Mobile Advertising Will Be Bigger Than TV Advertising By 2020
Mobile advertising will become bigger than TV advertising by 2020.
Agency executives, brand marketers and various industry experts have discussed the future of mobile phones as a realistic and significant advertising channel. What makes mobile advertising unique? What are the prospects for mobile ads, and how will mobile advertising evolve over the coming years?
Almost all voices within the industry agree that mobile advertising will one day unavoidably outsize promotion on TV and every other digital outlet.
Expected and unavoidable but when will it happen?
Here are four reasons why brand advertising expenditure on mobile will surpass that spent on TV by the end of the current decade.
1. Mobile Advertising Offers A Continuous Approach to Audiences – Anytime, Anywhere
Picture an audience that incorporates the considerable majority of the world’s spending might and can be tapped into by marketers whenever and wherever they want with qualification and accuracy. Mobile advertising offers this to brands seeking a connection with their market.
Ever developing mobile devices, such as smartphones and tablets, enable brands to engage their intended market at any time and in any location. In the near future, the majority of society, not only in Western Europe but the wider world as well, will utilise smartphones more impressive and user friendly than the finest computers available at present.
By 2020, mobile devices will be the principal way that populations absorb data and media. A fresh study, carried out by market analysts Zokem [Jan 2011], declares current smartphone users spend 667 minutes per month using mobile apps, 671 minutes text messaging, 531 minutes making phone calls and 422 minutes scanning the internet. As mobile data speeds increase, mobile content advances and mobile user experience continues to progress these figures will grow over time.
2. The Most Prominent Messaging
In a recent study, 75 percent of individuals disclosed that if they left their mobile phone and their wallet at home, and were only able to go and collect one, they would plump for their phone. Mobile devices attach us to all of the things we deem important: our family, friends, our favourite music, personal pictures, games and services like mobile TV. They are individual, private and constantly demanding our attention.
TV, in comparison, has become an interactive media experience almost by accident. TV no longer demands 100 percent attention from users. Consumers now multi-task whilst watching TV, browsing the net, updating social networks and playing games with their mobile phone or tablet.
Brands and advertisers will no longer continue to accept expensive TV advertising that is often disregarded when they can instead opt for a medium that reaches the most engaged and focused users.
3. Interaction Instigates Greater Concentration
Tactile interaction on a mass scale via mobile devices will establish itself as one of the most celebrated developments in brand marketing. Mobile devices have become so user friendly, commonplace and fun that young children adapt to them almost instantly. Teenagers have become so familiar to tactile digital interaction, that they now assume it exists for every other media screen.
For brands and advertisers, touch is the supreme opportunity to connect with consumers. The entire process from commercial to sale is available at the fingertips of the user. If the consumer is interested in learning more about the product they can tap the screen, zoom in on the product details by simply sliding their fingers and with an extra tap buy the item.
4. Confirmation Is In The Results
Advertisers and marketers are unable to efficiently target audiences, measure ad effectiveness or alter campaigns at short notice by relying on TV adverts.
The emerging volume of statistics illustrating the effectiveness of mobile ads, clearly demonstrate that first-rate mobile advertising eclipses TV advertising, and other digital avenues, on key brand metrics.
Mobile Advertising gains superior results in creating brand awareness, influencing purchases, developing message recollection, establishing engagement and viral behaviour.
As brands continue to devote spending to mobile advertising and see results that exceed their other advertising channels, a greater share of their budget will be designated for mobile campaigns. As the diffusion of touch-driven handsets and tablets increases, most advertisers will be able to introduce mobile campaigns of greater magnitude and connect with a substantial majority of their intended audience. The obstacles are decreasing and the revenue stream will develop throughout the coming years into a surge by the start of the next decade.