I just returned from a “Mobile Advertising Bootcamp” day with Google Partners in London. Being the world leaders in Big Data, I’m always eager to hear any insights that I can pass on to my clients and other advertisers who may not have attended. So what did I learn?
We live in a multi-screen world. That’s not just digital devices. It includes TV, computers, mobile, tablet, desktop, laptops and many other devices we may use to connect to the outside world. In order to connect with our customers, business must engage consumers in their multi device life. How does mobile advertising compare to other platforms?
In 2013, TV was still the forerunner. Mobile usage was creeping up behind. Last year (2015) mobile had increased exponentially and taken over, dominating the time we spend engaged with major media. This article shows figures from the USA, but the trend is similar in the UK and increasing worldwide.
The time we spend on a mobile is spent 85% in Apps. Read More. We don’t use our phones as phones today. They are our own personal assistants. Usage of internet on computers is also decreasing. Tablet usage is highest amongst the older generation aka “silver surfers”
Smartphones are now the UK’s Number One Device
It’s official. We spend more time on our mobiles than any other device. The main reason for this has been the surge in 4G. See Offcom report. We spend at least on average 2 hours 51 minutes a day engaging with mobiles. Source IAB.
How does this relate to Advertising with Google? The Google Display Network (GDN) and its partners provide opportunity to engage with your existing, considering potential customers in app, whilst browsing and on You Tube to name a few.
Where are we spending our time?
One of the many lightbulbs to come from this event was recognising where our customer base is. How do we engage with them? For those of you confident with Facebook campaigns, it may be that you have not considered the value of sponsoring your video onto the YouTube platform. It is currently is the worlds second largest search engine. Four billion videos are viewed on YouTube a day, and six billion hours of video are viewed a month. Think its a waste of time putting an ad there? Think again. For the 85% of mobile device time spent in-app, only 20% or so of that is spent in Facebook. A well rounded digital campaign with multi channel options will give you the best chance at reaching people wherever they are.
Its common to think because your favourite app is Facebook, thats what everyone else does too. Thinking like this and ignoring the data can hinder your advertising strategy. For example most people I know use an iPhone. because of this am I to assume that iPhone has most of the market share in the UK and I should discount Android? In fact iPhone has around 15% of the market share. Android has over 49%. Think about it before committing to those limiting self beliefs I hear quite often, like no one uses an android, or AdWords is just a waste of money. Do your research.
Consider Platform to Platform in Mobile Advertising.
A typical complaint is mobile conversion rate is higher, or not as many conversions happen on a mobile full stop. There are a few reasons for this, the most obvious of which you may not have considered. Our mobiles are our own little pocket helpers and they may be responsible for far more clicks than you realise.
Over 65% of us start our activities on a mobile and then continue on a laptop. 66% of UK Adults use smartphones daily, compared with around 40% 2-3 years ago. Over 90% of 16-24 year olds using one and the largest uptake being the 55+ demographic with over 50% now owning smartphones compared with about 15% three years ago.
77% of mobile users use said mobile for research. 46% of us have purchased on their mobile, but here’s the one we often miss: 40% have researched a product on mobile later bought on a computer and staggeringly 90% of people who research stuff on mobile go on to make a purchase. In fact Mobile devices are shopping assistants for consumers.
The “Showrooming” Phenomenon
This is when you go to view a product physically, in a showroom and then go on to complete the purchase online. Whilst advertising on a mobile you can reach customers at that critical time whilst they are in that all important “research” phase.
IAB reports on the digital AdSpend for 2015. UK spent over £8bn last year on digital advertising. Display is growing exponentially. Don’t take our word for it. look at the statistics here. 65% of people notice ads on their mobile.
Getting Ready for Mobile Advertising.. What can you Do?
One of the first things to do is ensure you have a well optimised mobile site. If you don’t have a mobile optimised site, why are you sending traffic to it?
Also remember most activities begin on mobile but don’t end there. 82% went on to purchase in store, 45% purchased online desktop / tablet, only 17% purchased directly on mobile phone. This means mobile has gone on to help with many purchases that ended up elsewhere. 40% of us went to a competitor if we landed on a site that was no good on a mobile. An Adwords Mobile specialist like ourselves will be able to show you how your mobile assisted in those valuable conversions by using cross platform reporting.
Mobile Site Speed
If your are considering mobile advertising, how can you get ready? Mobile speed is important. On average one second improvement in mobile site working can improve conversations by 27% Try testing your speed with this handy tool from Google. Speed can depend on a variety of factors though, such as your hosting company.
Some other things you can do is ensure your mobile site has click to call buttons for complex interactions. Do you have a complex form or extensive research on your desktop site that could be handled by a call if someone was in that critical research stage on mobile?
Make it easy to continue on another device perhaps by allowing users to log in to your site with Facebook or Gmail. People move between devices during the day.
The best advice of the day was simply this. “Be there, Be relevant, Be optimised.” 40% turn to competitors after bad mobile experience so ensure you do everything to make your customers as comfortable as possible when they are with you on a mobile. If you aren’t mobile advertising, it’s time to consider it.
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