Top Mobile Advertising Trends to Look Out For In Upcoming Years - OnCampus Advertising

Here are the five top mobile advertising trends predicted for the upcoming years:

Deep links within mobile ads.

The advanced process of connecting specific content to an app, called deep linking, will allow for quick and easy access to links users want to see right away. For example, a Zappos app can link directly to a specific shoe designer’s webpage instead of linking to the mobile site or the front page of the Zappos app. These deep links would allow for app developers to increase additional revenue and customers to access the information they want quickly and efficiently. Companies such as Google and AppsFlyer are already looking ahead to unravel the complexities of deep linking to allow mobile advertising to interlink as web pages do.

Hyperlocal advertising.

Smartphone owners use their devices to seek out local information according to the Ipsos OTX survey. Of those searching local information, 77% are contacting a company or establishment and 44% are making a mobile purchase. Advertisers can take advantage of mobile consumer data that pinpoints exact location of consumers by creating tightly targetedads to restaurants, shops and entertainment near them. Although this trend has not been utilized to its full potential, advertisers will be able to seek greater clarity and quality in location detection and use it to target mobile ads to increase awareness of local companies in the upcoming years.

Higher quality metrics of post-click and offline behavior.

It is very difficult to track what happens post-click and offline, as click through rates and impressions are the measurement of success for mobile ads. However, xAd, a location target advertising leader, said in a September 2014 report that “CTR is a poor indicator of mobile ad campaign performance.” A better indicator will be post-click and offline metrics, including in-store visitation and call rates in the near future.

Programmatic advertising.

Programmatic advertising is the buying and selling of digital advertising through technology. Programmatic advertising has been a key feature of scale for banner display ads. As advertisers experiment with different ad formats, including native and video ads, they will rely on the same type of scale as banner ads. In the upcoming years, advertisers will be able to advertise every format at scale. Although programmatic advertising is just in its beginning stages, it is growing fast.

One-Click Purchasing/Tap to Buy Ads.

This technique requires the use of deep linking, but instant purchasing is the future of mobile commerce. While clicking on an ad today prompts a series of webpages before a consumer has the option to make a purchase, the one click purchase and tap to buy ads will allow consumers view one page of details and an option to buy on the first click. These mobile ad trend will mirror Amazon’s 1 Click purchase and Apple’s Apple Pay feature, which simply requires an Apple owner’s fingerprint to make a purchase.