues to ultimately boost revenue for marketers’ digital advertising campaigns, new innovations will continue to push the needle forward.
Blending the Online-To-Offline experience
Sometimes, you need to see it to believe it. Mobile advertisers are using augmented reality (AR) technology to let shoppers try on outfits, test how furniture would fit into a room, or sample makeup.
By offering shoppers an immersive experience beyond the tried-and-true webpage with product details and Buy Now button, product marketers are harnessing technology to put the product in the users’ hands. Literally. While implementing AR has preventative costs to many brands and businesses right now, its use can give companies and brands a leg up when it comes to engaging users and converting a shoppers’ intent into a purchase.
In-App Incentivisation
Have you ever watched a 30-second video ad in order to earn more credits for an app game? You’re not alone. The rise of app games has led to a stampede of advertisers clamoring to place their product’s ads within these apps. And for good reason. Mobile app gamers have shown a willingness to view ads in exchange for in-app currency, extended game time, or other prizes.
App-Based Targeting
As mobile game apps continue to skyrocket in use, with nearly three-fourths of all Android app spending going toward games in 2018, they will provide even more value to in-app advertisers. Another major reason? Gaming apps can reach a wide variety of demographics. A Bingo app game might attract an older audience and be appealing to products targeting the 45+ age demographic, while app games made for children might be more likely to be targeted by toy companies.
While it is not a perfect science, marketers can tell a lot about a potential customer based on the apps on their phone. Apps empower marketing to become more specialized, and advertisers will continue to take advantage and find new ways to make their ads are as curated to their audiences as possible.
Also Read: Putting Trust Back into the Mobile Ecosystem
Customized Advertising
Have you ever searched for a product on Google, then noticed how the ads you see on websites are related to what you searched for? That’s customized advertising, at its base level. As adtech develops, marketers and brands alike will continue developing and finding new ways to make sure a user’s advertisements are as relevant and helpful to the user as possible.
While privacy concerns are emerging in response to the sometimes-invasive nature of digital advertising, and action is being taken through initiatives like the GPDR (General Data Protection Regulation), the future lies in utilizing first-party data obtained in a transparent manner to give mobile users the most helpful digital ad experience possible.
