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DMA Digital Diary: Are we looking at mobile seriously?

Mobile is the buzzword all around. Mobile programmatic spend has grown 140 per cent in the third quarter of 2014. According to eMarketer, last year global mobile ad spending increased 105 per cent to total USD 17.96 billion. In 2014, mobile is on pace to rise another 75.1 per cent to USD 31 billion, accounting for nearly one-quarter of total digital ad spend worldwide. Mobile programmatic spending is projected to surpass desktop programmatic advertising spend next year according to the growth recorded and projections by eMarketer.

But in a recent survey by CMO Council only nine per cent of the marketers see their campaigns as effective. There are 22 per cent of marketers who even call mobile a ‘shiny toy’ and nothing more.

There is definitely a gap between the mobile platform growing and the spends increasing and marketers still feeling reluctant to adopt it.

But what is it that is holding the marketers back in taking part in the mobile revolution? Is it the lack of ways to measure ROI on the ads or is it that they have not yet found the best way to engage with consumers on this platform?

What is driving the growth of mobile is the consumer, who is increasingly using the device to engage and connect with brands. This is making marketers also drive up the importance of mobile in their campaigns.

Comparing mobile advertising to television which has taken over print advertising, we see that mobile and television both had ways to engage with consumers. While television’s engagement was with many people at once, mobile is a one-to-one engagement platform for brands.

The smartphones’ screens are also adapted better than television was at the time when it started as a medium for advertising.
Then why is it that marketers are looking at television for advertising as so important while not looking at mobile?

Mobile marketing is much more than making the websites mobile friendly, having apps and placing banner ads on apps, Liz Miller, SVP of Marketing of CMO Council had explained. Brands should be able to engage with customers more on mobile and sync with them on the mobile platform.

As Asia has become a mobile-first market this year, brands and marketers need to connect the dots to the medium to be able to leverage the platform and be where the consumer actually is present now – which is not on desktops, print or TV, but mobiles.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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