Spending on mobile advertising is most definitely on the rise. Mobile ad spend is outpacing desktop ad spend at this point, and is projected to see significant growth over the next few years. Desktop spending, on the other hand will experience slight declines.
What does this mean for marketers and brands? More companies are investing in mobile advertising to capture an ever-growing mobile audience. If your brand isn’t invested in this channel, you’re missing out on a chance to compete for attention. That said, the solution is not to throw money at irritating mobile banners that result in accidental (and thus unqualified) clicks or to take all of your desktop campaigns and duplicate them directly for mobile. This approach will ultimately not be a productive one.
In considering your approach to mobile advertising in 2017, aim to focus on the creation of content for mobile platforms, boosting social posts, and creating mobile-centric advertising campaigns.