EMarketer predicts that 2016 will be the year that mobile ad spending surpasses desktop ad spending. In fact, the researcher predicts that by 2019, mobile ad spending will make up about 70% of advertisers’ total digital budgets, accounting for close to 29% of all media spending.
“Mobile first” is becoming a popular credo for some marketers, but the strategy is not without its limitations (small screens etc.). Looking for success on mobile, many advertisers are relying on social media – pumping money into proven platforms like Facebook, Twitter, Instagram, and Snapchat – where video ads have provided opportunities for more branding-style campaigns as opposed to direct-response-style ads.
But is giving money to Facebook and allowing it to allocate inventory a viable mobile strategy? Lots of marketers are spending money on these platforms in order to “be in the mobile space”, without really having an actual plan for mobile. The article suggests that the growing messenger apps will eventually develop ad formats, creating even more potential for advertisers, and force marketers to think more about HOW to advertise on social media.
For a brand that’s new to the mobile/social environment, what part of its marketing strategy do you think is most important?
Will advertising on social media ultimately become the most important component of a media mix?