When figuring out where to spend your advertising dollars, it of course makes sense to put your money where your consumers are. But it’s not always that simple. In her latest Internet Trends report, Mary Meeker, a partner at Kleiner Perkins Caufield & Byers, shows that’s not what’s going on. Looking at media consumption time by channel compared to the percent of advertising spending in the U.S. last year, you’ll see that the largest disparity is in print. Advertisers spend three times more than the amount of time people spend in that channel, which can be indicative of the inefficiency of print advertising, old habits dying hard (i.e., marketers slow to equalize spend with consumption) or, more likely, a combination of both.
With mobile, we see the opposite: Advertisers spend a quarter less in this channel than the amount of time consumers spend on their devices, representing a large and valuable opportunity for brands to reach their target audiences. In fact, mobile ads are over two times better than desktop ads at driving key brand lift metrics, including favorability, likelihood to recommend and purchase intent.1 And they’re getting noticed – 73% of U.S. smartphone owners notice mobile ads on a daily/weekly basis.2
Of course, for advertisers to increase their mobile spend, mobile ads must perform well. And the key to performance is making appealing and engaging ads that reach the right shopper, in the right location, with the right messaging, delivered with mobile best practices. Now that Crisp is officially part of Quotient, our combined relationship can help you drive this audience engagement. Quotient brings scale and reach across digital media and promotions, and Crisp builds on these capabilities within media with a mobile platform that engages shoppers with personalized content, rich media and dynamic targeting and messaging. (You can find examples of Crisp’s creative here.)
“We turn to Crisp because of their breakthrough creative capabilities for mobile. As mobile continues to grow in importance, having a partner like Crisp who is a true expert in the space is a critical asset,” said Risa Andersen, Director, Digital Marketing and Shopper Conversion, PepsiCo.
Consumers are spending more and more time on their phones, and brands who understand how to effectively reach these shoppers with compelling ads at scale stand the greatest chance of influencing purchase decisions when it matters most.
Sources: 1. BSL and mBSL Benchmarks, U.S., Full Year 2015, Percentage Point Lift in Brand Metrics for Desktop and Mobile Ads; 2. Vibes, “2017 US Mobile Consumer Report” conducted by Equation Research, March 29, 2017 via eMarketer; 3. NCH and Inmar 2017; 4. BlueKai 2017; 5. Quotient Internal Reporting; 6. Comscore (April 2016-March 2017); 7. Quotient Internal Reporting