Mobile trends to watch in 2015

Kristina: What trends are you seeing in mobile marketing so far in 2015?

Mitchell Reichgut, CEO, Jun Group: This year, the distinction between mobile and desktop is disappearing. According to a study we conducted on national digital advertising campaigns, 37% were required to run across devices. We expect that number to be over 50% by the end of 2015.

Another trend is that brands want to drive audiences to their owned and operated sites, and away from social platforms. According to our research, 2014 was the first year where more campaigns drove to brand sites than to social destinations, and we see this trend continuing.

Kristina: Is the mobile space inflated, from an ad standpoint, currently? Why/why not?

Mitchell: Mobile is under-penetrated, relative to the amount of time consumers spend on mobile devices and tablets. While some platforms are generating significant revenue on mobile, it will still be years before mobile ad spending catches up to desktop. Additionally, the vast majority of ad campaigns that run on mobile apps are advertising other apps; brands are only beginning to tap this audience.

Kristina: Where are the biggest opportunities in mobile advertising?

Mitchell: Eighty-seven percent of mobile activity happens on apps, not on the mobile Web. A significant portion of that activity happens outside of Google and Facebook, meaning there is a huge, untapped opportunity for brands to connect with their consumers.

Kristina: In your opinion why have brands held back from full-on mobile strategies to date?

Mitchell: A few reasons. First, cookies don't work on mobile devices, so tracking is more difficult. Second, until recently, most mobile ad units were underwhelming (display was ineffectual on smaller screens, and there were limited video opportunities).

But for brand advertising, it isn't about having a "mobile" strategy - mobile is just another delivery mechanism. Marketers need an audience strategy, and each device is just another way to get to the right consumer.

Kristina: Moving forward, how important is it for brands to fully embrace mobile capabilities?

Mitchell: Mobile is the new first screen, and brands that embrace the medium early will have an advantage. More than 80% of the video views our company delivers happen over wifi, so it's time for all of us to think about these devices differently. They go everywhere we go, they're intimate, and we use them all day long. As the medium continues to grow, mobile will evolve from an important option for advertisers to a requirement.

Image via Shutterstock

Tags: Jun Group, mobie commerce, mobile advertising, mobile marketing, mobile trends