eMarketer.com recently published their report on Mobile Advertising in Canada and to no ones surprise, mobile is exploding. I wanted to condense and share some of the findings, but if you wanted to purchase the full report from eMarketer.com, you can find it here.
Before I get into the numbers, I wanted to give you an idea of what the end game for mobile is. Mobile has evolved to be a part of our lives; our phones are with us – for the most part – 100% of the time. Because of this, how much we use our phones to complete activities in our daily lives will only increase. It used to be just to make calls, then text as well, then email as well, then surf the internet on the early (crappy) mobile web browsers, then apps and so on. We even have the ability to track our health on our phone, and in a relatively short period, probably 10 years, when you go to the doctor’s office, you’ll just hand the doctor your phone, and it will have all your medical info and readings it has been taking since your last visit. Many companies are working on how the mobile phone will replace desktops, which – other than for work – have been declining in sales. Unless you need a desktop to run high powered programs like video/image editing or PC games, you’ll soon just have your phone and a couple monitors at home/work that you plug directly into.
Alright… onto the info:
The amount of time per day, Canadians spend on mobile consuming media. This does not include voice calls.
Apps dominate the mobile media time, accounting for 87%
Were the leading app category, accounting for 23% of total time – These would be things like Banking apps, public transit aps etc.
59.1% of digital ad spending in Canada will be from Mobile.
The fastest growing display ad format.
17.7% to 22.3%
This is how much ad spend on mobile has grown in the last year. However, ad spend is still not in line with the amount of time people spend on mobile.
The number of countries outpacing Canada in mobile share of total media, other countries are China, United Kingdom, United States, and Australia.
Dr. Oetker decided to test the viability of mobile by pausing all media buys (mainly TV) so it could compare results over a 3 month period. Organic reach favoured mobile impressions by a margin of 4-to-1. “We took the dollars we had previously put into TV and flipped them over to the digital side so that we could have an apples-to-apples comparison of what the money delivered,” Peter Macdonald (Executive Head of Marketing) said. “Now that we cut the noise out and just looked at this channel alone, the increase in ROI was pretty good.”