Tag: uk mobile marketing

Mobile marketing investment shortfall in the U.K. reaches £1.9 billion

While organizations are increasingly likely to have a smartphone ad strategy, levels still haven’t reached expectations.

According to a report that has now been issued by Oracle Marketing Cloud and Econsultancy, businesses are now more likely than ever before to have some type of strategy in place for the integration of mobile marketing into their overall promotions and advertising campaigns.

The report showed that while the acknowledgement of importance is there, the integration remains small.

The publication, entitled the “Cross-Channel Marketing Report 2014” showed that marketers and brands are continuing their transition from traditional channels toward digital and mobile marketing. However, in the United Kingdom, while it is clear that companies find that there is considerable importance in using those channels, there hasn’t been a tremendous focus made in terms of actually working them into a campaign.

It is believed that this will soon begin to pick up, as many companies are making their first mobile marketing moves in 2014.

The report showed that 20 percent of companies are now using mobile notifications and push alerts and that these, combined with messaging, mobile apps, and email are viewed by marketers as the areas in which they will best be able to achieve customer retention.Mobile Marketing - UK

This aligned with a report that was published by the 2014 Internet Trends Report which focused on the market in the United States. This latest report used the same sources as the American one, only using data from the United Kingdom, instead. The U.K. figures showed that while mobile represents 20 percent of a consumer’s total time spent with media, it also represents only 7 percent of total ad spend.

When applied to an actual monetary value, this represents a gap that is worth an estimated £1.9 billion. The shortfall has been attributed to a greater mobile optimization and advertising activity market, in addition to actual ad spending. That said, this still represents a sizeable gap between the actual time spent by consumers and the amount of money spent by marketers.

Equally, though, among the brands and marketers surveyed, 75 percent said that they had some type of mobile marketing integration strategy in place for their campaigns, which represents a year over year growth of 16 percent.

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.