Mobile Social Advertising
Both social and mobile marketing have continued to grow at a rapid pace in the recent years. TV and newspaper ads are fast becoming a thing of the past, while mobile and social are the global trending buzzwords. Combine the two, and you get a glimpse into the marketing landscape of the future. Today, the biggest social media platforms are being used to launch massive mobile advertising campaigns targeted towards smartphone users, and the figures are beyond impressive!
In 2016, mobile social advertising companies in the US spent a whopping $72.09 billion on digital ads, overtaking the spending on TV adverts for the first time. In the US alone, this spending is expected to exceed $82 billion in 2017 and $113 billion by 2020. The figures are massive, and they indicate that smartphones and social media will remain a key part of marketing campaigns for the foreseeable future.
Mobile and social activity will continue its upward trend, growing at a rate of more than 10%. Currently, mobile ad spending is approximately $33 billion. As more and more social media platforms are integrated with smartphone compatibility, there is expected to be a meteoric rise in spending, reaching $72 billion by 2020.
Best platforms for mobile social advertising
Facebook is a central player in digital marketing, attracting the largest amount of digital ad spending. Facebook’s platform was responsible for 35.4% of the total display advertising expenditure in the US in 2016, while the total Facebook social ad spending in the third quarter of 2016 alone exceeded $6.8 billion. Whereas, Twitter generated $545 million in digital marketing revenue in 2016, followed by Snapchat, which brought in $367 million.
According to 95% of social media advertisers, Facebook promises the highest ROI in terms of social media advertising. Twitter and Instagram take the second and third spots.
From these statistics, it is clear that the most effective platforms to launch an integrated mobile social advertising campaign are Facebook, Twitter, Snapchat and Instagram.
Why should you hire a mobile social advertising company for your app?
Mobile social has quickly become the biggest ad format in the world. Mobile social advertising companies are consistently increasing their ad spending to take advantage of the huge potential revenues that can be earned through this platform.
Here are the biggest reasons to invest in mobile social advertising:
Almost everybody is on social media these days. GlobalWebIndex reports that users spend almost 28% of their time online on social. Over 70% of the total social media activity is mobile, increasing by 55% in 2016.
Social media giants like Facebook, Instagram and Twitter have billions of daily mobile users from all over the globe. Facebook leads the polls with 1.15 billion mobile daily active users and 1.74 billion mobile monthly active users. Instagram has 700 million monthly active users, while Twitter has 328 million monthly active users. Snapchat is quickly catching up, with 166 million daily active users and 301 million monthly active users.
Simply put, the mobile social market is huge! Mobile social advertising companies can gain vast returns as long as the campaigning is done the right way.
Opportunities for engagement
Mobile social users are highly engaged. Looking at the amount of shares, Pinterest is at the lead with 75% of pins occurring via mobile. Twitter is next, with mobile users responsible for 71% of the tweets. Facebook has a lower mobile sharing rate at 50%. According to statistics, mobile users are twice more active on social media than desktop users.
With such active users, mobile social is a highly promising platform on which to leverage your digital ad campaigns.
A tailored market for advertising
Mobile social engagement is very high when it comes to sponsored content, whether it is images, tweets, pins or snaps. This is one of the reasons why you need a mobile social advertising company by your side. The average click-through rate (CTR) of mobile social ads is 1.37%, which is high compared to that of traditional mobile ads (0.35%). Mobile social ad data shows that the CTR of Facebook mobile ads is 187% higher than that of desktop newsfeed ads, while the cost-per-click is 22% lower. One-third of the total Pinterest traffic (80% of which are mobile users) clicks on sponsored posts on a weekly basis, while promoted posts have a CTR between 1 and 3%.
It helps to consider that, of the total Facebook ad revenue, 73% comes from mobile, and on Twitter, it’s a whopping 89%! Given the statistics, it is no surprise that mobile social advertising activity is on a consistent rise. In short, it is a huge potential market for companies to tap into.
Guide to a successful mobile social advertising strategy
Here are some insider tips for a winner mobile social advertising campaign:
Make it personal
Mobile phones are far more personal than desktop computers. They’re always close by and in almost constant use. Mobile advertising should not be overtly promotional. Use a balance of informative and compelling to make sure the ad delivers a seamless user experience.
Get your metrics right
Make sure you have a proper system for tracking your mobile social advertising company performance. Simply taking a large number of ‘likes’ or ‘follows’ as success is not enough. There needs to be something more concrete data that tells you your advertising is yielding the expected results.
An effective way to do this is to align results with your intended goal under the recommendations of the mobile advertising company that you have hired. This will enable you to better gauge the success of your campaign. For instance, if your goal is to get publicity, you can measure success from the number of shares your posts get.
Build your brand around mobile behaviour
Mobile advertising is different from other forms of digital advertising. Think of it as an entirely different set of behaviors that you need to incorporate into your campaign. Make sure your ads facilitate mobile users and make it easy for them to connect with your brand. In other words, mobile social ads should be designed specifically with the needs of mobile users in mind.
Top 5 mobile social advertising companies
Mobile social advertising companies are making quite a name for themselves. Here are five such companies to look out for:
Big Ideas Machine is a B2B technology and PR agency with a specialty in PR, social media and content creation. Its team turns brands into thought leaders, helping them engage audiences with content and generating inbound sales. The company focuses on a combination of thought leadership and content. It leverages mobile social media advertising, content and PR across multiple channels to make sure the right message reaches the right people in the right way.
Propeller Ads is a digital media and social advertising company. It is an industry leader providing comprehensive optimization and ad-serving technologies for web publishers and digital marketers. The company has an extensive mobile and web ad network, delivering digital ads to over 100,000,000 users in over 200 different countries on a daily basis. Propeller Ads has created and delivered thousands of cost-per-Action (CPA), cost-per-mille (CPM) and cost-per-lead (CPL) advertisements since 2011.
Appness is a Facebook ads network and mobile social advertising company that connects companies with leading local media buyers, with payments being made for results only. The mobile social advertising company proves to offer an effective long-term arrangement for both parties.
Kimia is a Madrid-based mobile advertising network with a global reach. Its team provides ad services to advertisers and publishers with a flexible demand-side platform (DSP), real-time stats, and account management in 14 different languages. Kimia has four benchmarks —a flexible international ads network, cutting-edge technology, performance-oriented mobile social ad campaigns, and premium account management.
Founded in 2008, AdParlor is a social media advertising agency based in Toronto. It drives marketing and ad campaigns across the six most dedicated global social media platforms: Facebook, Instagram, Twitter, Snapchat, LinkedIn and Pinterest. AdParlor keeps its inbuilt technology on the leading digital platforms, allowing users to control and track their social advertising campaigns.
These mobile social advertising companies, along with many others, are bringing in a new wave of activity across mobile social platforms.