The Ongoing Case For Mobile and Why Video Is At The Center

Local Marketers –  This piece is for you.  Mobile continues to grow as a platform to reach your consumers.  At MarketJon we provide a powerful geo-targeting, geo-fencing, and acquisition based programs designed to get your potential customers through your door.  If your goals include more site and store traffic, understanding how mobile platforms work today is critical.

According to eMarketer Trends, Forecasts and Stats, this year, U.S. Advertisers will spend two-thirds of their digital budgets on mobile placements.  This makes a lot of sense since mobile traffic continues to increase at the expense of desktop traffic.  This isn’t a new trend as it’s been happening every year since 2015 so you’d think a case wouldn’t need to be made to justify mobile marketing.  Once search and display advertising crossed the 50% mark in mobile views, it became clear that marketers would soon follow.    And follow…many did.

On the local marketing front, SMB’s have become more and more engaged with the impact mobile marketing can make.   There are several key trends impacting the continuing growing mobile marketing universe –

  1.  VIDEO –  Mobile video set records in 2018, with even more growth predicted to come. Smartphones became the dominant channel to watch online video, with mobile’s share of online “video starts” crossing 50% for the first time. In tandem, mobile is forecast to account for 72% of the growth in spending on online video advertising. As video continues to blossom, 2019 is likely to see big players in the space fight for dominance.
  2.  VOICE –  In a shout out to the audio universe 2018 was about testing smart speakers’ usability in the household, 2019 is the year of brands proving their voice tech’s value. By the end of 2018, ownership of smart speakers like Amazon Echo or Google Home was forecast to hit nearly half (48%) of Americans, up from 32% in August, per Adobe Analytics.  While voice search for consumers is not yet scaled, it is moving in that direction and eventually, it won’t seem unusual to ask your Alexa to “please order me Almond Milk” because your refrigerator told you so.
  3.  SOCIAL COMMERCE – Local SMB’s have for awhile taken advantage of the geo-fencing/geo-targeting aspects of mobile marketing.  Attribution has been a significant value proposition for local advertisers.  Social commerce is the ultimate goal for a marketer trying to engage a mobile consumer, direct them to their site and grow them into a customer.  Facebook, Pinterest and Snapchat are the main social platforms for acquisition efforts — boosting awareness, generating leads and advertising products. This year, the industry is set to break that tide and focus on engagement as well.

Other contributing factors to the growth of social media include Influencer Marketing, the adoption of 5G, and AR (Augmented Reality).  But…for simplicity purposes let’s look at the #1 area of growth in mobile –  VIDEO.   According to eMarketer, the estimates for mobile video spending will top $16 billion or 45.6% of the total digital video ad spend.  Social video specifically will see the largest growth primarily because Facebook makes up 94% of it’s revenues through mobile.

US Digital Video Ad Spending Share, by Device, 2018-2023 (% of total)

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