Mobile ads are taking off. Recent stats show the market quickly turning its attention to this growing mobile marketing medium. Learn more now.

Mobile advertising is taking off in a big way. Some recent stats show the market quickly turning its attention to this growing medium. Yet, with the stigma of “annoying” mobile ads, is this a space where your company needs to be? The answer is most likely “yes”, but you need to do it right.

Mobile advertising is estimated to hit $41.9 billion in 2017, according to Gartner Research. This surpasses the current amount spent on radio advertising at $32.5 billion – a number that is likely to continue its decline. While television ($196.5 billion in 2013) and print ($110 billion in the same year) are still massive categories, mobile advertising is making its way to the table.

We all come across mobile ads every day – on our devices, on websites, in search results, within our apps, and on videos. Advertisers use mobile ads to get in front of their target audience throughout the day, at multiple touch points – all in hopes of driving site traffic, awareness, and sales. As people and smart phones (and other tablet devices) have become inseparable in today’s technologically savvy world, it’s no wonder why advertisers are flocking to this new forum. Just look at some recent statistics:

• Mobile search revenues rose 120.8% last year; they are projected to grow another 82.3% in 2014
• For 2014, Gartner estimates that mobile ad spending will hit $18 billion. This is a 37% increase over last year’s $13.1 billion. And it’s set to grow another 75% this year.
• On the flipside, desktop advertising revenues are expected to take a dive. Estimates predict that this category will decline 9.4% or $1.4 billion this year. By 2018, it’s predicted to be down by 33.1%

There are some well-known companies that are fueling the mobile advertising growth:

• Google and Facebook control 66.8% of the U.S. mobile ad market.
• Google has about half the market at 49.3% (a small decline from its 53% in 2012).
• Facebook has tripled its share of the market from 2012 to 2013.
• Don’t rule out Twitter, either: its share of the mobile ad market is now 2.4% – up from 1.5%.
  
  

Think about the last time you came across a mobile advertisement. Was it a flashing animation complete with loud sounds that launched you into another tab when you accidentally clicked it in an attempt to close it? These are the type of ads that you should avoid; you’ll get lots of initial attention, but chances are you’ll end up with more ill will than profit! On the other hand, high-quality mobile advertisements, based on relevant information and enticing offers, can help strengthen your brand and get people in the door.

If your company wants a piece of this pie, think strategically. Design mobile advertisements (special coupons, exciting promotions) that improve the online experience of users rather than to detract from it. After all, this is where your target audience lives – even when they are on the go.

If you want to add even more value to your mobile advertising strategy, consider a Google Remarketing campaign. This approach can elevate your messaging and visibility to another level – getting your company and its products right in front of profitable customers that already know who you are.

As you design your marketing plan for the short- and long-term future, make sure mobile advertising is a top priority.

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References:
http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics
http://mashable.com/2014/03/19/google-facebook-dominate-mobile-ads
http://mashable.com/2014/01/21/mobile-ad-spending-2017
http://mashable.com/2014/03/14/mobile-search-ad-revenues