Behind a market that is crystallizing more and more between two great players, Google on one side and Apple on the other, the use of phones has surpassed that of computers to access the web. The mobile is increasingly part of our daily habits: it is no longer a channel of communication, it is a way of life. It transforms uses and influences powerful purchasing behaviors …
But the big brands understood that this way of life required adjustments and investments. 2016 will have been a pivotal year for mobile advertising, and it highlights the need for ever more agile actors to respond to technical changes and changes in consumer behavior or habits. A small review of these key changes that will greatly affect how we work in 2017.
ADBLOCKS, I LOVE YOU EITHER NOT
Still at the heart of the debates, the success of adblocks did not decline in 2016, despite the many attempts of the publishers to reduce their impact by limiting or prohibiting the access of users and users to their contents. With a market share of more than 50% among young people in some countries , this success can be explained by a profound sluggishness that springs from past mistakes made by the advertising industry.
On the phone or tablet, the observation is the same : between sites not adapted to mobile browsing, intrusive advertisements, inaccurate click incentives, inappropriate call-to-action buttons or automatic redirects, experience user has been greatly undermined.
However, despite this chart, with a black appearance for advertisers and publishers, a wind of change continues to blow on the mobile advertising community.
The overwhelming majority of mobile users now use applications to access their favorite content. However, on these media, not only are advertising blockers inefficient, but new innovative formats have also emerged: better targeted, more innovative, respecting the user experience and navigation as well as the editorial content of the sites.
These new ads integrate better, are more efficient and guarantee a return on investment for advertisers.
Nothing serves to want to counter the adblocks on their ground , they have their raison d’être and a good image for the general public, always more suspicious. It is better to reinvent and rethink our current methods that will generate attention, commitment and brand recognition.
GOOGLE, THE ALGORITHM THAT MAKES THINGS CHANGE
Google’s impact on mobile browsing is considerable. And when it decides to change its algorithm, it is the entire mobile ecosystem that anxiously watches for impacts.
Yet, if these changes are positive for the customer and the user experience on paper, they need to react quickly and put in place a sustainable strategy for the future.
Since 2015, Google has privileged sites that are perfectly suited to mobile phones, in particular by setting up its “mobile friendly” label . In return, they penalize intrusive interruptions such as pop-ups, encouraging them to leave contact details or share on social media that interrupts navigation. Beyond Google, these new paradigms are carefully studied by the actors to ensure that all their tools evolve quickly enough. Again, flexibility and agility are essential to adapt to the demanding mobile market.