Mobile advertising 2016: 12 months of game changing developments ahead

Mobileholdingphone1. 2016 is set to become a landmark year for establishing mobile viewability as an industry metric

Mobile campaign success metrics will evolve and become infinitely more transparent. This is great news for advertisers. The Media Rating Council (MRC) will publish its final recommendations on Mobile Viewable Impression Measurement in Q1 2016, which will have a huge effect on the whole industry, forcing all players to dramatically rethink how mobile campaign results are tracked and reported. Transparency in the mobile ecosystem is imperative and the industry will bring more means of accountability that customers will be demanding.

2. Impressions and clicks will become obsolete for mobile campaign evaluations

Advertisers will move toward post-click metrics (including post-installs and visits) as a measure for success. With growing awareness that mobile viewability is lacking and mobile clicks are not true measurements of returns on investments. Advertisers will demand to see genuine user engagements with owned and earned media, beyond merely impressions and clicks. Partners who are able to measure all post click actions will be a must-have for brands.

3. Brands will rely on media partners to craft their mobile creatives, making the most of native device functionalities and better integrate cross channel strategies

Brands are aware that mobile devices require a dedicated marketing strategy, but advertisers are still communicating in traditional ways using banner display ads. In 2016, advertisers will take advantage of mobile-specific capabilities such as like swipe functionality, the accelerometer and vibration. Brands will want to deliver a flawless mobile user experience and tell their stories in truly tactile and immersive ways. Furthermore, the arrival of iPhone 7 and the increasing adoption rate of wearables such as smartwatches will further stress the need for seamless cross channel integration.

4. The industry will seek out specialists

In the last couple of years, the trend has been to consolidate all areas of online marketing expertise across different channels (including social, mobile, desktop and display advertising), resulting in brands using one or two major partners for a one-size-fits-all approach. However, as brands look to maximize their impact in each of these channels, there will be a shift towards using dedicated specialists to better optimise each channel.

5. App consolidation

Customers will continue to spend more time in mobile apps versus their mobile browsers and marketers will also shift their attentions accordingly. They will also spend longer periods on their favourite apps rather than switching quickly between a plethora of downloads. Brands will need to follow their users as they switch between applications and their browser, and marketers attentions will shift towards apps over browsers due to ad blocking technologies.

6. Time spent on mobile will surpass that spent on all other digital screens and the impact on commerce will be significant

2016 will see mobile overtake all other singluar forms on media consumption, according to eMarketer. With 51.5% of our media consumption taking place via digital this coming year, mobile is set to take the lion’s share of attention with 28.6% of our time spent on mobile devices.

Whether using mobile devices at home or on the go, there will be a sizeable impact on commerce. xAd research on the mobile path to purchase revealed that 42% of consumers researching goods via mobile are likely to buy within the hour and one in five are looking for a specific address suggesting conversion will take place in store.

Brands will be able to further understand their customers’ purchasing decisions based on location, and real time insights used correctly will allow marketers to better allocate budgets with a much higher degree of precision.

Frederic Joseph is COO of mobile adtech business S4M