Dive Brief:
- Zenith’s Mobile Advertising Forecast predicts that 75% of internet use will be mobile next year.
- Mobile internet use has ramped up from 40% in 2012 to 68% this year, and Zenith sees it reaching 79% in 2018.
- The top four countries for mobile internet include Spain, Hong Kong, China and the U.S.
Dive Insight:
The clear takeaway for marketers is it has become a mobile first world. At the most basic level this means websites should be mobile-friendly and email content should be optimized for mobile. It also means marketing strategy and programs should be geared for mobile devices with tactics that include geotargeting and personalized messaging.
Zenith also sees mobile advertising hitting 60% by 2018. It forecasts mobile advertising totaling $134 billion the same year, more than the expenditure on newspaper, magazine, cinema and outdoor advertising combined.
The findings reflect the need for all brands to be mobile-first in their digital communication strategy, with all assets like brand websites and video ads built to deliver the best and most effective experiences on mobile devices.
The growth in mobile adoption also means advertisers should be thinking in terms of consumer mobility, not just mobile devices. As consumers shift their use of devices throughout the day from tablet to desktop to smartphones, brand experiences need to be integrated across screens and devices.
Increasingly, marketers also need to take into account other smart devices such as wearables and connected devices in the home.
