Mobile is a huge opportunity for UK marketers, but most have yet to crack the code on how exactly to market on mobile. Less than 30% of total digital ad spend went toward mobile in the UK last year, despite the fact that consumers spend more time consuming media on mobile phones than any other device.


UK mobile marketing is primed to deliver on several key marketing objectives:

  • Brand awareness. UK consumers check their smartphones upwards of 200 times a day. There’s no better place to build visibility and get in front of audiences than those hand-held devices that are carried around everywhere.
  • Engagement. Mobile has become the preferred channel for social media consumption, meaning that mobile advertising is essential for marketers who want to reach users while they browse social networks. Social ads encourage engagement and sharing, making this a great platform to drive customer interactions
  • Conversions. Finally, mobile actually delivers on lower-funnel objectives. AdRoll customers who add mobile ad sizes to their Facebook News Feed campaigns, for example, see 29% more clicks and 15% more conversions.

marketers-on-mobileSo why aren’t marketers taking advantage of this platform? Only 56% of European marketers are retargeting on mobile. Most of the marketers who have yet to take the plunge in mobile retargeting were also lagging in the rest of their mobile marketing. It’s true that mobile can be a challenging environment: Mobile users have a more intricate customer journey, complicating attribution. It can be tricky (and costly) to acquire and retain loyal mobile app users. And drawing on customers’ on-device behavior for practical insights requires a complex network of mobile cookies, device IDs, and platform-specific usernames.

But these challenges shouldn’t prevent marketers from advertising on mobile. Rather, advertisers need to change the way they think about the platform. Here are some of things to consider:

  1. Mobile site. A great place to start is making sure you have a mobile-optimized site that allows easy and intuitive browsing. Make it easy for users to find what they’re looking for when they land on your page.
  2. Mobile retargeting. Retargeting is a simple next step that lets marketers drive additional mobile conversions by serving mobile impressions to users who already demonstrated interest on their website. Platforms like AdRoll make it easy to reach and recognize users on whatever device they’re using.
  3. Creative consistency. Maintain a consistent brand voice and experience by ensuring that your ad creative and messaging is seamless across devices. This will help users recognize and identify with your brand no matter what platform they’re on.
  4. Attributing mobile impressions. It’s true that marketers need more robust tracking to measure the effectiveness of mobile campaigns, but that doesn’t mean that it’s impossible. In fact, 73% of marketers track performance across devices, proving that it is possible with the right tools. Check out our comprehensive Attribution overview for more insights on how to account for mobile in your attribution model.

Mobile is a big challenge for many marketers, but it’s also a huge opportunity that shouldn’t be missed. By starting with these simple steps, UK advertisers can begin to capitalize on mobile campaigns.

For more tips on taking the plunge with mobile, download our Mobile Strategy Guide.