Zenith’s new Mobile Advertising Forecasts report contains some starling figures on global internet usage, as well as a valuable insight into what this means for advertisers.
According to the report, mobile devices will account for 75 per cent of internet usage around the world next year, and is predicted to reach 79 per cent by 2018.
So, what does this mean for advertisers?
“As we stated in our Advertising Expenditure Forecasts of September 2016, mobile advertising will overtake desktop advertising in 2017, increasing its share of global internet advertising to 52 per cent from 44 per cent this year,” Zenith said.
“In 2018 we expect mobile advertising to account for 60 per cent of all internet advertising. That year, mobile advertising expenditure will total US$134 billion, which is more than will be spent on newspaper, magazine, cinema and outdoor advertising put together.”
The ROI agency advised that all brands need to become mobile-first in their digital communication.
“All assets – from brand websites to video ads – should be built to deliver the best and most effective experiences on mobile devices,” the company said.
“Advertisers also need to think about consumer mobility, not just mobile devices. During the day, consumers shift their attention from tablet to desktop to smartphone, sometimes while watching TV, so advertisers need to build brand experiences that are coherent across screens and devices.
“Zenith also recommends that advertisers consider the full mobile ecosystem, including smartwatches, activity trackers and other smart devices, when planning their communications. Consumers tend to use the more specialist devices on very specific occasions, giving advertisers the opportunity to target these moments of their life with precision.”