The new figures released by eMarketer reflect the developing mobile era with estimations that mobile advertising spend will be twofold of desktop spend by 2017 and by 2019. Mobile will have 72% of share in the total digital ad spend. Ideally, this should not surprise you as mobile is on the top in the list of where consumers spend their majority of time. As per the research done by comScore, 60% of time online is spent on mobile, the majority of activities happen within apps.
The transforming behavior of the audience is dictating a retargeting of search strategy. At the start of this year, it was predicted that 2015 is going to be “the year of the consumer” and as we can see, the modern consumer’s demands are changing the whole market structure.
Google’s Prominence On Mobile Friendliness
Mobile search rankings are about to become a bit friendlier. On 21st April, Google will be extending its ranking signals to account for mobile friendliness. While, there has been no sign of responsive design being measured over mobile-specific sites, it’s evident that marketers have to make hurry to have a mobile friendly site. Consider the pros and cons of your mobile friendliness approach and work accordingly, as Google comments this change will have ‘prominent effect’ on search results.
The App Outburst
Talking about apps, this new innovation is just a one part of the game. To actually make benefit out of it, you must have the right tools in place to track and measure beyond the installation. This way you can grow customer lifetime value in the mobile world.
Today’s mobile consumer demands convenience, speed and specialty apps, which will fulfill their particular needs. Yahoo is also attempting to capitalize on app activity by serving its own SDK to incorporate Yahoo Search within apps.
Bing’s Moves Towards Mobile
Early in March 23, Bing ads released an upgrade to Unified Device Targeting. Similar to Google’s shift to Enhanced Campaigns, through Bing update the campaigns will be targeted on all the devices by default. With this update we got to know it first time that it is essential to be active in monitoring and optimizing your bid according to changing trends.
The Native Play
The mobile layout, with its endless scroll, is extremely conductive for a seamless incorporation of in-stream advertising. Not just does native represent a contextually engaging and friendly experience but it also looks to go with register possibilities in an otherwise restricted mobile search-scape.