Back to Basics for Mobile Ads

By 2019, mobile will make up 72% of total ad spend. What is driving that? Probably a combination of better ad formats and changes in consumer online patterns.

A recent study by Flurry showed that  “the average U.S. consumer is now spending 198 minutes per day inside apps compared to 168 minutes on TV. That app figure, however, doesn’t include time spent inside the mobile web browser, even though that’s technically an app, too. If it was included, the time spent on mobile devices would reach 220 minutes – or 3 hours, 40 minutes – per day.”

Consumer viewing time, Tech Crunch says, has shifted away from cable TV. And that’s where the big ad dollars were, before they began to follow the customer to the phone.

However, there have as yet been no glowing statistics on the success of mobile ads.

Mobile customers are almost constantly giving off signals to help marketers know who they are and what they prefer. Their locations are trackable all day long, which can tell a marketer where they live, work, shop, and even how much money they have to spend.

In addition, many are also sending signals from  wearable devices — how many steps they take, how much sleep they get, or  do not get, what their heart rates are, and whether they participate in any specific activities. It should be possible to find the right target customer on mobile. That’s why it’s so strange that they are still beleaguered by inappropriate ads.

This will change in the coming year. Brands are learning to use their data better. Consumers will no longer be subjected to endless retargeting. Nor will they be bombarded with a slew of ads on every site, because publishers, are cleaning up their sites.

Instead, consumers will be served fewer ads, for products and services in which they are really interested. The creative will be better, and the formats more engaging.

Because we always aim to be part of the solution, rather than part of the problem, we don’t do any consumer tracking at ZINC. Our platform takes customer signals that have been gathered by marketers using their own data. That buy is matched with data from our premium publisher network. It’s first party data on both ends.

In the end, this is the only way to build a sustainable and successful digital advertising business. It’s back to basics for high quality digital ads.

 

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