The numbers don’t lie, and they’re adding up quickly.
According to Marketing Land, mobile data traffic is expected to increase by 700 percent between 2016 and 2021, and
advertisers shelled out $24 billion on programmatic mobile
ads last year (an increase from $18 billion in 2016). Geotargeting and location-based ads are making waves right
now, for example, as marketers come up with interesting
new ways to leverage mobile without being overly intrusive
with their target customer bases.
“Location data is primarily used in advertising to provide
real-time context. This geotargeting of ads can be effective,
but ultimately, the biggest value in location data may be in
creating audiences and consumer path maps,” eMarketer’s
Yory Wurmser told Marketing Land. “For instance, someone
who visits a ski resort is likely to be a skier even if they
don’t need skis at that moment.”
This year, Wurmser expects more advertisers to start col-
lecting data for segmentation purposes, but that will have
to be handled in a way that gives users a way to opt-in.
“That means a lot of the big platforms that collect this data
to provide services will continue to have an advantage in
mobile marketing,” he added.
Mobile to Surpass TV Spending
With mobile ad spending expected to surpass TV spend-
ing this year, and with nearly half of U.S. paid media ad
spending being allocated to digital channels, eMarketer
expects mobile to claim 47.9 percent of total U.S. ad spend
by 2022 (up from an expected 33. 8 percent this year).
“Advertisers are pouring dollars into mobile due to grow-
ing mobile commerce activity,” according to the research
firm’s U.S. Ad Spending: Facebook and Google to Capture
Over One-Quarter of the Market report. “Conversions from
mobile display ad placements have already surpassed those
Those higher conversion rates are getting the attention
of even more marketers that want to grab their respective
pieces of the mobile pie — a trend that eMarketer says will
push mobile to grow more than three times faster than total
media in 2018 ( 23. 5 percent vs. 6. 6 percent from last year).
And as that interest in mobile continues to grow, the law
of supply and demand is pushing up the associated costs.
“Transitioning competition from traditional to mobile
formats is leading to escalating ad prices as brands vie for
mobile placements,” eMarketer notes.
Maximizing a “Mobile-First” Strategy
As vice president of digital and customer innovation
for Safelite AutoGlass in Columbus, Ohio, Bruce Millard
has seen mobile become an increasingly critical part of his
firm’s go-to-market strategy. A self-proclaimed “
mobile-first shop,” the automotive glass and claims management
company is now riding the “higher conversion” wave that’s
helping it and other companies turn customer outreach ef-
As the mobile marketing space continues to
mature, companies are finding new and exciting
ways to leverage it to their advantage.