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Why Mobile Will Dominate the Future of Media and Advertising: Part 2

This is the second part of a two part feature ‘Why Mobile will dominate the future of Media and Advertising’, read part 1 here. 

Article sourced from www.theatlantic.com

Cultural Influence on society. More than 2/3 of our time on mobile phones is now used for non-communication activities with the average American spending 94 minutes per day utilising mobile apps vs. 72 minutes of web-based consumption. Mobile is poised to surpass television as the dominant consumer access point for all media. How we experience life, relationships, entertainment, education, exercise and work have been completely transformed because of mobile.

It’s Still Only the First Inning. Despite mobile’s progress and momentum, we’re still only at the beginning of the golden age of mobile. There’s still a huge gap between the rapid adoption of mobile and the budgets assigned to it. Brands will need to more than quadruple their mobile budgets to begin catching up to the level at which consumers are embracing the channel.

Imagine a world in the next 2-3 years, where smart phones are in the hands of every consumer and tablet sales will exceed PCs. It will be a world where global internet users will double, led by mobile usage. At that time, mobile will no longer be a support medium, it will be THE medium.

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Why Mobile Will Dominate the Future of Media and Advertising: Part 1

‘Why Mobile will dominate the future of Media and Advertising’  is a two part feature that will be published throughout the week, so keep a look out for Part 2 which will be published later on in the week. 

Article sourced from www.theatlantic.com

While the ad-spend numbers don’t quite match the perceived growth, a closer look shows us that we are actually beginning to enter the golden age of mobile and that the advertising spending will follow. To fully understand this trend, let’s examine the features that characterize the rise of mobile today:

The diversity of tactics in the mobile medium is astounding. Advertisers now have an extremely robust palette of mobile tools to choose from to connect their messages and experiences with their desired audiences thanks to advancements in mobile ad units, mobile search, mobile apps, mobile websites and SMS. Each of these mobile tactics is now being successfully embraced by advertisers to drive brand awareness, consideration, purchases and loyalty.

Innovation has accelerated. Recently, each innovative mobile product or service seems to beget the next one as the boundaries of the mobile medium continue to be stretched. In the past year, mobile has seen breakthroughs as mobile designers look to leverage location information, gestures, and UI advancements to reduce complexity and provide for more compelling services. In the near future, we’ll also start to see more designers attempt to add voice control and personalisation to improve users’ experience on mobile.