Today AOL is introducing a new mobile ad-tech platform. It’s called One. This will be AOL’s attempt to take a piece of market share away from both Google and Facebook – the dominant players in the category today.
According to eMarketer, more than $101 billion will be spent on mobile advertising served in 2016 to phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.
Advertisers are waking up to the fact that people are now essentially living on their mobile phones. That’s where they’re getting news, playing games, connecting with friends, finding movies and restaurants, watching movies, checking the weather and discovering new apps almost daily. In addition to texting day in and day out, and yes, even occasionally making a call.
Here’s one micro example. A friend ran an ad on Facebook for her small business – just for a few days. Take a look at the response from desktop vs. mobile.
The Harvard Business Review advises brands to think about new apps, not mobile ads because people will value them for their ‘functionality’. That’s fine – if you happen to hit the jackpot with an idea that’s related to your product line. If not, it’s just one more app in the store.
The reality for brands is that the small screen is now king. It’s the first place most people will see your website, and your product. It’s where they expect to find ways to solve problems – meaning customer service. It’s also where you’ll need to reach them. Because to paraphrase David Byrne, it’s the same as it ever was – you have to market to people where they are right now.