The latest Australian results for digital advertising expenditure are in, and all roads point to mobile. In the second quarter of 2014, digital advertising saw a 29% growth over the previous year – that’s a whopping extra $72 million, to take the Q2 total to $320 million. How much of this is spent on mobile-targeted advertising? Plenty.
$68.8 million.
Mobile advertising growth out performed free-to-air TV advertising, as well as newspaper advertising – two of the industry heavyweights – and it’s set to out-do radio in the next quarter. These archaic platforms just aren’t up to scratch anymore. The simple fact is that today’s consumers are mobile consumers, and cutting edge advertisers want a slice of that pie. All roads point to mobile. Is your business on the road?
An ancient Chinese proverb tells us, “The best time to plant a tree is 20 years ago; the second best time is now.” If you’re not yet targeting mobile customers, you need to jump on it. Mobile consumer spend for Australia alone is predicted at $87 billion in the next 12 months, and there are a plethora of ways in which your business can get in on these $$. These numbers show us that mobile advertising should definitely get a look in for your 2014-15 advertising budget.
So what can you do?
For starters, you need to make sure you’re treating mobile-targeted advertising with the respect it deserves. Marketing is a tricky ballgame, so this isn’t something you can jump into headfirst. It may be a new landscape for your business, and as always, there’s a learning curve. But if you’re a business owner, you love learning, so here’s some homework.
• Is your website mobile responsive? (Hint: if it isn’t, it should be)
• Do you have mobile-targeted sections of your AdWords campaigns?
• Are you remarketing to mobile consumers specifically, with ads suited to their taste? And do you know if it’s IOS or Android, or why you should bother differentiating?
• Can you be taking advantage of Google’s Display network, and advertise on apps?
• Are there apps out there specifically suited to your product / service you could contact for direct marketing agreements?
• Is launching an app of your own suited to your business?
These steps should keep you busy for a while, but if you want to kick it up to the next level and find out more, give us a call, 1300 859 600.
Sources:
http://www.tvb.org/trends/1725990
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
http://www.emarketer.com/Article/Mobile-Continues-Steal-Share-of-US-Adults-Daily-Time-Spent-with-Media/1010782 http://www.forbes.com/sites/roberthof/2014/07/02/mobile-ad-spending-to-blow-past-newspapers-magazines-radio-this-year/
http://www.emarketer.com/Article/Total-US-Ad-Spending-See-Largest-Increase-Since-2004/1010982
http://online.wsj.com/articles/mobile-ad-spending-leaps-but-trails-user-growth-1405969018
