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BizReport : Mobile Marketing : February 29, 2016


Expert: Mobile, video to push more online business

Mobile continues to be on the rise, and along with video, is pushing consumers to more content, more retailers, and more businesses. In fact, AOL's new expert says they will be hyper focused on both mobile and video in 2016.

by Kristina Knight

According to experts most (87%) of consumer engagement via mobile is happening in app; on average, consumers are using 5 apps per day. That is a lot of in-app activity, but to make the most of apps, brands need to have strong data.

"You need access, scale and precision to compete at the highest levels. Brands want to know how they can combine first-party data from world-class media properties with rich third-party data in effective and open environments," said Mark Connon, Global Chief Mobile Officer, AOL Platforms & Advertising.

As for mobile devices, Connon reminds us that engagement is all about the device, but that consumers use different devices at home, at work, and even during the commute. The key is to have content available across screens.

"Mobile video now plays in mostly every conversation I'm having. Mobile video accounted for 55% of mobile data usage by end of 2014 (global) and this trend is just increasing," said Connon. "Everyone knows the video opportunity; it offers the highest engagement opportunities with consumers. In 2015, video accounted for 55% of the world's mobile data traffic and is expected to rise to 75% by 2020."

Image via Shutterstock

Tags: AOL, mobile marketing, mobile trends, mobile video, online video, video trends










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