Through this year, mobile ad spending will reach 4,000 million dollars worldwide. This sector is, therefore, one of the great hopes of the advertising industry. In the coming years, mobile advertising will be marked by the following trends:
Today, advertisers are betting on mobile advertising using traditional methods of targeting: device, demographic and context, basically. Over the next five years, mobile advertising will be much more relevant to the user and take into account also its location. Geo-targeting advertising will be huge in the years to come, many new applications are popping up that will help target customers according to where they are and where they are planning to go.
More search advertising
Mobile search advertising has now become a major source of investment. In fact, Google's mobile division currently generates most of its revenue through this promotional formula. Within five years, users and advertisers will continue to pursue the search. The only difference is that there will be better targeting techniques, which combined with the searches, generate relevant advertisements based not only on geo-location and keywords, but also search engines index more accurate predictability. Most of it will focus on local searches, where to eat, what stores in the area sell this or that product, where can I find this service, etc.
Currently, the tools to measure the effectiveness of mobile advertising campaigns lack the sophistication that advertisers demand them. Over the next five years, the standards for measuring the efficiency of mobile advertising will have matured and analysis will no longer be an excuse for not investing in the mobile channel.
Today, most mobile advertising takes the form of traditional online banners. You can click on them, but in reality are not interactive. Within five years of interactive advertising will be the norm and thus win the favor of users. In addition, technologies such as augmented reality will also help to increase interaction between brands and consumers.
In the near future, this blending of social networks and mobile devices will evolve into what some researchers at Stanford University are calling "personal cloud" that is personal information that thecompanies the user where he goes. The "Personal Cloud" may be shared by the user with others, and may be used to make purchases, receive information, and other mobile activities. Advertisers will take advantage of this new development to provide real added value offers to the user, not forgetting, though, taking into consideration privacy issues.