Has your brand gone mobile? If not, you are missing out on a massive opportunity. In the past two years, time spent in apps worldwide has more than doubled. People are so addicted to their phones that 23% of students express feeling stressed when separated from their device. Consumers aren’t going mobile — they’ve already gone mobile! This means you need to react quickly or be left behind.
According to Google, more searches happen through mobile than computers across key markets — and that only accounts for a small percentage of mobile use! In Q1 2016, over 90% of app users’ time was spent in apps. And, they are using apps to make purchase decisions. Google has reported that 50% of app users turn to apps to make purchase decisions, 45% used apps to look for product information, and 29% made a purchase (either online or offline) having used an app for research.
The takeaway: not only does your brand have to be mobile, but you have to be in apps in order to reach your customers. The major players have already adjusted their strategies. Facebook recently noted that 82% of its ad revenue is coming from mobile platforms. So how do you catch up? By educating yourself on the new set of standards for success in the mobile world.
Here are some stats to help you with your your mobile strategy:
Success is dependent on format
Not all mobile ads are created equal. There are a number of different ad formats to choose from, but to really see a return on your investment you should focus on formats that yield the highest engagement. Celtra recently conducted a study on mobile display ads by format and found the following results:
- Banners Engagement: 1.1 %
- Interstitial Engagement: 4%
- Expandable Banner: .87%
Ad features help
In order to be seen as relevant, rather than intrusive, you need to incorporate certain features into your ads units. Here are the features that lead to the highest engagement according to the same study:
- Branding and Presentation: 14.2%
- Location Features: 12.4%
- Gaming Features: 10%
Success is not linear
Tapping an ad is not the most likely interaction form for students, according to an IAB study. They were significantly more likely to search for information (13%) and screenshot ads (13%). This means you need to redefine your metrics of success and be patient with your campaigns. Working with a mobile attribution channel can also help you determine what mobile channel partners are performing best.
Use is tied to emotions
When using their smartphones, college students report feeling excited (18%), productive (17%) and curious (13%) as dominant emotions. So, find ways for your brand to tap into these emotions and create a connection with your customers.