Dive Brief:
- Rakuten Marketing released its State of Display Advertising report with significant findings on mobile advertising from 2015. Mobile ad spending is up 398%, accounting for a 211% increase in display ad spending from the year prior, and mobile ad campaigns run by Rakuten clients saw performance increase 283% with a 106% year-over-year increase in revenue.
- Apparel and accessory brands benefited the most from mobile ad campaigns, seeing an astounding 2518% increase in revenue.
- Mobile’s 283% in campaign performance led all channels and tactics covered in the research, followed by prospecting (47%), social (46%) and retargeting (7%).
Dive Insight:
Even though the results were limited to Rakuten’s client data, the overall trend is easy to see and follows other research that all point to the rapidly increasing importance of mobile for marketers.
Adam Grow, svp and gm of Rakuten Display, told Marketing Dive, "As mobile spend increases and marketers gain more confidence in its ROI, we’ll see more diversity in how mobile budgets are spent, including improvements to the quality of the experience – more immersive mobile site browsing, value-driven cross-app communication and life-like shopping experiences through virtual reality apps.”
Grow added some strategies that marketers will likely be investing in mobile in the near future include hyperlocal targeting, live-streaming ad personalization, and A/B testing mobile efforts. He also predicts native ad inventory will become more central to the way marketing is presented to consumers.
"Native will need to mature beyond single-platform solutions to dynamic cross-app integrations that align native with the complexity of real-life consumer experiences," he said. "For example, a purchase-tracking app and an exercise tracking app working together to alert a coupon app when it’s time to start sending alerts for deals on new running shoes."