Did you know that over 5 billion people worldwide use mobile devices? This is about two-thirds of the global population! According to statistics, around 3 billion of those are smartphone users. Now, think about online users’ browsing behavior. Browsing behavior leaves lots of capacity for advertisers to fill up the available ad space to target those users and for publishers to offer customized ad placements. This means there’s a great opportunity for advertisers to spend their marketing money wisely and with great returns.
We shouldn’t forget that the marketing scene changes very fast and very often. Marketing techniques that worked 5 years ago are no longer relevant and will be fully lost in the next decade. The most successful advertisers are the ones who quickly adapt and adopt new technologies and trends, positioning them ahead of their competition.
Let us now have a quick look into the current mobile advertising trends for a comprehensive insight into strategies that might be a game changer to the promotion of your own brand.
1. Growth of Machine Learning and Artificial Intelligence (AI)
The AI market is growing fast, and experts say will exceed $100 billion by 2025. So, what does AI do for mobile advertising and why should you be interested?
Process large amounts of data
Advertising constantly faces issues of processing large amounts of user data to make sure their campaigns are relevant and well-targeted. This is where AI can really help. Using AI solutions simplifies the process of analyzing data and predicts what category of users is the most suitable for your marketing goals. It saves your advertising budget as well as improves the ad performance.
Ad blockers are a known enemy of online advertising. People enable them on their devices to block out irrelevant and irritating advertisements online, an activity that will no longer be needed as AI begins to improve the overall ad experience through tailoring.
Every user’s browsing behavior is recorded by trackers that are producing data which is then crunched by AI to serve better advertisements. Algorithms combine long and short-term interests of users in real-time to better match not just content but also the format of ads to the tastes of the user.
Sounds cool, right? However, matching advertisements to a user’s taste is just the beginning of tailoring. As this trend grows, there are companies that take AI to the next level. There already exist algorithms that can generate text and images for the targeted ad, which opens a unique opportunity to you as an advertiser. If you hop on board, you could generate banners specifically tailored to a person’s tastes, which in turn boost conversion rates dramatically.
Improved ad performance
When used correctly, AI has a great potential to improve the advertiser’s content, thus generating great monetization efficiency and better analytics functions. The advanced algorithms make sure that every penny of an advertiser’s budget goes only to users who are most likely to click on the ad and skip spending money on those who don’t. While this new form of automatic media buying and planning will not fully replace the manual process, performance marketing agencies are rapidly adopting AI technology in order to provide better services to their customers.
2. Personalization vs GDPR
In recent years users grew so accustomed to experiencing something that is personalized for them, that any other user experience online seems unthinkable. They create their own points of “prime time” throughout the day, thus giving the advertisers the opportunity as well as a challenge to capture their attention in this peak of engagement. That said, these same users are concerned with the privacy of their data and advertisers need to make sure they allow their users to choose the level of personalization they wish to receive.
Exactly, for this reason, the authorities in the European Union established the General Data Protection Regulation (GDPR) for protecting users from data breaches, identity theft and other forms of cybercrime.
Mobile marketers often have a global audience, and if some of this audience comes from one of the European Union countries, they need to comply with the GDPR. Advertisers need to be completely transparent about how they are going to use the data they are gathering from their users and need to get the users’ consent before they even begin to gather data.
Despite all the controversy GDPR caused in the online ecosystem, users believe that GDPR will not affect personalization dramatically and it will continue being a trend in the years to come.
We live in an era where we text more than we speak, but at the same time, it is not possible to have someone on the phone or sitting at the computer 24/7 to have a conversation with anyone who wishes to have one. Or, at least, it is not cost-efficient.
Customer service professionals found a solution – chatbots!
There’s no hiding from it, customer service is one of the most important aspects of a user’s journey. The better the service, the more loyal are the customers. Usually, what the customer wants is a direct line to the brand that would provide a solution to whatever problem a customer might be facing.
How are then chatbots interesting for mobile advertisers? Glad you asked. Chatbots are no longer just used to address customer issues, advertisers found a way to use them as a direct communication channel promoting events, offers and anything else that needs promoting. As an advertiser, it is totally up to you what functionality you would like your chatbot to have and what customer needs you want to cater to.
Imagine your brand could talk – what would you like it to say? And most importantly, how would you like it to be said? You can develop your chatbot to bring your brand message across in the exact way you want it.
The more we look into the future, the more sophisticated chatbots will become. Watch out for this trend and seize the opportunity to be ahead of the game!
4. Augmented Reality/Virtual Reality
As William Arthur Ward put it – “If you can imagine it, you can achieve it.” It’s no longer just a quote and AR/VR has given us a lot of power to bring our imagination to life.
Did you know that people only remember those ads which were interactive enough to hold their attention? Current ads have a constraint on the number of interaction users can have with an ad, but AR/VR has surpassed all those limits and has provided users with much more interactive ads that go way beyond the traditional ads.
Anything can be put up for a display now – be it your new house or your next vacation. And this is just the beginning. Who knows what ads you will be able to see on VR by 2025! You will probably be able to place your orders right from the ad or have real-time notifications popping up and be able to decide what to do with them. VR might as well become a replacement for facetime, will be integrated with your video calls and have holographic projections as real and interactive as if the person was standing right in front of you.
There’s no denying it – VR/AR is here to stay and evolve. Check it out for your ad campaigns!
5. Internet of Things (IoT)
IoT is a godsend for advertisers who can now come up with strategies to target connected devices to give their consumers a seamless experience. IoT gives advertisers a chance to build their brand, express their opinions at the right time and at the right place.
IoT can be used for a huge variety of things like real-time interaction, gathering insights about customers journey, their buying behavior and much more. Connected devices can help advertisers gather and analyze plenty of data to predict customers’ experience and buying preferences.
Unlike with the traditional marketing channels, when IoT is used, advertisers don’t have to put that much effort in deciding which device to promote or engage the customer on – whichever device seems the best for a particular ad, the user would see it on that particular device.
There are more trends than these, but these are the most innovative ones and are the ones advertisers are actively looking into. As mentioned above, the marketing scene is changing so fast that it’s not easy to keep up with. However, experience shows that those companies who adopt new technologies and trends early are the ones who succeed. Don’t be afraid to embrace the unknown, get yourself informed and jump on the innovation train to be ahead of the game!
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