Mobile trends to look out for in 2015

As of Oct 2014, Singapore had 8,136,300 mobile subscribers out of a population of 5.47 million (iDA.gov.sg). With the fast-evolving consumer behaviour, the industry is constantly challenged to move with the times. 

Mid last year, the emerging mobile trends in Asia Pacific included mobile video engagement, algo-centric buying and selling, and a focus on measurement and attribution. These three themes remain high contributers affecting mobile trends in 2015.

1. Mobile video will boost engagement, while cross-screen targeting closes the sales loop

This year, we’ll see brands focused on making sure good content is delivered to audiences in the right context. Network capabilities across Asia Pacific are improving, and increasingly, sophisticated devices are available at lower price points. Video will be one of the most discussed topics. Where TV advertising has proved that video can be a powerful way to tell a story, mobile enables brands to go one step further and have consumers physically interact with an ad to take immediate action, delivering engaging experiences.

As brands work toward targeting consumers in more personalised ways, they’ll utilise cross-screen strategies to better understand their consumer’s journey. Brands will ask how they can become more strategic with mobile in 2015, as audiences use many devices at different touch-points across the day – and, increasingly, in tandem with each other.

2. Marketers will try to figure out how to make programmatic buying work for them

Because of its unique targeting options, automated trading is becoming extremely important to the efficiency and scalability of our industry, as well as a vital part of brands’ digital strategies. 

3. Accountability in mobile will rise

Just like any other marketing platform, reliable and consistent measurement is key to driving investment into mobile. As the use of cross-screen strategies and automated trading increases, brands – armed with better quality data and improved capabilities – will be able to use increasingly sophisticated methods to determine the success of any particular mobile campaign.

In 2015, more brands will ask their agencies to track specific mobile measurement metrics, helping them determine the path to purchase for their consumers and to understand them better.

This will open doors for more comprehensive and tailored campaigns better suited to consumer preferences, as well as a better understanding of ad effectiveness on the platform.Mobile’s rise as a preferred marketing medium for brands has been phenomenal. In 2015, mobile will continue to push marketers to rethink the way they approach marketing. 

The original article was contributed can be found here:Marketing Interactive

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