Like most people these days, I don’t go anywhere without my mobile phone. It’s what I use to look up restaurants nearby, get directions to a friend’s house, stream my favourite songs or look up reviews for my next purchase. Sound familiar? In this age, mobile phones have become our trusty, can’t-go-anywhere-without-it device, and advertisers are well aware of this dependency. As a result, making sure a brand is present in a space that consumers spend so much time in, has become a major priority.
With over 22% of the world’s population owning a smartphone, how have these go-to-devices influenced digital marketing today? Are advertisers seeing success by developing innovative campaigns in this channel? To find the answers, I explored 4 major mobile trends that brands have adopted to capture attention in the mobile space over the past year.
Read on to get the results.
With mobile becoming the device of choice for consumers, major brands have adopted mobile specific trends into their strategies to attract and engage audiences on their phones. Four major trends that have made their mark in the mobile space over the past year include programmatic ads, video ads, social media influencers and mobile apps. Let’s discuss how major brands are winning with these trends.
Accessing consumers in the right place and time through programmatic.
Since we use our mobile devices for almost everything, including watching videos, posting social media updates and tagging locations in our photos, our behaviour can segment the way we are served ads. Advertisers that are actively buying media on programmatic platforms can use mobile behaviours to target consumers according to their actions. For example, advertisers can target our specific location in a store and serve us in-the-moment, relevant ads. Walking into a clothing store? Don’t be surprised if you’re served an ad for the shirt you’re eyeing down in the back corner! Programmatic gives advertisers the ability to seamlessly integrate their digital ads with a customer’s physical, in-store experience. As mobile programmatic continues to rise, there is no doubt that we will see more and more brands serving ads during behaviour specific moments.
The power of story-telling through video ads.
We’ve also seen the use of video ads on mobile devices increase, especially through channels that audiences already use to consume this type of media (ahem, Facebook and Youtube). Rather than your average 30-second pitch about a product, advertisers are moving towards a longer video format that tells a story. By engaging consumers with a video that is not blatantly selling products, they have the chance to connect emotionally and capture our attention for a longer period of time. Take Wrigley’s Extra gum for example. Check out the video below and you’ll see the powerful impact of this brand in the story that unfolds.
Accessing consumers through social media influencers.
Social media influencers have also become a major trend in mobile advertising this past year. With apps like Snapchat and Instagram, the creation of shareable content and ease of building a large following has resulted in everyday users becoming massive social media celebrities. Brands have found the opportunity to access target markets and niches through these influencers as their content is capable of persuading fans to purchase.
Advertisers are willing to dish out big bucks for a simple shout out or post regarding their product which will reach thousands or even millions of users. Although these influencers, which are sometimes actual celebrities, are being paid to promote products, the mobile channels they are using, allows them to do so in a way that comes across as authentic to audiences. As a result, it influences more purchases. Below you can see Khloe Kardashian promoting a Premadonna Waist Trainer from Waist Gang Society; a fairly unknown company prior to the Kardashian endorsement being attached to it.
Extending brand presence through mobile apps.
The last mobile trend I explored was mobile apps and the way advertisers are using them to extend brand presence in the digital realm. With the announcement of Mobilegeddon earlier this year, brands realized the importance of having mobile-friendly content. One way to ensure mobile-friendly content is through mobile apps. Although they have been around for a while, brands are creating multiple apps that do more than just share company information. The additional apps usually offer a unique and engaging way for customers to interact with the brand and often allow users to easily create content from within the app. For example, Mcdonald’s came out with a Fry Thief app that allows users to capture funny photos of people trying to steal their fries. The result? A plethora of user generated content that is being shared on the social channels of customers and McDonald’s.
2015 has clearly been a big year for mobile and there is no doubt that brands will continue to find innovative ways to reach consumers on their phones. To get a full breakdown of each trend and understand how they can be incorporated into your mobile strategy, you can read the full article here.