Mobile devices have taken over the world with over 5.6 billion mobile users, it’s clear that this space is not a seasonal fad with over 58% of global online traffic coming from mobile phone devices this year. Despite this, mobile advertising is often treated as an afterthought, a one-off 'innovation' rather than a sustained, integral part of brands' media plans. The truth is, that mobile ads are not just for the festive season; they are a year-round opportunity for global marketers to connect with audiences on the devices they use daily. So get ready to make the most of the global trend that is growing 3.7% year-on-year.
Global Landscape: The Mobile Revolution
As we dive into the global perspective, it's essential to recognize the universal shift towards mobile as the primary gateway to the digital world. Margarida Galafassi, Business Development,YOU.AD gives insights from the Brazilian market and provides a compelling snapshot of this trend. In Brazil, 99.5% of households use mobile devices to access the internet, surpassing television and other traditional means. The majority of the population, particularly the lower-income segment, relies on their phones, with 62% accessing the internet exclusively via mobile. These statistics underline the immense potential for brands to engage with consumers on their most personal screens.
Mobile Users: Video Lovers and Engaged Audiences
Brazilian mobile users, known as 'video lovers,' embody the multi-screen lifestyle, dedicating an average of 8 hours daily to their screens. With 94% on mobile and 93% on TV, these users are a captive audience for brands looking to make a lasting impact. The engagement rates in campaigns, especially those involving reality shows, have consistently exceeded 20%. This showcases not just the prevalence of mobile usage but the active participation and receptiveness of the audience—a goldmine for brands seeking meaningful interactions and award-winning campaigns.
Breaking the Stereotype: Mobile as a Long-Term Strategy
Bono Chan, media representative - Asia at Adludio, observations resonate globally: “Mobile is often relegated to a role focused solely on performance metrics such as conversion and acquisition. The missed opportunity lies in forgetting the inherent strength of mobile—its ability to facilitate interaction and engagement. Mobile isn't just a channel; it's a canvas for creativity, a stage for brands to deliver memorable experiences.”
Chan rightly emphasizes that mobile, with its high on-target reach, is the ideal platform for delivering innovative, interactive creatives that leave a lasting impact. In 2022, mobile internet user penetration in the Asia-Pacific region reached 49%, and Greater China had a mobile internet user penetration rate of 79% that same year. In APAC many brands in luxury, travel and finance are embracing mobile as a channel to maximise customer engagement. with campaigns such as this, we did for JW Marriott. The misconception of mobile as a short-term strategy undermines its potential to deliver branding messages effectively and foster a deeper connection with the audience.
Adludio: Transforming Brands with Interactive Creatives
For brands looking to harness the full potential of mobile advertising, Adludio stands at the forefront of innovation. Our interactive ad experiences align with Bono Chan's vision, providing the perfect environment for maximizing creativity and engagement. From Coca-Cola to Disney, our diverse portfolio of global brands attests to the efficacy of incorporating mobile into media plans as a long-term strategy.
Seize the Mobile Moment, Globally
Mobile ads are not confined to holiday campaigns or one-off innovations; they are a perpetual force that should be woven into the fabric of brands' media plans. Whatever region you’re targetting, the ubiquity of mobile usage demands a strategic shift. It's time for global marketers to recognize the enduring impact of mobile advertising, embracing it not just as a channel but as a cornerstone for delivering creativity, engagement, and memorable brand experiences. The mobile moment is now—don't let it pass you by.
