Adotas is pleased to have a Q&A with Galia Reichenstein, Taptica COO and Head of U.S. Sales, on mobile e-commerce trends in 2016.
A: We can expect to see a huge surge in mobile advertising as classic brick-and-mortar retailers invest heavily and leverage user engagement to drive both online and in-store activity. As consumers’ attention continues to fixate on mobile devices, those advertisers that are able to put the vast amounts of audience data and information available to work will get a leg up on their competitors.
Q: How will advertisers leverage this massive amount of data in the year ahead?
A: This is going to be a must — not just a luxury or selling point — any longer. Advertisers have invested a lot to acquire new users and collect raw materials. When that is coupled with users being at the forefront of brands’ decisions, companies will need to work more on re-engaging their existing users, improving the user experience, using location based techniques to re-engage, including using feature marketing, using content, etc.
Q: Who are the big players in mobile e-commerce?
A: Ownership of mobile moments will be further consolidated by Facebook, Google, and Apple, who are building, buying and amassing the audience and data, or information about consumers, to dominate consumer attention on mobile devices.
Q: What will it take to get advertisers to adopt a more multi-screen approach in the year ahead?
A: Since the ad space is specialized (video, mobile re-engagement, social, user acquisition, branding, display, search, etc.), advertisers currently work with different vendors to reach each goal for their campaigns. As advertisers start to unify their advertising budgets and look at the overall spend, however, they will start to experience this fragmentation more often. As a result, advertisers will look for the partners that are able to work on multi-screen solutions. Companies that have social and nonsocial offerings’ data combined will come out ahead in 2016.