In the United States, smartphone and tablet users are being targeted at a rate that is more rapid than other categories.
According to a recent report by BI Intelligence, mobile marketing is growing at a faster rate than advertising over any other digital channel in the United States, as a rising amount of the overall ad budget by marketers is being allocated to catching the attention of an increasingly large number of users who look to their smartphones and tablet screens first.
Traditionally, there has been a considerable gap between the amount of time spent on mobile devices and the ad money for the channel.
The users of smartphones and tablets have been spending a rapidly rising amount of time on those devices, to the point that it is very significant, and it is still growing. That said while the amount of money spent on mobile marketing is also on a rapidly rising path, it remains quite tiny when compared to the amount of time that users are spending on the devices. The BI Intelligence report shows that this disparity is about to start to narrow, as marketers start to more readily embrace mobile optimized advertising formats.
Among these optimized types of mobile marketing are native ads and interactive rich media.
As the improvement of targeting continues, says BI Intelligence, there will also be an increase in the number of advertisers that will discover the ways in which the mobile advertising platform can effectively be utilized.
The prediction from the report was that by 2018, the mobile ad spend in the United States will reach almost $42 billion. This will be the result of a 43 percent five year compound annual growth rate starting in 2013.
The report examined some of the most important and successful mobile marketing formats, which include the user of social, video, search, and display. The report provided considerable insight into the firm’s predictions with regards to the areas that will see the largest amount of spending from a mobile advertising budget, while looking at the overall performance that may be expected from the ads produced for smartphone and tablet screens.
These consumers are also concerned about spam when it comes to the smartphone based marketing they receive.
Research conducted by On Device on behalf of MobPartner has now revealed some interesting insight with regards to the way that mobile ads are being used to reach travelers and what those consumers feel about this advertising.
The study was conducted earlier this year with the participation of 1,000 device using travelers.
The research looked into the way that travelers engaged in the planning and research of their trips on their laptops, smartphones, and tablets, particularly when it came to the receipt of online and mobile ads. What they determined was that nearly two out of every five respondents to the survey stated that they were reluctant to click on mobile marketing advertisements as they have concern that it could potentially be spam.
Among the respondents, 33 percent felt that the mobile ads that they received were not relevant to them.
In fact, the vast majority of the respondents to this research were not among those that felt that mobile marketing was effective. Only 17 percent claimed that they felt that the mobile advertising that they received was effective. Another 52 percent were uncertain as to whether or not they felt that it was effective.
Among the most important factors in the creation of mobile advertising as a channel that travelers will take seriously is in the familiarity and comfort components with the brands themselves. The study determined that one in three smartphone users would be willing to click on a digital ad if they believe that it was created by a brand that they trust. Moreover one in four of those respondents said that they had then made a purchase from that brand after having clicked their ad.
When it came to mobile ads that used video instead of just static display content, the advertisements that were viewed over smartphones and tablets the most frequently were those that included video (33 percnet0. However, when travel brands featured apps or mobile games, they generated a recall value of 32 percent. Regardless, the largest common opinion that seems to continue in the minds of travelers with respect to mobile marketing as a whole appeared to be doubt.
