The budget poured by advertisers on mobile advertising has not been spared in any way from the impact (by no means trivial) of the coronavirus crisis, although mobile continues to be the channel in which advertising investment grows the fastest. Additionally, 94% of marketers tag mobile advertising as effective, according to WARC’s “Mobile Marketing in EMEA” report 喀麦隆电话号码列表.
According to the study, which WARC has carried out in collaboration with the Mobile Marketing Association (MMA), 49% of marketers will dedicate more than 25% of their budget to the mobile channel this year. In 2019 this proportion was significantly lower, barely 40%.
Even so, COVID-19 has not tiptoed over to spending on mobile advertising. Before the pandemic was declared, 66% of marketers expected to boost their budgets with a focus on mobile over the next year. Currently this proportion has been reduced to 39%.
Much of the investment in mobile advertising is gobbled up by the “mobile video” format. 50% of mobile budgets are gobbled up by this format.
Mobile continues to be the fastest growing advertising channel
On the other hand, three-quarters of marketers take duration and design into consideration when generating content for the mobile channel, where e-commerce is gaining momentum thanks to the so-called “shoppable ads”.
Mobile advertising associated with “gaming” will probably also grow in the times to come thanks to the advances implemented in the 5G field.
In 2025, 48% of marketers expect to be able to focus on branded content adapted to mobile environments.
Mobile advertising in its display mode is currently making its way in a quarter of campaigns and 47% of marketers have their sights set on this format.
The phenomenal growth of mobile display advertising has been spurred largely by programmatic buying. Today, “paid search” and “mobile display” account for almost all global investment in mobile advertising.
When it comes to measuring effectiveness (it seems that compared to mobile advertising, which 94% of marketers call effective) 73% of marketers use engagement metrics 社交帖子.
