There’s no denying that the evolution of mobile has been fast and furious. Our society lives on the go, and therefore we continue to grow more and more dependent on our mobile devices. You can say that mobile has snuck up on us – companies of all sizes are scrambling to catch up to market expectations and take advantage of the opportunities.
The speed of smartphone and tablet innovation is driving this evolution, and advertisers are rethinking their campaign strategies to include integrated mobile marketing programs. The ability to run mobile ads, while incorporating location into the mix has allowed brands to better target users. Also, the hardware advancements on these devices (particularly on tablets) have paved the way for beautiful and engaging creative. Advertisers are seeing the potential, and as a result investment into mobile is increasing at a fast pace. Mobile advertising is expected to come in at around $2.5 to $3 billion in the US this year, but some believe the opportunity is more like $20 billion. In a recent mobile marketing survey by Chief Marketer, 57% of respondents said they integrated mobile elements into their marketing last year. However, only 30% said they ran mobile-specific campaigns. These numbers are expected to increase, as mobile adoption rates continue to surge. As of May 2012, mobile accounted for 7.96% of all web traffic in North America.
Having grown up without a cell-phone throughout my childhood, this evolution is particularly interesting to me. It’s fascinating how far mobile devices and mobile ads have come in such a short period of time, and interesting to think about how much further they will go. We are witnessing a shift in mobile consumer culture and it’s exciting to be a part of its evolution!