Following the recent publishing by the Internet Advertising Bureau (IAB) of the 2016 PWC Digital Adspend Study, the significance of mobile in today's digital landscape is visibly growing. Over 10 years of the IAB conducting these studies, the digital adspend has never been so high with a total spend of £10.304 Bn and an increase from the full year's total adspend of 26% or £3.77 Bn.
The greatest contribution to this increase in spend comes from mobile display, which is valued at £3.834 Bn in total. These figures on their own are highlighting the growth of mobile in digital, but the various new trends in mobile technology are opening up a whole new group of potential consumers, that could be advertised to in many different ways.
When speaking about the current, and potential influence of mobile in the digital space, it is crucial to make note of the fact that how viewers consume content on mobile has changed extensively in the past year. 2016 was truly the year of augmented reality in the way that popular mobile app Pokémon Go dominated the mobile screens of the youth. We can assume that many more will also try to make use of augmented reality and its' capability for interactive advertising within AR apps, utilising the AR platform to create exciting and creative content which will engage AR users. 360-degree video has also been used very effectively, creating immersive content to advertise the movie 'Fifty Shades Darker' on Snapchat, using new technology on a popular platform for effective advertising. As immersive as 360-degree video is, it doesn't rival virtual reality's immersive capabilty; VR will probably be a less common feature of mobile advertising due to its hardware requirements. However the possibilities of what can be acheived through these viewing platforms are vast, and it is safe to say that in the coming years, a higher percentage of content will be consumed on mobile- thanks to these different viewing platforms.
Voice recognition and voice integration is almost a standard option on many devices; mobile is now almost synonymous with voice technology. Following the recent influx of devices such as Google home and Amazon's Echo devices integrated with the Alexa assistant, we are definitely beginnning to understand that mobile will have a huge impact on digital adspend, with companies such as Burger King taking advantage of the voice capability of the Google Home assistant to promote their 'Whopper' burger in their recent US ad. This may have had mixed results for Google, but for Burger King, this was an appropriate vehicle to generate publicity around the product. Could we expect more of this type of connected advertising? It is very likely.
While mobile contributes more to the digital adspend, it must be acknowledged that other screens also have a great share of the pie. To use this to mobile's advantage, there has been a push in the direction of screen-syncing or screen-sharing between mobille and other interfaces. The value in this lies in the fact that as we complete other tasks or spend time doing other things with other screens, such as television or computer screens, we are also simultaneously viewing our mobile screens. A great example of this lies in a previous campaign The Somo Team were a part of involving Shazam and TV Guide. The power of mobile in television advertising was demonstrated in this campaign because of how seamless and non-intrusive the process of advertising was to the consumer. Screen-syncing allowed for the experience to be more effective than single device advertising because of the way that people use more than one device in the living-room area. Mobile advertisers can capitalise on the impact that their campaigns have by following Somo's example. It would be assumed that in 2017 advertisers will include more of a dual-screen advertising approach to effectively engage with consumers on their different devices, using the Internet of Things (IoT) to their advatage. Read more about our campaign in our blog post, here.
The Internet of Things (IoT)
IoT plays into what was discussed before, in the sense that because of the way our technology advances, a connected lifestyle seems to be the what are moving toward as the norm. Interconnectivity of not only technological but even wearable devices, kitchen appliances and even cars, means that the role of mobile phones in our technological environment has changed. Mobile has the ability to be the epicentres of our connected worlds; as a pivot at which all connected devices are either controlled or monitored, mobile has the opportunity to capitalise on IoT development within technology. It would be foolhardy to disregard TV as an advertising channel, but the advantage that IoT presents is keeping in touch with your customer after they have used your product; the channel most likely to be used in order to do this would be mobile, due to the increase of IoT enabled and connected 'smart' products being released. IoT offers a new level of post-purchase engagement with the product that advertisers can take full advantage of, to track, and later improve campaign impact.
The power of mobile lies in its' ease-of-acces for consumer, due to its centrality to daily life for a vast majority of human beings in the UK. Technology changes rapidly, and will continue to do so, what is crucial is to understand one's brand message and true product intention. If the power of such an accesible channel as mobile can be used effectively, the stake which it has of the annual digital adspend can only grow.
As our Director of Commercial Partnerships, Naomi Hands states as a member of Mobile Steering Group, "Build your mobile strategy around business and customer goals that you want to acheive, not around channels or technology specifically. This will give you clarity around success that is flexible enough to change as the landscape changes.".