Kleiner Perkins just published their much-anticipated 2017 Internet Trends report, and many of the trends reveal insights that can be taken straight to the advertiser’s toolbox. We’re taking a closer look at this year’s 22nd edition and what it means for you as a brand, advertiser, or publisher.
First, users are spending over 5 hours a day engaged online on their mobile devices. Back in 2011, it was less than an hour a day. More time online means more data and expanded opportunities for advertisers. We see a lot of personalized, location-based targeting, especially via in-app advertising. Geo-targeting can even be weather-based ads, promoting goods and services that are relevant for their timeliness, too.
Going beyond location, users are sharing more and more on social media, revealing their needs and preferences. Advertisers can use such data in targeting. Better targeting in campaigns will lead to a granular level of relevance to potential consumers. Done right, this can even lead to better relationships with brands that serve users’ needs at the right moment.
All the additional time spent on mobile means that print, radio, and internet media have lost their some share of users’ attention. Surprisingly, mobile ad spend is not distributed proportionally to the amount of time spent there. While print takes 12% of ad spend, only 4% of users’ time is spent there. This contrasts to mobile, which has 28% of users’ attention and only 21% of ad dollars spent. This means there is a $16 billion opportunity in the United States alone, and much of that is in mobile video.
Speaking of video, ad type preferences are clear. Users have an overwhelmingly negative view of pre-roll ads, and an even worse perception of mobile app pop-ups. Today’s consumers want control over their ad experience (think skippable video ads) and something to gain from the experience. For example, social click-to-play advertising is viewed positively, as are mobile app rewards, the most popular category. This year, aim for a better user experience by giving the user a way to interact with the ad, and have a positive interaction with your brand, as a result.
Use these insights to engage with users where and when they need you. The technology to provide this seamless experience is available, and the tools are already in your hands.
Gil Wilder-Tekuzener is Head of Marketing at DMG