What is the best way to plan my campaign: Desktop or Mobile?

Sep 4, 2015 | News

If we analyze the investment trend in digital advertising, we will see that the performance and efficacy of mobile display is gradually surpassing that of desktop campaigns.

In 2015, according to eMarketer, investment in mobile advertising makes up 49% of total spending on digital advertising and, at the end of the year, it could reach US $28,700 million in investments from companies. This tendency shows that these numbers will continue to grow, compared to those of traditional computer display. The data shows that in 2017, investment in digital advertising will reach US$49,800 million, compared to US $ 25,000 million for desktop advertising.

During 2014, brands that invested in mobile advertising contributed to the 79.5% worldwide growth, in relation to 2013. This percentage in sales translates to $US19,200 million. In contrast, investment in desktop advertising reached US $31,600 million in 2014, compared to US$32,400 million in 2013. In conclusion, desktop will continue to be gradually sidelined while mobile increases in popularity.

Analysis sources indicate that mobile advertising produces eight times more clicks than advertising displayed on desktops and gets twice the sales of promoted products. In this sense, the figures indicate that the total sales for 1,000 impressions reaches US$29.90 for a mobile advertisement compared to US$13.10 for campaigns developed for desktop. Companies that opt for mobile advertising produced 15% better return on investment in campaigns, unlike PC.

A very important point to keep in mind when choosing between Desktop or Mobile Advertising, is that while an advertisement can have a lot of clicks, this does not necessarily translate into actual sales transactions.

Day by day, agencies focus on managing digital KPIs as clicks without taking into account that in addition to calling attention and generating awareness, it is also important to sell the product.

So what is the way to go?

Among best practices in the management of either Desktop or Mobile campaigns, it is important to reconstruct purchase history and geolocation so that they point to a particular target audience. If these consumers bought a product or service before, it is likely that they will do so again.

Along the same lines, you can add potential buyers and attract large customers that are still not buying. From there, you can use this to do the calculations on ROAS (Return On Advertising Spending), which represents the amount earned in relation to what was invested. This process serves to monitor and increase ad sales.

Finally, in addition to the tips on how to boost mobile advertising, it is important to create a clear and direct message to the previously defined target audience in order to have an effective campaign and generate sales.

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