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Topics: Advertising, Mobile, Facebook, Google

Mobile Matters

A few weeks ago Pew Research Center released some insightful data about how Americans are using the internet and their mobile devices.
 
About two-thirds of Americans own a smartphone today and 10% of Americans use their smartphones as their only form of high speed internet. Moreover, as of 2014 28% of registered voters are using their smartphones to keep up with politics. That’s up 15% from 2010 and will likely continue to increase.  Additionally, the average adult spends 5.6 hours on a digital device; 2.8 of those hours being on a mobile device. 

It’s easy to assume that these stats only apply to millennials. However, that’s not the case as 74% of Americans aged 55+ in 2014 are using mobile internet. 

Regardless of all this, the majority of ad dollars are still being spent elsewhere. Forty-one percent of ad spends are on television despite only 37% of the average adult’s time being spent watching TV. The biggest shock is that only 8% of ad budgets are being spent on mobile, despite adults spending 24% of their time on the device (this includes non-registered voters). That leaves a $25 billion dollar opportunity for advertisers to develop.

This also means that there is an opportunity for political campaigns to tap into these underserved audiences.

Unlike mobile display ads, desktop display ads mostly just little square or rectangle boxes that on the edge of your article that advertisers can only hope catch your eye. In contrast, mobile display ads can take up the entire screen on a mobile device increasing the odds a voter reads it and engages with the ad. 

In addition, one-in-ten tablet and smartphone users watches video on their devices on a daily basis.  How do you make sure one of those videos is yours? The trick is to keep the ads short in order to capture the ADD attention span of the American Voter. There is an argument that a 6-second video should replace lengthy 30-second ads on mobile in order to be effective. This is shorter than a Vine.  Some may argue about the effectiveness of a 6 second video but it’s far more likely someone will watch that than sit through a 30 second ad.  

Let’s also not discount the data and targeting available with mobile, including potential voters' geographic locations and insights about what websites they visit. Campaigns could use this data to target specific groups of voters with specific messages.

In summary, mobile matters a lot. Utilizing the mobile audience efficiently could be the difference between winning and losing. 

Sources: 
*Pew Research Center
*Mary Meeker's Annual Internet Trends Report

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