Displays, videos, promotions, Facebook, email, etc. these are the platforms that mobile users prefer. The 42 billion dollars that companies are willing to invest until 2018 in m-commerce shows that companies are well aware of its potential, this figure will suppose a growth of 43% in promotions using smart phones and tablets.
Business Intelligence Insider that claims that display advertising and mobile advertising will be the advertising formats that will grow the most corroborates this. They estimate that there will be a 96% growth in display advertising and 73% growth in video advertising. On the other hand, in 2018, mobile adverts purchased through programming tools will represent 43% of all mobile advertising, as opposed to just 6% in 2013. It is also clear that not only do in app adverts work better than those on the Website’s mobile version, they also generate a higher click ratio.
And Spain is not left behind in these figures. The 6th Study of Annual Mobile Marketing, made by IAB Spain, and echoed byZenith Media, shows some interesting relevant data, for example: 9 out of 10 Internet users have a smart phone; 85% of them spend an average of 2 hours and 32 minutes a day using their mobile device to connect to the Internet; 83% use their mobile device to access their emails at least once a week, and, most of them request personalized electronic emails according to their preferences.
Most users, when is comes to advertising, are happy to receive discounts and information: half of all users are satisfied with the advertising they receive and click on it. It is also important to take into account that nine out of ten people will use their phone while watching television. And another interesting fact: nine out of ten users have used their mobile when deciding to make a purchase.
Facebook is a worldwide example. According to eMarketer, during 2015 nearly 1 billion users will access Facebook through their smartphone at least once a month, that’s more than 70% of users. It is expected that by 2018 that figure will have grown to nearly 1.3 billion users. During this last year the mobile phone was behind Facebook’s hike in advertising. So, while in 2013, 45% of the worldwide income from advertising on this platform came from mobile adverts (6.9 billion dollars) it is estimated that the figure will reach 73% during 2015 (10.9 billion dollars). eMarketer’s head analyst, Debra Aho claims: “Facebook has been key in the advertisers’ transition to mobile advertising. Thanks to the experience these advertisers have gained on Facebook they have not had to reinvent themselves when placing their own mobile advertising. And as the trend to access Facebook from ones mobile is on the increase, the mobile channel is perfectly positioned to increase its advertising income” she explains.
At Innwise we are Digital Marketing specialists, we remain alert to changes in the market in any format, so we can always offer the best service to our hotelier clients.