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January 22, 2018

5 Reasons You Need a Mobile Advertising Budget

Mobile and social media ad spending soars to meet consumers where they are.

Mobile Ad Spending
Tim Tim Laehn

Tim Laehn is the Director of Marketing at Denim. He brings nearly 10 years of experience in communications and content strategy for the financial services industry.

Spending on mobile advertising is expected to increase 92 percent from $53 billion in 2017 to $102 billion in 2021. And by 2021, mobile advertising will represent nearly 80 percent of total digital ad spending.1

In case you’re still questioning the need to allocate budget dollars to mobile and, more specifically, social media advertising, take a look at these stats:

  • The average U.S. consumer spends 5 hours a day on mobile devices.2
  • Nearly 80 percent of social networking is done on a mobile device.3
  • Mobile shoppers are two times more likely to perform finance activities using their mobile device.3

But why pay when organic is free?

Many insurance and financial services companies are pouring lots of time and money into sharing content on mobile and social media channels in an organic, or unpaid, way. However, organic reach for businesses has been declining across social media for years.

Recently, Facebook announced it’s shifting what is shown in News Feeds even stronger toward posts from family and friends. This shift signals a move toward what many call “Facebook Zero,” when Facebook will no longer show any business posts for free.

What are the benefits of mobile and social media advertising?

Here are five reasons to invest in mobile and social media advertising:

  1. Meet consumers where they are. As pointed out above, consumers spend a lot of time consuming social media and performing other activities on their mobile devices. And paid advertising provides businesses the best opportunity to meet them there.
  2. Micro-target. Consumers’ social media and mobile behaviors are chock full of information about their preferences, life stages, location, and more. All this data can be used to target ads and marketing messages to consumers most likely to engage. The Denim platform has aggregated more than 1 billion data points on consumer engagement with hyper-local mobile and social media ads powered for insurance and financial services companies. The data contains rich stories about consumer behavior that we’re using to help our customers and users make smarter marketing decisions.
  3. Scale. Social media advertising is a great fit for companies operating with an agent model because it allows corporate marketers to launch local campaigns on behalf of individual agents or advisors. But here’s the challenge: To do that through a platform like Facebook Ads Manager requires the corporate marketer to set up a separate campaign for each agent or advisor — a tedious and time-consuming task. The Denim platform solves that by enabling the marketer to scale hyper-local ads for thousands of agents and advisors across Facebook News Feed, Instant Messenger, mobile websites, mobile apps, and more in just two minutes. (To learn how, schedule a demo.)  
  4. Improve ROI. Advertising dollars can go a lot farther on mobile and social media than on other more traditional channels. Social media advertising follows a pay-per-click model, meaning you pay when users take the action you want them to take (such as clicking through to a web page or filling out a lead form).
  5. Track results. Engagement on social media — such as likes, comments, Tweets, retweets, downloads, shares, and posts — are easier than ever to track and are effective in measuring the success of a brand’s reach. With the Denim platform, easy-to-understand analytics allow marketers to access real-time campaign data and share local insights with participating agents and advisors in just two clicks. These insights provide valuable information about the impact and ROI of campaigns and lead to smarter decisions.

Advertising on mobile and social media is one of the best ways to connect with today’s digital consumers — and it’s only getting better. Many companies recognize this and are adjusting their marketing budgets accordingly. If you’re considering adjusting your marketing budget to include mobile and social media advertising, we’re here to help.

 

1. eMarketer, Mobile Ad Spending, 2018
2. Flurry Analytics, State of Mobile Report, 2017
3. comScore, The Global Mobile Report, 2017

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