Tag: mobile marketing united kingdom

Mobile advertising is set to leave print behind

The marketing industry in the United Kingdom is poised to watch smartphone ads leap ahead of newspapers and magazines.

A new forecast was recently released regarding the future of mobile advertising in the United Kingdom, and it is believed that by next year, the channel will overtake the newspaper and magazine ad market, as well as the spending for TV commercials.

The forecast also predicted that spending on these smartphone and tablet ads will reach £4.5 billion in 2016.

The report was published by eMarketer, which is expecting to see a growth in mobile advertising spending by 96 percent during 2014, to bring it to a total of £2.02 billion. That said, even by the end of this year, it will still be only a sliver behind the forecasted £2.06 that is expected to be spent on print ads in newspapers during the same period of time, said the eMarketer report.

The mobile advertising opportunity in the U.K. is being seen as massive due to the device penetration there.

Mobile advertising newsThe report stated that “half of Britons are expected to own an iPad, Kindle, or similar tablet device by 2018”, and with this mobile device usage, it is easy to understand why the ad market over that channel is set to grow by another 60 percent in 2015, to bring it to £3.2 billion in total.

The report went on to say that “Continued robust growth in the mobile channel is driving the bulk of [overall] digital ad growth in the UK.” As both mobile and video ad spending is taking off at an explosive rate, eMarketer feels that this will only drive the ad spending throughout this year and next.

In fact, the complete market for digital advertising in the United Kingdom is expected to be worth £7.25 this year, rising to £7.97 next year, and then to £8.64 by the close of 2016. The report suggested that mobile advertising aimed at smartphone and tablet consumers will make up almost 30 percent of the overall ad spending that occurs in the country, this year. That figure should increase by over half by the end of 2016.

Mobile marketing and commerce usability disappointing consumers

Half of all smartphone shoppers in the U.K. are disappointed with the overall experience.

When it comes to mobile marketing and the smartphone commerce experience that is currently being offered, companies are finding themselves in a jam, as consumers appear to expect the usability of websites to be the equivalent of what they know from the standard web.

Unfortunately, these are two different technologies and the capabilities of smartphones aren’t there yet.

As businesses tinker with their mobile optimized websites, they are often either limiting them by too much of an extreme, or are weighing down each page too heavily with various objects, making it impossible to use for consumers who simply aren’t willing to wait the length of time that it takes to load. According to Eptica, a multi-channel consumer engagement firm, this is making mobile marketing and experience creation an extremely challenging process.

Mobile Marketing and Commerce disappointing consumersCompanies are failing to meet the expectations of consumers in their mobile marketing and commerce.

More than ever before, consumers are receiving mobile marketing and are shopping over their smartphones but the latest survey from Eptica is showing that the majority of them don’t like the experience that they’re receiving. Feedback was received from 1,000 adults in the United Kingdom by way of this research, and what it determined was that 52 percent of those individuals felt that more than half of the websites that they visited using a smartphone or tablet had not been properly optimized for their preferred device.

The mobile marketing data was released in the 2013Mobile Customer Experience Study from Eptica. It also looked into the foundation issues that related to the unpleasant experience that consumers have said that they are having. The primary struggle was related to a lack of functionality both on the mobile web, as well as within apps that were designed for their devices (36 percent). Nearly as many people (34 percent) said that they were frustrated with the long loading times. Another 34 percent said that they disliked the websites that were not optimized to be viewed on the smaller screen of the smartphone or tablet gadgets.