A few years ago, not many of us could have predicted what today’s smartphones would be capable of. The average smartphone is more powerful than some desktop computers and we, as consumers are spending more and more time on them.
From shopping to communication, banking to keeping up with current affairs, smartphones have taken on the task of providing most day-to-day services that we could possibly hope for. But how is increased mobile usage impacting advertising?
As we are living in a mobile-powered world, advertisers and marketers have had to move quickly to adapt to this new way of working. Strategies must be optimized and tailored for mobile devices and must also synchronize with the way that people browse. Ensuring that sites are designed for mobile screens, that adverts display properly and are quicker at grabbing attention are all things that need to be considered.
Furthermore, as mobile users tend to browse faster, making sure the message is conveyed succinctly in an eye-catching way is important. Technological solutions such as Geoedge enable advertisers to ensure only high-quality adverts are available to consumers are very helpful in achieving this. Remember, you have less than a second to get someone’s attention, making sure the product is placed properly and carefully is of the utmost importance.
The rise of the smartphone
There are currently more than three billion smartphone users, a number that is projected to grow by at least several hundred million in the coming years. The US, China, and India have by far the most users, mainly due to their large populations.
While the first real smartphone was debuted in 1995, it wasn’t until the ’00s that it became widely used and included internet browsing and communication features. The Apple iPhone was perhaps the most iconic smartphone and it was released in 2007. This signaled the start of the real smartphone craze that we see today. The HTC Dream, a smartphone running on Android, was released the next year, and since then the two have battled against each other to reign supreme.
What about the future?
The future looks even more exciting for mobile advertising. The introduction of Virtual Reality and Augmented Reality means that we could soon be watching adverts in a truly immersive experience. These ads could whisk you off to an incredible virtual environment, or allow you to pick and choose products to buy in a reality similar to PokemonGO.
Another emerging technology is blockchain advertising platforms. With an aim to increase transparency and accountability in the advertising market, each ‘view’ of an advert will be recorded on the blockchain in a totally immutable way. This way, advertisers can understand who has seen their advert and be assured that the information is accurate.
Similarly, cryptocurrency can be used to pay for adverts on a per-view basis as it’s much easier to fragment a crypto coin such as Bitcoin than a dollar or euro. This along with smart contracts that execute a set of pre-determined actions can also be used to better automate the advertising/platform relationship.
Mobile phones have transformed the advertising industry and with the number of hours spent on a phone increasing all the time, this sector will continue to evolve. Marketers need to keep one step ahead and ensure all their products are geared towards mobile advertising, to ensure they stay relevant.