In a world that is growing more dependent on smart phones every day, it is essential that we adjust our approach to digital marketing accordingly. Recent studies show that around 51% of the US population use mobile devices, while only about 42% still actively use desktops. There are now billions of users on mobile, whereas desktop users are measured in hundreds of millions.
These days, for the first time in history, mobile usage surpassed desktop and marketers would be wise to capitalize on this global platform shift. You shouldn’t expect to see conversions if you fail to target users where they are—on their mobile devices. Companies allocating the majority of their advertising budgets towards desktop are likely losing revenue to their more progressive competitors.
Right now, analysts still see a significant discrepancy between mobile advertising expenditure and mobile usage. This gap is expected to decrease within the next few years. As advertisers alter spending behavior to mirror that of consumer behavior, mobile ad revenue will steadily increase over the next few years.
The Mobile Platform
Given these trends in the mobile market, it has become essential for digital advertisers to tap into the key mobile platforms of search, social media, display, and video.
Popular Ad Platforms Are Going Mobile
Here are some popular digital advertising platforms that have recently turned much of their focus to mobile advertising:
- Google AdWords: Google AdWords runs a native mobile device app that, like other native apps, is completely immune to the marketer’s bane — ad blockers. In early 2016, Google began leveraging DoubleClick in a new wave of native web ads. In addition, Google has added another platform, AdMob, which features revenue-per-click advertising.
- Bing Advertising: According to Bing, mobile searches account for a third of all Bing Network queries. Likewise, nearly half of its ad clicks now come from smartphones.
- Facebook Ads: According to Statista, mobile advertising has accounted for more than 90 percent of Facebook’s revenue growth since 2012. Today, mobile generates 74 percent of Facebook’s annual revenues.
- Instagram Ads: Instagram runs a native mobile device app that’s completely unaffected by ad blockers. Plus, the Instagram community has now grown to more than 400 million users, making it a marketer’s prospective paradise.