Buying Mobile Media

3 Reasons You Should Consider Buying Mobile Media

by | Apr 30, 2015

Why buy mobile media? It’s an important question to ask, especially considering how mobile campaigns are often handled by even top level advertisers.

The fact of the matter is, mobile is habitually dealt with as a left-over. An afterthought. An add-on. That is to say, mobile campaigns have historically been implemented only if enough budget remains after all other media buying opportunities have been exhausted.

And even if there is enough budget left to properly power a mobile campaign, advertisers will still make the mistake of graphing standard desktop practices onto mobile execution – assuming both play by the same rules.

The thing is, they don’t. Desktop and mobile are two separate beasts. Each needs its own set of best practices and procedures to tame.

It’s often this realization that causes some advertisers to steer clear of mobile, which is unfortunate. The habit of implementing desktop solutions first is now impeding mobile’s potential. At this point, mobile media should be a significant part of any marketing campaign, if not the cornerstone.

Why? The evidence speaks for itself.

1.) The Mobile Market

If you’re reading this post I’m going to assume you own a smartphone. Better yet, if you’re alive I’m going to assume you own a smartphone.

Assuming might generally make an ass out of you and me, but trust me, the numbers back it up.

According to Nielson, 175.1 million people in the U.S. own a smartphone as of September, 2014. That’s 71% – or a significant majority of everyone in the country.

BI-Internet Traffic

Alongside the smartphone explosion, mobile internet traffic is increasing exponentially. More and more people are completing traditionally desktop-first tasks such as internet browsing, video watching and shopping on mobile devices.

As advertisers begin to catch on, mMobile Ad Spendingobile ad spend rises in response. In 2014, only 29.4% of digital ad spend was mobile. In 2015, it’s projected at 40.2% spend.

In 2016? 51%.

As we approach 2020, mobile ad spend looks to take a strong mobile majority (see what I did there?). That’s because mobile is where the consumers are.

The average U.S. consumer spends one hour a day looking at their smartphone.

Money follows eyeballs.

It’s as simple as that.

2.) Mobile Capabilities and Rich Media

Consumers are flocking to mobile devices for a reason.

Smartphones and tablets offer unprecedented convenience of use and exclusivity of information. In other words, consumers can receive the information they want when they want and how they want it.

The advantages don’t stop at the consumer. With the emergence of mobile-first technologies, advertisers can now tap into this personalized stream of mobile media.

What were once standard, lifeless ads that clung listlessly to the top or sides of desktop webpages have now become dynamic, rich media and video ads inserted straight into a user’s mobile app or browser. These ads offer much higher levels of user engagement as they take proper advantage of mobile touch screen, geo-location, and accelerometer functionality.

Take a look at our own portfolio of rich media mobile ads to get a glimpse of what’s possible. Our clients have seen dramatic improvement in engagem,ent when launching mobile campaigns tailored around these rich media ads.

In short, they can accomplish what no other form of media can.

Rich media ads can allow tap-to-call functionality, time-based contextualized ads, coupon downloads and more, all custom-fit to a user’s interests, habits, and location.

Advertisements shouldn’t be merely glanced at then ignored. They should be interacted with. Rich media on mobile accomplishes that.

3.) Reaching Your Audience

If a consumer is looking for a product or service, more often than not they are going to do so on the Internet. And now – for 71% of the U.S. population – the Internet now lives in their pocket.

Therefore, putting your message in front of the right consumers at the right time is now easier than ever.

But only if you take advantage of mobile opportunities and invest in mobile media.


Can you think of any other reasons why it’s a good idea to buy mobile media? Let us know in the comment section below.