5 Mobile Advertising Trends To Look For By 2020

When we speak of mobile advertising trends we usually think as far as a couple of months to a year from the present. That’s all well, but what’s more interesting is what will happen three to five years from now.

According to eMarketer, mobile internet ad spending will grow to $94 billion worldwide by 2018. Furthermore, Ericsson reports that there will be 10 times the amount of mobile data traffic by 2019. All signs point to mobile advertising growing more than we can imagine, and as with anything, it has to evolve if it wants to stand the test of time.

With that said, here are five mobile advertising trends you can expect to see by the year 2020:

Mobile Ads With Deep Links

The mobile app ecosystem isn’t as interconnected as we would like it to be. Valuable app data and links do not get passed through apps. This poses a problem to app developers who want to “unlock” the potential for additional revenue.

Deep linking allows app developers to link to specific content within their apps. For example, a mobile ad for a specific Seamless restaurant could link directly to the restaurant page instead of linking to just the mobile site or front page of the app. This is extremely powerful because it gives users easy access to the information they want to know, and it allows app developers to further engage with users.

The complexity of deep linking and lack of standardization will be the greatest challenge, but streamlined solutions for deep linking are already being pioneered by companies like Google and AppsFlyer. By 2020, app content will no longer be locked within apps. Mobile apps will interlink as freely as web pages do, and app developers will be able to pull users deep into their apps with just one link.

Deep linking has become a lost conversation that is sure to pick back up once the mobile industry realizes its profound impact.

Emergence Of Hyperlocal Advertising

What has made mobile advertising successful and extremely appealing is targeting. Targeting adds relevance and increases engagement. Most companies in the ad tech industry give advertisers the ability to target users based on country, state, region, and city. These targeting attributes that are paramount to successful mobile advertising campaigns, but location targeting gets even better.

Mobile consumer data has allowed advertisers to target based on a consumer’s precise location (we’re talking around the block precise). This is the type of targeting that engages consumers as they are near locations of interest. These case studies by Thinknear shows exactly how brands with brick and mortar shops can benefit from hyperlocal mobile advertising.

The mobile advertising industry hasn’t tapped into its full potential when it comes to location targeting. Right now, there are very few companies that do location really well. In the next few years, there will be an industry effort to create more clarity and transparency around location data and more hyperlocal advertising tools. Brands will be able to increase in-store engagement with tightly targeted mobile ads and boost awareness of national campaigns with local data. Moreover, this information will be available to all advertisers, big and small.

Better Metrics For Post-Click And Offline Behavior

It’s very hard to track what happens post-click and offline. We’re still stuck in the days of impressions and click-through rates. While these metrics have gotten us very far, they’re not sophisticated enough, especially for brands that want to take a dive into mobile advertising.

In a September 2014 report, xAd, a leader in location targeting, revealed that “CTR is a poor indicator of mobile ad campaign performance.” The real measure of successful mobile advertising campaigns for brands will be post-click and offline behavior.

By 2020, advertisers will start to focus on post-click and offline metrics, such as in-store visitation rates and call rates.

Widespread Programmatic Advertising

We’ve seen programmatic technology work wonders and provide massive scale for banner ads. However, as advertisers explore new ad formats, such as native and video ads, they will look for the same type of scale.

By 2020, advertisers will be able to advertise every ad format at scale. This includes native and video ads. Although programmatic native and video are still nascent, they’re growing fast.

  • IAB recently released native RTB specifications.
  • Pubmatic has released a programmatic native ad offering for publishers.
  • This survey by BrightRoll shows how programmatic video is going mainstream.

Watch This: How to Explain Programmatic Video to Your Grandma

1-Click Purchasing/Tap-To-Buy Ads

This won’t happen without deep linking, but instant purchasing is where mobile e-commerce is headed. Clicking on a mobile ad currently takes a user through a series of pages before they can make a purchase. A tap-to-buy ad will allow a user to click once to view more details about the item and click once more to purchase the item, all from a single mobile ad.

The tap-to-buy mobile ad will be similar to Amazon’s 1-Click functionality and Apple’s Apple Pay feature, where a user can use just a fingerprint to make a purchase.

A few of these items will probably happen way before we enter the next decade. Either way, mobile advertising the way we see it today will be completely different by the year 2020. We still have a long way to go, so we’ll be updating this as we spot new trends.

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