Mobile offers a tremendous opportunity to reach high-value prospects.
Advertisers need to take advantage of the opportunities that are available. Full-screen video demands a viewer’s full attention, native formats can ease the disruption that ads cause, and search ads are highly noticeable.

These are some statistics:
• 56% of mobile and 57% of tablet users search for products on a weekly basis, compared to only 37% of consumers using desktop.
• 52% on mobile and 53% on tablet use their devices to compare prices weekly, compared to 34% on desktop.
• 46% of mobile and 50% of tablet users will read reviews online once a week, compared to 28% on desktop.
• 35% of mobile and tablet shoppers buy products at least once a week, compared to only 15% of desktop users. Mobile and tablet shoppers also participate in more omnichannel sales experiences than desktop users, meaning web experiences on mobile and tablet have a bigger impact on purchases made both online and in-store.
• Desktop users are being outspent by mobile and tablet users ($64 to $71, respectively) per month and mobile users are two times more likely to make purchases of $250 or more than desktop shoppers.
Despite mobile accounting for 63% of total digital time spent in 2015, it only attracted 35% of all online ad dollars. However, there’s increasing proof that mobile ads are not only effective, but that they actually work better than desktop ads at driving key brand lift metrics. Mobile ads perform especially well in lower funnel metrics such as likelihood to recommend and purchase intent, where mobile brand lift was more than double that of desktop.
• Why do mobile ads work so well? One hypothesis is that mobile ads cover a greater portion of the screen, causing them to appear more directly in the consumer’s field of vision (and in a very lean-forward environment). Conversely, desktop ads can be more easily overlooked if they’re small relative to the content on the page or if they’re positioned in less prominent real estate, such as below-the-fold or off to the side. Mobile’s success in the lower funnel might also be attributed to mobile users often being closer to the point of purchase than when they are on their desktop computer.
• Whatever the factors may be, the fact that mobile ads work so well from a branding perspective is something that advertisers should take note of. A reluctance to shift more of their budgets to mobile may be leaving a significant opportunity unrealized.

Digital Advertising

Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision. The challenge of meeting the modern buyer’s expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.

There are three main types of digital advertising: paid for advertising such as Google AdWords, acquired advertising such as communications generated through public relations online, and finally company generated advertising whereby the business uses its own blogs, apps and other platforms to communicate.