1. Native advertising led to richer user engagement
More than one fourth of all mobile consumers notice native ads. In fact, consumers said that they looked at native ads 52% more frequently. Native ads, with their ability to seamlessly blend into the mobile app or site experience offer an uninterrupted, flexible mobile experience.
By reducing the stark transition between content and ads, marketers were able to deliver an ad experience that was perceived as rich and engaging by mobile consumers. This was evident from the fact that marketers saw up to 4 times more ad interaction (CTR) with native ads.
2. Brands scouted for advertising solutions to leverage Wearable Technology as a new consumer touch point
2014 was a good year for wearable technology. All major manufacturers such as Motorola, Samsung, Sony, LG and Apple introduced wearable devices such as smart watches. According to a Cisco estimate, it is predicted that between 2013 and 2018, wearable device connections will increase by over 700% and by 2018, mobile traffic from wearable devices worldwide will hit as high as 345 MB per month.
This presents tremendous opportunity for marketers to leverage this next screen of user engagement, to deliver relevant ads that make the most of the device characteristics and the content it offers.
3. OEMs/ Device manufacturers looked at new OS platforms as strategic alternatives to build a sustainable competitive advantage
2014 saw the rise of several new operating system platforms for mobile. Platforms such as Firefox OS and Tizen made considerable headway into the market. While Samsung announced its plans to launch a Tizen-based smartphone for India, manufacturers such as Zen, Spice, Intex and LG have already adopted Firefox OS.
Chinese manufacturer Xiaomi with MIUI OS, an offshoot of Android, outsold Apple and Samsung in China and became increasingly popular in emerging markets such as India. It hass now expanded its business to close to 10 emerging markets.
4. Mobile Real-Time Bidding (RTB) fostered enhanced audience targeting and personalized ads through third party audience data
2014 proved us right on this one too. Marketers realized that merely demographic data about mobile consumers is not enough to accurately target them and engage them with the right content. With third party audience data on the interactions of mobile users with apps and sites, marketers were able to profile users more accurately and engage them with relevant content.
This coupled with RTB ensured that marketers were able to derive maximum results by delivering relevant ads to the right user at the right time. In fact, mobile RTB sales increased five times in 2014 and are expected to grow three times more by 2018.
5. Physical context turbo charged location based advertising
A mobile phone's location proved to be a key factor for marketers to effectively reach out to their audience at the right time with relevant offers. Brands such as Zomato and Groupon which offer location-based content on mobile were effectively able to leverage physical context to deliver relevant content to their users.
This trend will only see a rise in the coming days, where marketers can push a relevant ad to the mobile user based on his or her location. For instance, a mobile user at an airport may see ads with offers from nearby hotels. A mobile user driving across a highway might see ads for nearby restaurants offering discounts on food.
2014 was a great year for mobile marketing and we think 2015 promises to be even better.