Across all demographics the mobile phone has become an extension of the users’ physical being. Yet, most brands still don’t put their money where their consumers are. This is bound to change: 2015 will be the year of the consumer and the mobile trends will reflect the industry’s growing arsenal of technology targeted at gathering as much Intel about the user as possible.
The Media Supplier
It all comes down to data and who has the most of it. Google, Facebook, Amazon and other key players hold significant volumes of data about users. Regardless of the increasing awareness on the users’ side, the data these companies have about us is bound to grow more and faster. We will see significant focus on location based advertising. Together, our physical movement and content consumption will take advertising to the next level. With the pursuit of the need to understand user behavior, multi-channel engagement will become more central. In addition, we will continue to see the rise of automatic bidders as the focus on impressions is expected to grow.
Consumers are aware of privacy issues like never before, nevertheless, they reveal and share more about themselves. In the coming year we will see a better consumers-advertisers ecosystem. Consumers are looking for their own type of ROI and once the advertisers will step up their targeting game, they will engage more with ads. This in turn will provide more data which will allow advertisers to target and re-target even better. In order to manage consumer data effectively, DMPs (Data Management Platforms) are guaranteed to grow. These software solutions provide a layer of marketing data-management that spans across many different systems and channels; a solution that is a must in today’s cross-channel reality. As consumers engage more with native ads rather than traditional banners, we will see more native ads blending into the content consumers are exposed to, especially on mobile. We will also see more emphasis on rich media for mobile devices from advertisers, specifically concerning video ads. Pre and post-roll video ads can provide a richer branding experience. The equation is simple; more engagement equals higher conversion rates.
Mobile web or Mobile apps – which one will dominate the market? Each one has its benefits. We will see that 2015 will be the year in which one of them will surpass the other. More brands are expected to spend more of their budgets on mobile since it is more scalable and engaging. This enables the brands to get personal with their consumers.
Moran Guy is Mobile Advertising Director at dmg