Advertising has drastically evolved over the past decade, as consumer habits have warranted a shorter path to purchase. Today’s consumer is constantly connected to digital — specifically mobile — as smartphones have essentially become extensions of ourselves.

Last year, consumer time spent on desktop fell to 2 hours and 12 minutes daily, while time spent on mobile daily was higher, at 2 hours and 51 minutes (about 3 hours per day). This poses a huge opportunity for brands to cater their campaigns to user behavior, preferences, and expectations. In a tactical buyer journey, all paths leads to digital, with mobile as the end result, and most personal touch.

Many advertisers still allocate a hefty portion of their spend to TV, print, and radio – but the fact is that on each of these channels, the call-to-action is always something along the lines of, “Visit our website,” “Text to enter,” or “Download the app.” Digital is the goal; it’s where everyone hangs out. The path to purchase ends in consumers’ hands (literally), so aim for a more direct route to conversion, which is undoubtedly mobile.

If brands want to effectively reach consumers, they need to allocate budget into mobile advertising campaigns so that they don’t miss out on the numerous in-app micro-moments happening daily.

Innovative marketers have already caught onto this trend. By 2019, mobile will account for 72% of digital ad spend. It’s an inevitable campaign shift that marketers can no longer ignore. In fact, mobile ad spending will rise to $65.87 billion by 2019.

When it comes to customer acquisition, the goal is to allow for an enjoyable user experience that keeps users in-app and effectively nurtures them through their buyer journey. Serving up relevant ads and offers during times that feel natural, and even during positive in-app moments, is your road to lifetime customers.

Mobile devices tell marketers where consumers are located in real-time — what they’re doing, feeling, and wanting. If you create a brand-user experience that makes sense with where the consumer is at in that moment, you’re more likely to gain new customers and grow brand loyalty.