More mobiles, more mobile advertising

Spending on mobile ads to UK consumers will exceed £2 billion in 2014, according to eMarketer. That puts mobile ad spend on a par with print ads--but by 2015, mobile ad spend is projected to be higher than newspaper ad spend. By 2016, mobile ad spend could even surpass TV ad spend.

Marketers know consumers are using mobile devices like iPhones and iPads for everything from communication to price-checking to shopping to . . . social networking. And with lower-priced smartphones widely available, mobile ownership continues to rise.

No wonder marketers are testing new ad formats and configuring ads specifically for mobile users. Screen sizes differ among mobile devices, an important consideration in ad design.

Also, marketers must understand the buying decision process--where and how consumers use mobile to search for products or brands, to compare prices, to make purchases. That consumer behaviour background will help companies determine what messages to craft, what media to use and when to advertise to best advantage.