Mobile Marketing: What to Expect in 2014

By: Cameron Joye

December 27, 2013

marketing trends
mobile marketing

Usage of mobile devices exploded in 2013, thus mobile internet traffic is quickly overtaking desktop internet traffic. Smartphones allow consumers to always be one click away from their next purchase no matter where they are. Therefore, mobile marketing is any marketer’s way to keep pace with and even surpass competition.

According to a report by Ad Age, mobile advertising grew by 75% in 2013 and is now essential in the digital marketer’s repertoire. What does this mean for mobile marketing in the next year, and what kind of trends can we expect?

This guide will equip you with 4 key mobile marketing expectations to watch out for in 2014:

  • 50% of Mobile ad Buys go to Real Time Bidding (RTB)

Real Time Bidding (RTB) is an advertising method that allows companies to purchase advertising space on individual webpages instead of bulk purchasing. Just before an internet page loads, advertisers can simultaneously bid for advertising space through an automated system.

Which ad spaces advertisers bid on depends on demographic and behavioral criteria that match the audience a company wishes to target. Mobile RTB became mainstream in 2013 as a cost effective advertising tool for companies. In 2014, it’s expected to compose nearly 50% of mobile ad buys.

  • Facebook FBX’s Real Time Bidding on Desktop Comes to Mobile

At the moment, Facebook ads display on desktop via FBX: a platform providing real time bidding for ad purchases. Ads are based on ‘likes’ from friends and retargeting ads from websites users have previously visited. This type of real time advertising is extremely effective as it specifically targets the needs and interests of individual Facebook users.

For that reason, it’s important to move FBX to mobile as well. Over half of Facebook’s revenue is likely to come from advertising attributed to FBX in the next year.

  • Domination of Short Mobile Video Ads

Short, to the point mobile video ads are a highly effective means to market especially to younger generations and are cheaper to produce. Nowadays, smartphone capabilities stealthily outpace what marketing puts forth in terms of mobile advertising.

Mobile devices support a rich and engaging experience with video. Short mobile video ads will dominate 2014’s mobile marketing. Facebook already takes advantage of this type of rich video content with in-stream ads.

  • Newly Designed Email Marketing Ads

Presently, consumers are more likely to quickly catch up on emails on-the-go using their mobile devices. This trend implies a need for new email ads specifically designed and optimized to view on smaller screens. Rethinking mobile email marketing will be important as consumers are more receptive to email ads via mobile phones than on their personal home computer. This coincides with the decline of desktop PC sales.

As technology quickly catches up and bridges the gap between desktop and mobile, mobile marketing will create an even bigger buzz in 2014. Things will really start to change when it comes to mobile shopping behavior. Nearly 85% of smartphone users use their phones while they shop, which increases buying behavior. Companies like Twitter and Google will lead the way and set precedents. However, Facebook is expected to truly outshine the pack and see the most ad revenue in 2014.