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More 2016 Mobile Advertising Predictions
Editor’s note: This is the second part of a two-part blog looking at 2016 mobile marketing predictions from advertising experts.
Christian Baesler, president of Bauer Xcel Media, publisher of Woman’s World and InTouch Weekly expects to see the share of mobile traffic to publisher’s websites will continue to increase even further, while the large gap between time spent versus ad budgets spent that has existed for mobile will decrease as the market matures and buyers are shifting more budgets to mobile, resulting in higher CPMs and better monetization opportunities for premium publishers.
After building a foundation and first explorations in 2015, platforms such as Facebook, Snapchat and Apple News will play an even larger role in publishers’ mobile businesses, both in terms of audience acquisition as well as monetization, Baesler adds. So publishers need to expand their experiments with the various platforms, with the ultimate goal of decreasing dependencies on one or two major traffic sources as it exists today.
Catherine Magoffin, director of strategic services at StrongView, a Selligent company offers these thoughts on 2016:
- Mobile experiences demand moment enhancing hyper-relevancy and value.
- Consumers are interacting more via mobile, with the majority of email opens happening on mobile these days. These experiences require hyper-relevancy more than ever before, delivered across email, sms, mms and mobile app experiences and more.
- Marketers must use consumer data to deliver messaging tuned to the individual and the device in use, as well as the consumer’s current disposition and situation. Knowledge about individual consumers, including purchase data, location, device use, behavior across channels, preferences, brand affinities and any actionable attribute fuels relevancy, context and value.
- Consumers have a wide range of device options today, with larger mobile displays creating opportunity for new communication and content strategies. More and more consumers are using fragments of time throughout their days and travels to consume content across email, mobile apps and video and more, as well as to convert and transact via mobile. More devices and improved screen experiences represent big opportunity for new user experiences that deliver real-time value to drive action and conversion.
Source: http://mobilemarketingandtechnology.com/2015/12/30/more-2016-advertising-predictions/
