The forecast comes as no surprise. In 2017, according to ZenithOptimedia, the volume of advertising on mobile devices will exceed that on PCs. This success is taking place at the expense of other media. For the first time, mobile is becoming the world’s third-largest advertising investment platform. Having become the essential tool of our daily lives, the mobile phone has become an integral part of the advertising landscape in recent years. It’s a fact that marketers have now fully embraced. In 2017, advertisers are expected to spend €87.6 billion on a mobile presence, which is 2% more than the budget for advertising on Internet pages for PCs.

Audiences love creative and natural mobile advertising

This increase in the mobile budget comes at the expense of other digital advertising, which is expected to fall by 6% between now and 2018. In this, advertisers are sticking to the reality of the figures. In a study recently carried out by Quantast on a panel of 3,700 British, German and French consumers, 64% of them admitted to being influenced by mobile advertising. This figure rises to 80% among 18-34 year-olds. What’s more for advertisers, this success would be even more obvious if their ads were more creative!

Video and social networks favourite targets for mobile advertising

Preferred by mobile users, because it naturally integrates content published by brands according to our reading habits, native advertising is the focus of all their attention. According to the Enders Analisys agency, its budget will triple by 2020 to €13.6 billion. The other big winners in mobile advertising are social networks, video and programmatic advertising. For advertisers, social networks are a godsend, and they are taking advantage of their popularity to occupy this less conventional and still virgin territory, while investment in video advertising is rising steadily (+34%) and is expected to reach €434 million this year in France. All the innovations in mobile advertising are having a knock-on effect on programmatic advertising.

Mobile advertising held back by adblokers

Smartphones have become an indispensable tool, enabling consumers to be targeted ever more effectively. They are an ideal medium for programmatic advertising, which, when coupled with geolocation, can optimise the conversion of clicks. 50% of advertisers are already using it, and this figure will rise to 80% by the end of the year. Analysis of the growth of mobile advertising shows that it is constantly improving and adapting to our favourite connected toy, beating out PC advertising, which should see its budgets stabilise in line with other media. However, advertisers are faced with the adage that “too much of anything is bad for you”. More and more mobile users, fed up with overly intrusive ads, are installing adblockers to prevent them from being displayed. It is estimated that 429 million smartphones are now equipped with an application. While this movement is worrying advertisers, it is a reminder that it is a good idea not to put all your eggs in one basket. In France, where the advertising market will be worth €9.9 billion in 2017, traditional media are holding up well. Television continues to gain market share and is now ahead of the internet, while paper advertising, with 28% of the pie, continues to make history.

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