It’s been a running joke among advertising agencies executives: “This is the year of Mobile!”
For those of you who do not work with an advertising agency, this joke means that for the past few years, the industry had always sworn that the current year was “the year of mobile.” Well, the truth is that it may not be a joke for long.
Technology is driving demand. This of course is no secret. We have seen how technology has transformed viewing of sports, music, and entertainment through small and large screen television viewing. Consumer adoption of mobile continues to accelerate. Much of this growth is due to mobile video.
There are several video advertising units available. Advertisers can purchase in-banner, interstitial, and pre and mid-roll to name a few. In addition, there has been an increased demand of live streaming video. The consumers’ interest in mobile video offers publishers and advertisers inherent benefits of capturing desired audiences. The best part about all of this is that the industry is getting smarter on the execution in order to have better completion rates. Ads created today are looking less like a commercial.
One can expect the following in the “year of mobile”:
- Continued video demand
- Premium content will drive interest to further completion rates
- Availability of this content may not keep up with demand
- eCPMs will be higher to surround this content
- Opportunities are available to customize and use technology to enhance overall consumer experience
- Metrics are easy to track, although not always perfect
- Data is playing a part in being able to drill down to a desired audience
- Be sure to explore what data can be married to your sales information to drive better decisions on purchases
Many advertising budgets will be stressed in 2015. Therefore, there is no shame to test the proposition before going all-in.
Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
