The mobile show Middle East is coming to Dubai again this May. In anticipation of its arrival and with some exciting news to share it seems a great moment to share some of my insights into the mobile ad space as it stands today.
“The year of the mobile” was a phrase commonly banded around only a couple of years. The fact that the digital industry was so eager to welcome the year of the mobile (I remember the false proclamation of the year of mobile on at least 3 occasions) delivered an important message – when mobile did arrive, it would change EVERYTHING.
Indeed it has already begun to do just that. Looking at the recent changes by Google Adwords from “legacy” campaigns to “enhanced” campaigns suggestions the manifestation of change in the largest digital specialization (According to IAB, PPC made up 46.3% of digital spend in 2012).
The IAB also recognise the astonishing rate of growth in mobile advertising. From 2011 to 2012 mobile ad spend grew by 111% and that rate of growth is not a one off! Since PWC began recording digital ad spend trends mobile has experienced triple digit growth every year. Just look at the chart below and compare that growth.
So, now we know. Mobile is a big thing behemoths like Google, Facebook, Twitter are all trying to employ a “mobile first” attitude to new products and the race is far from over to own the mobile space in a way that resembles how certain household names already dominate their disciplines (Google – search, Facebook – Social etc.).
Mobile is different to conventional digital media channels for various reasons. There are the obvious form factor differences, there is the always on element, there is the hyper local aspect and most excitingly of all, it is the only device that you can be almost certain is unique to each person. Very few people share a smartphone (unlike a desktop or laptop).
It is this particular attribute that interest me most about mobile advertising. In theory an advertiser could become so effective in their targeting (and this is going to seem somewhat Orwellian) that they can have a one on one conversation with a consumer.
For now that doesn’t exist (thankfully). It is at this point that I would like to introduce you to some very exciting technology that does allow an advertiser to become more effective with their targeting, specifically on mobile devices. Introducing mobile ad network - addictive mobility.
Addictive Mobility is unique in that it can effectively target an audience with messages that are contextually relevant based on an audience’s social media activity. Our team at RBBI discovered addictive recently and are now very proud to be representing them in MENA as their champions and exclusive reseller.
It is the first step away from the traditional catch all approach of existing media channels and carves a new path towards display advertising becoming more relevant at a time when an audience can really use what is on offer. Perhaps an example might help to visualise how this technology can be used.
Imagine you are a Twitter user and are currently venting about being stuck in traffic heading to work, desperate for coffee. A cafe (or likely a chain) could then serve an ad to you offering a discount cup of coffee from Tim Horton if you show the QR code contained inside the ad unit. All of a sudden display ads got much more useful.
If you would like to learn more about Addictive either contact the team at RBBI or swing by the mobile show on 14th May. We have a stand and will be speaking at the mad world track at 2pm and 4pm (day 1).