mobile advertising

As mobile devices become the main source of information consumption, advertisers have begun to adjust their advertising strategies, as they have made it so their advertisements are designed specifically for mobile devices.

The Mobile Era

In the last decade, mobile device ownership has skyrocketed. A 2021 study showed that 85% of Americans own smartphones, up from 35% in 2011. Mobile devices have made it so consumers can access the web from anywhere, any time of the day, as long as they have a cell reception. Not only is the web accessible, but apps separate from the web have made mobile devices capable of doing everything a computer can on the web, while also being able to access millions of apps.

A Shift In Advertising

Since people are using mobile devices more than ever to browse the internet, search engines have adjusted accordingly, as Google made it so mobile friendly sites are more likely to appear in search results, meaning companies without a mobile friendly website were at risk of losing business.

It was also important for businesses the change to a mobile friendly format, as if their websites were difficult to use or navigate, it is likely to people would not bother to use it at all. This is due to the fact that mobile consumer behavior is often dictated by the first impression, as first impressions influence users’ perception of the site, but also the company as a whole.

Advertising Strategies

While how businesses received online traffic changed, so did the way they advertised online. As previously mentioned, people did not only use their mobile devices for browsing the web, they also used them to utilize apps. Therefore, businesses had to take their advertisements and buy advertisements on apps as well as the web.

An advertisement for “Straight Talk Wireless” on the app Bleacher Report

What’s Next

As shown, advertising has shifted with consumer behavior, and this continues to be the case. As in 2024, Google is planning to eliminate the use of third-party cookies, which allow websites to see what you’ve viewed or bought on other websites and advertise to you based on your behavior. Since most of online usage now takes place on mobile devices, it is likely users on these devices will see a major change in how they are advertised to.

It is also worth considering how when advertising changed to cater toward mobile users, it was when mobile devices were becoming prominent. Today, new technology is starting to gain traction, as things like smart watches, virtual reality headsets, and even smart eyeware are becoming increasingly more common, and is worth noting that advertising could begin to be catered to these newer types of technologies as well.

Citations

How Smartphones Changed Advertising, Matthew Johnston

How Mobile Is Influencing Advertising, Maggie Haverty

WEBS OF INFLUENCE, NATHALIE NAHAI