Mobile is fastest growing segment of social advertising

 

Facebook mobile use will drive social ad revenues

Mobile social ad revenues will grow at a faster pace than desktop social ad revenues to reach $1.47 billion by 2016, according to a new report from BIA/Kelsey.

The fall update to BIA/Kelsey’s U.S. Local Media Forecast reveals that, although mobile social advertising is expected to grow quickly, it will still struggle to capture full revenue share because of several limitations. This is the first time BIA/Kelsey has broken out mobile numbers within its social advertising forecast.

“Right now, mobile social ad revenue is a fraction of desktop spend and it remains a fraction of desktop spend for the life of this forecast,” said Jed Williams, program director for social local media at BIA/Kelsey, Chantilly, VA. “But if you look at the overall growth of mobile social advertising, it has the most explosive or volatile growth of all of the various components of social advertising.

“If you think about where consumers are from a platform perspective, they are on mobile increasingly,” he said. “And, if you think about what they are doing on mobile, increasingly a large share of that is social networking.

“So if you tie those together, wherever you fit in the business marketplace, you have to think about the nexus of those two ideas. You have to reach consumers on mobile devices and you have to reach them in effective ways where they are utilizing those mobile devices.”

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College Kids Use Mobile During Thanksgiving

Mobile is also effecting college kids.

Did you know that two in five students – 38 percent – say they will do holiday shopping on Thanksgiving?

Moreover, 22 percent of students are more likely to decline a Thanksgiving meal invitation if they know they would not be able to use their mobile devices while there.

The Digitas study also revealed that 76 percent of those who shop by mobile device and computer say that it is easier to shop via computer.

Only eight percent of consumers surveyed said their shopping experience was easier via mobile and 16 percent said there is no difference between the two.  The reason?  Mobile businesses do not have their website mobile friendly....is yours? 

The big news for retailers is that the battle for shoppers is definitely getting beyond just getting them in the store or onto the ecommerce site.  It’s also about getting on people’s smartphones and tablets.

Mobile makes life shoppable – so retailers and brands need to focus on being a part of those moments when people are shopping on their mobile devices.  Honestly, the most surprising finding was that there were actually people who would decline an invitation to Thanksgiving if they couldn’t use their smartphones.

I thought that if there is one institution that could withstand our increasing need to always be connected, it would be Thanksgiving. But it just indicates how much mobile is changing behaviors, attitudes and culture.

According to many, mobile is going to play a very substantial role in the holiday shopping this season.

It’s going to play three key roles.  As a way for people to research and compare features and prices, as a way for people to transact and as a way for brands and retailers to proactively reach out with offers and information.

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