Mobile: The Screen To Be Seen On

The latest Australian results for digital advertising expenditure are in, and all roads point to mobile. In the second quarter of 2014, digital advertising saw a 29% growth over the previous year – that’s a whopping extra $72 million, to take the Q2 total to $320 million. How much of this is spent on mobile-targeted advertising? Plenty.

$68.8 million.

Mobile advertising growth out performed free-to-air TV advertising, as well as newspaper advertising – two of the industry heavyweights – and it’s set to out-do radio in the next quarter. These archaic platforms just aren’t up to scratch anymore. The simple fact is that today’s consumers are mobile consumers, and cutting edge advertisers want a slice of that pie. All roads point to mobile. Is your business on the road?

An ancient Chinese proverb tells us, “The best time to plant a tree is 20 years ago; the second best time is now.” If you’re not yet targeting mobile customers, you need to jump on it. Mobile consumer spend for Australia alone is predicted at $87 billion in the next 12 months, and there are a plethora of ways in which your business can get in on these $$. These numbers show us that mobile advertising should definitely get a look in for your 2014-15 advertising budget.

So what can you do?

For starters, you need to make sure you’re treating mobile-targeted advertising with the respect it deserves. Marketing is a tricky ballgame, so this isn’t something you can jump into headfirst. It may be a new landscape for your business, and as always, there’s a learning curve. But if you’re a business owner, you love learning, so here’s some homework.

• Is your website mobile responsive? (Hint: if it isn’t, it should be)
• Do you have mobile-targeted sections of your AdWords campaigns?
• Are you remarketing to mobile consumers specifically, with ads suited to their taste? And do you know if it’s IOS or Android, or why you should bother differentiating?
• Can you be taking advantage of Google’s Display network, and advertise on apps?
• Are there apps out there specifically suited to your product / service you could contact for direct marketing agreements?
• Is launching an app of your own suited to your business?

These steps should keep you busy for a while, but if you want to kick it up to the next level and find out more, give us a call, 1300 859 600.

Sources:
http://www.tvb.org/trends/1725990http://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782 http://www.forbes.com/sites/roberthof/2014/07/02/mobile-ad-spending-to-blow-past-newspapers-magazines-radio-this-year/http://www.emarketer.com/Article/Total-US-Ad-Spending-See-Largest-Increase-Since-2004/1010982 http://online.wsj.com/articles/mobile-ad-spending-leaps-but-trails-user-growth-1405969018

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