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Digital media have exploded over the past few years. According to Comscore, digital has grown 50 percent in the past two years, ‘with more than three-fourths of that growth directly attributable to the mobile app.’ Mobile is today the leading digital platform based on smartphones and tablets for 62 percent of media time spent. Also, the average time spent per day on digital represents 5.38 hours.
In that context, mobile is becoming a global trend and will be even more important in 2016. From ads to SEO, mobile environment is evolving and needs to be consider more seriously by marketing departments.
The website eMarketer has run a study on ad spending in the US digital marketing. It reveals that mobile advertising budget will overtake desktop by 2017 and that by the end of 2019 mobile will count for 79 percent of total digital ad spend.
Actually, that trend comes with consumer’s behaviors. As they are spending more and more time on mobile devices, mobile ads are naturally increasing.
With the last Google mobile-friendly update, mobile optimization is unavoidable. It is becoming more important than desktop optimization as mobile has overtaken desktop searches. In 2016, that growth should keep increasing, making mobile traffic by far the more important. Actually, Google seems to give advantages to mobile websites in the SERPs.
Mobile app extension is something you should also watch in 2016. In 2014, app usage increased of 76%. With top app categories being Shopping, Productivity & Utilities and Messaging, app growth has raised ‘11 points in its share of total digital, five points in mobile (including tablets) and three points within mobile apps.’ (Source: ComScore’s 2015 Mobile App Report)
App success relies on its ability to offer contextualized experience and real value consumers were looking for on mobile devices. Apps help achieve specific tasks in a short amount of time.
Native videos as video uploaded or created for and on social networks are played in-feed. They are opposed to links to videos hosted on other sites.
Native videos have exploded on social medias as for instance Twitter has launched its first native video tool. The tool allows to shoot clips as short as one second and rearrange them to create a video up to 30 seconds. You can also upload 30 seconds videos.
On Facebook, native video meets great success. Actually, this is new way for brand to connect with their fans and they are achieving better organic reach compared to videos hosted outside Facebook. (source Adage)
Native videos are going to increase in 2016 as they provide better engagement with their audience.
Youtube has become the second largest search engines after Google and has earned the second most unique visitors after Facebook. Mobile video marketing is getting more and more global.
And moreover, Youtube offers great SEO opportunities with videos well optimized (through headlines, link building, descriptions) . It helps drive qualified traffic as Google ranks Youtube content in its SERPs.
In clear, marketing strategies are going to integrate more and more videos in the next few months as they offer new reach opportunities.