NuVoodoo’s Mobile Marketing Guide Part 1 – Ad Attention & Smartphone Ads

The platforms and channels that rank highest on the advertising attention scale have one thing in common: they are dominated by smartphone users. This is the first of a three-part series all about targeting and marketing to consumers via their mobile devices. 

–Mike O’Connor EVP Marketing Strategy

In NuVoodoo’s nationwide digital media survey conducted during the summer of 2023, we gathered responses from over 2,500 participants between the ages of 14 and 54. Our objective was to assess their attention to advertising on nearly two dozen digital and traditional media platforms. We used a rating scale from one to six, with respondents who rated each platform as a five or six, indicating a high attention level.

Below are the top six platforms commanding the greatest percentage of high ad attention across all demographics.  In addition to Total Sample, we’ve included breakouts for narrower generational and ethnic segments:

It’s worth noting that smartphones play a pivotal role in these rankings. The top five ranked platforms, including text messages and smartphone apps, are predominantly used by mobile phone users. For context, Google reported in September that a significant 87.7% of all YouTube views and over 55% of website traffic driven by its browsers or browsing apps originate from mobile devices.

As of June 2023, Statista’s published reports on audio consumption by device clearly establish smartphones as the leading choice. Among U.S. respondents who engage with digital audio content, such as music or podcasts, a staggering 75% do so on their smartphones. This is nearly double the usage of the next most popular audio streaming devices, Smart TVs, and more than triple that of Smart Speakers.  Not surprisingly, in our summer study at NuVoodoo, Digital Audio Streaming Platforms (DSPs) claimed the third spot in terms of high advertising attention.

NuVoodoo client demand for mobile advertising solutions is the primary driver of our marketing department’s growing project work these days, in line with the growth of mobile marketing nationwide.  The United States leads the global smartphone advertising market, with mobile ad spending consistently increasing by double-digit rates each year. Various recently published reports put overall mobile advertising spending in the U.S. at around $170 billion, showing an annual growth rate of 18%.  A 2023 E-marketer survey recently revealed that U.S. marketing experts allocate approximately 19% of their budgets to mobile marketing initiatives. And, there are plans to nearly double this share within the next five years, indicating a strong move towards a mobile-first approach.

Entertainment and telecommunications industries allocate more than 75% of their digital ad budgets to mobile advertising. Retail leads in mobile ad spending, in line with the growth of mobile e-commerce.

90% of our new-client onboarding discussions begin by demystifying and simplifying the mobile marketing landscape.  If you’re confused about how to allocate your marketing dollars, you are not alone.

Advertisers often feel overwhelmed by the multitude of strategies and tactics available for mobile marketing campaigns. The mobile marketing landscape is incredibly diverse, encompassing various channels, formats, and techniques. From social media ads and in-app advertising to SMS marketing and hyperlocal GPS-dependent strategies, there are numerous options to choose from.  Mobile technology evolves rapidly, introducing new platforms and tools regularly. Keeping up with these changes can be challenging for advertisers, especially if they are not well-versed in the latest mobile marketing trends and innovations.

It helps to have experts like the NuVoodoo team on your side.  In the next installment of our mobile marketing series, we’ll share with you what we cover during a NuVoodoo Marketing Needs Analysis Call.  We’ll take you through key steps to define clear objectives while incorporating data, analytics, and proprietary market research to help narrow down choices.  We’ll also review the pros and cons of various mobile marketing options to help you determine your most effective mobile marketing strategy.

But, if you’re pressed for time and need answers now, we’re here to help.  Reach Marketing VP PJ Kling and the team of mobile experts anytime at tellmemore@nuvoodoo.com