Most wonderful time of the year

As the holiday season is fast-approaching, advertisers are pulling up their boots and finalising their plans. And with that, mobile is playing a larger part. With mobile advertising spend in the first half of this year, it’s not just an add-on anymore. From incentives to slow up showrooming to new ad formats, mobile will be key this season. “Transactions on mobile devices are expected to reach 16%” (up on last year) says eMarketer.

As the holiday season is fast-approaching, advertisers are pulling up their boots and finalising their plans. And with that, mobile is playing a larger part. With mobile advertising spend in the first half of this year, it’s not just an add-on anymore. From incentives to slow up showrooming to new ad formats, mobile will be key this season. “Transactions on mobile devices are expected to reach 16%” (up on last year) says eMarketer.

Obviously, leading the mobile pack is the 18-34 segment with transactions resulting from emails a powerful front-runner. The aforementioned article actually talks about email strategy, however the lesson can be translated to display: “marketers should deliver easily digestible content on mobile devices”, otherwise interaction rates suffer.