2013 was a year
where many businesses started to prioritize their effort on emerging services
like mobility, cloud and analytics. Tablets and smartphones are more popular
than desktops and mobile devices have surpassed desktops in enabling people to
do more on the internet regardless of physical location. The growth in the
mobile sector and ecosystem within the past two years has been impressive. With
the total value of mobile traffic having already increased multi-fold this
year, mobile advertising has gained huge prominence and become hot tech topic.
communications will further evolve as mobile operators continue to invest
heavily in next generation mobile infrastructures. The number of mobile phone
subscribers is expected to outgrow the world’s population in the coming year
and this is expected to impact business models, empower consumers, and improve
collaboration and marketing.
With so many
people using smartphones and tablets, mobile strategy is going to be more
important than ever in 2014. A new year is a time for change and another chance
to do things the best way possible. It’s important to look back at the way
businesses were marketing to customers in 2013 and how they can improve in the
new mobile year. Let’s take a look at the top mobile trends for 2014. This is
where business can start looking at innovative mobile marketing strategies to
ride the mobile wave and improve their positions in global marketing.
– The latest ad technology is geared around automated buying and
selling as ad exchanges, supply side platforms and mobile ad networks reach for
scale. Programmatic ad buying and selling is changing the mobile landscape and
is growing in fast in developed internet markets. Advertisers have been quickly
won over by the ability to bring together the combination of historical intent
combined with profile and behavioral data in real time through these new
automated technologies. Mobile already accounts for 19% of all programmatic
spend in the U.S. With mobile display ad spend set to grow much faster than
online worldwide, mobile programmatic will quickly become the norm.
Wearable technology is changing the way we interact with technology and
daily life. This advancement is providing businesses with opportunities never
before imagined with new products to market on, such as Google Glass and smart
watches. As wearable technology gains popularity and becomes integrated
into everyday life, marketers who take advantage of
wearable technology’s ability to make interactions effortless for
consumers can benefit in establishing a strong connection and provide unique
– There is a lot of excitement around
location-based mobile marketing and the strategy has grown tremendously over
the last few years. In 2014 location-based targeting will only improve further.
Reaching consumers where they are and converging both digital and real worlds
means the right ad at the right place and at the right time. It brings value to
consumers helping them find products and services where and when they need.
Marketers can use location patterns with existing customer data to deliver
custom messages by serving relevant, time bound offers based on their profiles
and travel patterns.
4. Mobile Ad formats – As mobile
advertising grows, new ad formats are likely to come up. Facebook’s insertion
of native advertising into news feeds, Twitter’s promoted tweets, and Instagram’s
in-stream ads are a few examples of the new, successful ad formats introduced
this year. 2014 will see brands and developers discover more creative ads
involving innovative rich media formats. Continuous growing network
connectivity speeds will enable brands to test new creative formats, including
mobile video, moving away from the standard mobile banner ads.
5. Mobile Big Data
Big data is said to anchor the next revolution in mobile industry.
Spending on big data has risen tremendously over the previous few years and
2014 will see further growth. Mobile big data comes in many forms, smartphone
penetration, consumer usage patterns, mobile apps and other services working in
the background. As the mobile penetration grows, the data from mobile becomes
even more important and this data can be used to optimize and personalize
mobile experiences. Location data is the primary component of mobile big data
which differentiates mobile from online helps transform the mobile advertising
industry. The ability to deliver real time, local targeted advertising
represents a significant evolution in the mobile ad market. These data points
provide mobile app marketers with a wealth of knowledge on user behavior that
wasn't previously available.
Mobile Video – According to
Group, 2014 will see mobile video viewing levels equaling PC for the first
time. Faster wireless networks, better devices and affordable data plans will
enable this change and will result in people spending increased time watching
video content on mobile devices.Mobile
video ads are expected to become the top ad format in the coming year along
with new mobile ad formats discussed above.
of video on
Instagram and the
Twitter-owned Vine has created new avenues in mobile marketing via
social networks. According to
eMarketer, US ad
spending for mobile video is set to quadruple from this year’s $518 million
estimate to nearly $2.1 billion in 2016. This represents tremendous opportunity
for marketers to tie in video ads as consumers are active on both social media
and mobile as second screen.
7. Rising Mobile Currency – Thewidespread adoption of smartphones has
seen a rise in the adoption of mobile wallets. Instead of paying cash or credit
card the consumers now can use a mobile phone to pay for wide range of goods
and services. As mobile continues to grow at huge pace in developing nations,
mobile payment solutions are being deployed as a means of extending financial services to the unbanked
community. This is bound to create enormous demand for mobile advertising
services and technologies as brands seek to target existing and prospective
8. Mobile Messaging – Mobile-focused
social messaging apps such as
Snapchat, Pheed, WeChat, WhatsApp etc. are
growing their monthly active users at tremendous rates meaning consumer
interest in communicating on these platforms and mobile devices in general is
high. These apps allow users to communicate with text, images, video and other
media in real time on simple, visually appealing platforms. Although this isn’t
a trend, it still represents the growing number of customers for these apps on
mobile phones today. This data presents a massive opportunity for businesses to
get in front of their customers and take an active role in discovering the best
mobile marketing messages for these platforms.
9. App Marketing –
the last few years, app promotion was all about reaching the top positions in
the chart through incentivized download generation. This year the strategies
shifted toward a more CPI (click per install) sensitive approach through
non-incentivized downloads. As mobile advertising continues to evolve, the
metrics used to gauge the effectiveness of campaigns have also evolved. 2014
will see new metrics with a clear focus on generating ROI based positive
campaigns. New metrics such as consumer lifetime value (LTV) and average
revenue per user (ARPU) are evolving and these will be analyzed carefully in
accordance with the business model of the app.
analysts predict that the coming year will be ‘the year of mobile.’ While there
is no doubt that the last few years have seen a tremendous growth in mobile
ecosystem, newer developments and evolving mobile business models promise 2014
to be a huge year for mobile business. In 2014, businesses will need to be
responsive and quickly adapt to changes in the ways consumers communicate.
It will also be essential to adopt technology-driven strategies to
engage consumers. While mobile will remain high on everyone’s priority
lists in 2014, there will be growing pressure from both brands and publishers
to extract more value and accountability from mobile advertising.
All in all,
2014 is definitely going to be an exciting year for mobile advertising.
Have a safe and healthy New Year!