At TAPTAP, we are committed to improving on a daily basis the service that we provide to our clients and in driving the growth of the mobile sector within the Spanish and international markets. That is why we have launched our fourth survey “Mobile Advertising” for advertisers and agencies in order to get an idea of the current market conditions.
One of the first conclusions that we can draw from the survey is that programming purchases of media begins to consolidate in the mobile medium as a very tangible reality, and now, and is not among the top three priorities of advertisers and agencies for 2014/15. Content-integrated advertising (Native Ads) and video are the other two principal priorities. Even though the growth of mobile publicity is the highest of all media and has been for several years now, 85% of those surveyed feels that the investment is still less compared to the coverage that is offered by the mobile medium. So, what are the barriers to the investment? 60% feels that the lack of knowledge of the medium on the part of the advertisers is the main obstacle, followed by the measurement and the creative pieces.
To the question: “Do you consider the mobile a “Premium”, or direct response, medium?” the opinions are very much divided, with 32% who feel that it is a valid medium for all types of campaigns, depending on the advertiser and its objectives. 46% of those surveyed feel that it is a Premium medium largely thanks to its coverage, quality of the advertising impacts, geolocation and segmentation possibilities. 22% chose the direct response option thanks to the Clicks to Action such as the “Click to Call” or the “Click to Download” (CPD/CPI).
The segmentation criteria that are preferred by agencies and advertisers are location, demographic data (gender, age, etc) and interests. However, the interest in geographical contextualization is gaining momentum, and includes such campaigns where other factors in addition to localization are taken into consideration (e.g. weather, date, hour, geographical cookie, etc).
Lastly, we asked the respondents what objectives they seek when conducting a integrated content advertising campaign (Native Ads). More than half of the respondents (56%) hope to increase the time of engagement, 35% wants to potentiate the brand image and 33% seek to make the content go viral. They also stressed that it is a perfect medium for the mobile format since it avoids the intrusiveness of conventional advertising.
