The amount of time consumers spend on mobile is growing fast. According to eMarketer, mobile is second only to television for total media consumption time spent. Mobile now makes up a staggering 33% of global web traffic, and it’s estimated that two-thirds of all digital advertising spend will be on mobile by 2018.

So, what exactly does this mean for advertisers?

  1. Audience-centric advertisers must go mobile-first. In today’s world, if you’re a consumer-first company, you’re a mobile-first company.
  2. Brands that bring data and credibility together win big on mobile. Consumers are nearly twice as likely to be comfortable with brands using their personal data (like location information) for advertising purposes if they like and trust the brand. Brands need to work to make sure they are inspiring trust in consumers before making the leap to geo-targeting.
  3. Mobile means brands need to shift from just advertising to offering value. Many brands are already starting to experiment with ways in which they can use geo-targeting and location-specific information to make mobile ads more relevant and valuable for mobile users. Stepping up mobile marketing efforts also means finding and meeting consumers’ different needs in different moments.
  4. Mobile advertising can be harnessed to drive both creativity and effectiveness. No one brand has yet to master mobile marketing, and there are no clear rules or guidelines to achieving mobile success. This means there’s a lot of room for innovation from marketers who are willing to try new things.

We spoke a lot about the challenges and opportunities in mobile advertising at the Festival of Media Global this year. You can check out my full coverage and more highlights on the Wall Blog UK.


For actionable strategies you can implement today to set your company up for success on mobile, check out our latest webinar on-demand: 5 Tips for Winning Mobile Campaigns.