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While desktop's share of advertising dollars is expected to slowly decline through 2019, mobile's share will grow robustly. eMarketer expects mobile advertising to grow by 59% in 2015, a higher rate than forecast in March, when eMarketer last released figures for US ad spending. Meanwhile, long-term growth through 2019 has been revised downward slightly.
"Brands and marketers continue to see increased value in mobile advertising to reach consumers," said eMarketer analyst Martín Utreras. "Some of the shift is happening organically from digital ad spending dollars, but also we see additional dollars moving from traditional media and new money coming from local advertising and small businesses."
The shift to mobile ad spending is being driven mainly by consumer demand. eMarketer estimates that US adults are spending 2 hours and 51 minutes a day on nonvoice activities on mobile devices. More than half of that, or 1 hour and 31 minutes, is spent on mobile phones.
When examining the formats within mobile, eMarketer has revised all of its 2015 figures upward. Display advertising will continue to account for the largest share of the mobile ad market, capturing 51.1%, or $15.55 billion. Within display, banners, rich media, and sponsorships will account for $12.77 billion, and video $2.78 billion, with both figures revised higher than originally forecast. Search ads account for the second-largest share, 44.7% or $13.62 billion.
Estimates for text messaging, classifieds, email and lead generation figures have been revised upward in 2015, but lowered slightly through 2019. SMS messaging will account for 0.9% of mobile ad spending, while other spending—mostly on classifieds and emails—will account for 3.4%.
Also noteworthy is that in 2015, eMarketer expects mobile to surpass print advertising's share of the total ad market, sooner than originally forecast. Print's share has been revised downward, to 15.8% of the total ad market. Meanwhile, eMarketer's estimates for mobile have been adjusted upward, to 16.6%.
"Consumers' increasing on-demand consumption of media through mobile—coupled with improvements in targeting, attribution and ROI for mobile advertising—will continue to take away ad dollars from magazines and newspapers," said Utreras.
A recent study, performed by Verve Wireless, surveyed consumers regarding their use of mobile devices (smartphones and tablets) during the automotive research and purchase process. The numbers may come as a surprise to some – especially those of you who still haven’t integrated a mobile strategy into your overall auto marketing plan. Check out some of the biggest take-aways:
So what do these findings mean? Not only are consumers beginning the car buying process using their various mobile devices, but they’re receptive to automotive advertising, promotions and special offers – this is particularly beneficial to car dealers who focus on local marketing. To get your auto marketing message in front of this active audience, car dealers should check their automotive digital marketing fundamentals...
Start by making sure your dealership website is set up to look and function in a manner that makes it a joy to use for both mobile and tablet users. Your dealership website should be search optimized (SEO) for the best possible indexing and rank on Search Engine Results Pages (SERP) when a search engine query contains keywords that automotive consumers use when performing a local search for your makes, models, used cars, parts, accessories and services.
Before reallocating digital marketing budget to mobile advertising, car dealers should review and find opportunities to improve their search engine advertising campaigns. This allows a car dealer to get their sponsored links and website page descriptions in front of local car buyers using mobile devices by fulfilling a need, based on a consumer's query, rather than trying to interrupt what they are looking at or listening to. Using Google Adwords for local search, you can provide special offers and coupons... While creating specific advertising for mobile devices that Google puts on your customer's cell phone or tablet screen. Similarly, you can do the same through social media advertising and communication (Twitter, Facebook, Pinterest, Instagram, etc.).
The possibilities are many. Regardless of which options you choose (I recommend all of them), it’s important to create a consistent message, delivered to automotive consumers multiple times on an ongoing basis using integrated marketing campaigns that target local car buyers across all channels.