When was the last time you checked your cellphone? Are you using it now to read this article? If so, you are one of the many majority mobile device users that are constantly increasing within the masses worldwide. You may have been browsing your social media, checking an email, reading an article, or browsing your favorite webpage. The majority of mobile users experience exposure of hundreds of adverts and sponsored content every single day. Thus, we would like to discuss the importance of mobile advertising when it comes to online marketers targeting their message.
Mobile use: a leisure experience for the happy user
It is incredible that mobile is well on its way in overtaking desktop use. We recently shared an infographic illustrating the global ad consumption behavior of device usage. Unsurprisingly, mobile use increases during non-working hours such as evenings and weekends. What is interesting are the state of minds that yield user reception during these free, browsing times. Majority of mobile users in the US are most receptive when content and calm. According to eMarketer, 42% of mobile ad-receptive users are happy while 39% are in a relaxed state of mind. Here lies the advantage of assertive and relaxed users. Thus, it is important to understand your audience’s browsing behavior. For instance, leisure activity yields potential interest and acknowledgement of your targeted message. Users who read articles, check social media, or simply browse the net to shop or get “lost” in the vast web enables a prime time to take advantage.
Social media or social browsing platform?
It is no question that mobile social media use worldwide continuously rise as eMarketer states that in 2018, 29.8% of the world’s population, or nearly 2.3 billion people, are mobile phone social network users. eMarketer predicts an increase of up to 36.5% by 2022, which may be due to more smartphone accessibility and convenience. As of late, there are 2.67 billion smartphone users worldwide. Therefore, targeted campaigns reach over 35% of the world’s population via mobile. Although intended to be for digital, social interaction, sites such as Instagram and Facebook have transformed into becoming majorly used for content and campaign consumption. For example, eMarketer shares that 87% of female Instagram users in the US follow beauty and wellness while nearly 60% of female Facebook users follow humor content. This is significant for online marketers because of the advantageous and wide audience that these platforms offer.
Captivating mobile users with appealing, moving visuals
Among the many mobile device users, videos or moving content are also highly-receptive at the moment. Also a convenience, users can easily get hooked on a video that they come across when scrolling through their web pages or social media apps when browsing on their phones. YouTube is the second most-used smartphone app in the US, where 77.9% users are active on the site, according to eMarketer. Better yet, knowing that worldwide, there are nearly 1.5 billion smartphone video viewers, is key. Therefore, online marketers investing in more mobile video content promotes a stronger reach. We recently discussed how and why video content can help online marketers better connect to their target audience and thus earn more loyal audiences and revenue. Visuals and convenience are sure ways to better reach out to audiences when properly understood.
The key takeaways of understanding the power of mobile advertising and how to navigate your brand and message are as follows: take advantage of users’ free time, approach your user who is likely in a happy, relaxed state of mind, target conveniently through video content, appealing campaigns, and through social networks. Awareness of these points better connects to your audience with your message.
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