Why In-App Advertisers Can Still Thrive After the App Install Plateau

exchangewire.com

This year’s plateau in downloads has caused panic among in-app advertisers, who have begun to worry about the app’s premature demise and what that means for revenue. But, according to Todd Miller, global marketing solutions, Cheetah Ad Platform, the app market has simply reached a saturation point, and advertisers must turn their attention to something more important: poor retention and engagement rates.

Is 2016 the year the app died? 

A new report shows that, 24 hours after the app download, only 21% of users remain active and, 90 days later, this drops to 1.7%. Dubbed the ‘app drop off’, this problem includes ‘dormant’ users who keep the app downloaded, but don’t use it.

Advertisers need to make sure that the apps already nestled on users’ smartphones are delighting and engaging them. And that starts with better in-app advertising.

The reason behind poor retention

Instead of pushing new apps into the market, and expecting users to adopt them all, it’s time to look at the quality of existing apps and explore new ways of monetising them. Necessity is the mother of invention, and in-app ad blockers wouldn’t exist if users weren’t getting turned off.

Smartphones are highly personal devices; and a poor user experience feels more offensive on mobile than desktop. Hence why intrusive in-app ads drive some users to uninstall apps just days after download. So, as app downloads level out, it’s time for in-app advertisers to refine and perfect the monetisation of those already on the market. Chances are, users will stick around for longer, meaning developers and advertisers alike can enjoy a healthy app economy.

Solutions designed without brands in mind

Unfortunately, advertisers are buying into last-ditch attempts to engage consumers, like paying them to watch their video ads. Entrepreneurs are jumping on the idea: Raffler, for instance, gives users the chance to win £1,000 if they complete two branded videos, while App Crawler offers credits redeemable for cash or gift cards for a similar end.

These solutions are fantastic for the companies who offer them, because brands are unloading their budgets in the hope that users will engage with their videos if they’re paid to do so. But this circumvents, rather than addresses, the challenges of mobile advertising. More importantly, it’s unlikely users will pay attention to the brand’s message — if they are only in it for the money, they’ll put down their phones as soon as the ad begins.

A cash handout isn’t the answer. Advertisers must try to understand how to convey their message in a way that enhances, rather than interrupts, their audience’s app experience.

Tried & tested recipes for success

Earning engagement is far more effective than buying it; and luckily there are ways to do so that have a proven track record. Here are three strategies which every mobile marketer should consider their centrepieces:

1. Native

Todd Miller, Global Marketing Solutions, Cheetah Ad Platform

The hype around native advertising is justified. It ensures ads fit perfectly into the context of the app without disrupting the user experience. A shining example is Football Manager Classic, where ads are placed on hoardings around the perimeter of the pitch like in a real football game. There is no disruption, because the ads are placed where users naturally expect them to be.

Research from Facebook finds that engagement rates are 20% to 60% higher on native ads compared to banners. Small wonder that in-app native ads in Europe are expected to see revenues of USD$4.7bn (£3.83bn) in 2016, accounting for nearly 90% of all in-app advertising.

2. Video

Fifty-three percent of all online video views in Europe happen on mobile, meaning it has overtaken desktop to become the place where consumers go for rich media experiences. This, in turn, produces greater levels of engagement for the brand; and that’s why video ad networks show a 130% higher retention rate than other networks.

Users should also have the option to skip video ads. They must retain the choice of whether or not to engage. According to Adobe research, over half of British consumers stop watching ads entirely when they don’t have the option to skip them.

3. Tiny data

Every in-app advertiser must build their strategies around tiny data (data collected in-app) about how each individual user behaves within the app) in order to target with accuracy. If content is highly relevant, and shaped around fresh first-person data, then it’s far more likely to spark long-term love between user and brand.

For example, if someone heavily used an estate agent app, then suddenly stopped, it’s likely that they are no longer in the market for a home. So, continuing to target them with irrelevant ads about houses in their neighbourhood simply won’t lead anywhere.

Despite some considerable challenges for in-app advertisers, there are simple ways to make sure more users stick around. Stopping the app drop-off paves the way for a flourishing app economy where developers see both consistent downloads and post-download activity. As a result, consumers can enjoy free content in exchange for engaging with non-disruptive ads; and in-app advertisers see success in the form of greater return on investment and a better understanding of their audiences.

7 UX Design Tips to Improve Your Mobile App

business2community.com

User experience design (UX) focuses on usability, using tools such as user research and usability testing to develop an understanding of users’ relationships to a user interface and their opinions of their interactions with it. Beyond user research and analysis, the visual design of an interface has a significant impact on users’ experiences with a mobile app and should be carefully considered.

In the end, it is a UX designer’s goal to make a user interface that is easy to understand and utilize. UX designers consider how they can improve functional elements of an interface and visual design is part of that. Remember that the look of a mobile app alters how users think about it and how they behave towards it.

The right visual design can produce positive emotions towards a mobile application, improving the user experience and boosting its usability. Users of digital products now expect a high quality user interface and user experience and typically don’t even notice it when it is well designed. It’s usually when a user interface is poorly designed and difficult to use that they tend to take notice of it.

These 7 UX design tips can help you create a user interface for your mobile app that improves its usability and the user experience.

Simplify

Your goal for your application’s user interface should be to make it easy to use. Simplifying your design will make it easier for users to understand and use your mobile app. Regardless of how beautiful and carefully detailed your user interface may be, if users are not able to easily understand and use it, it won’t create a positive user experience. Avoid unnecessary complexity and opt instead to create an application that is simple and easy to understand and use. Remember as Jim Henson said, “simple is good.”

Design on a grid

Designing an interface without using a grid is like going on a road trip without a map. When all your content containers are slightly different proportions and not exactly aligned to each other, your layout will look uneven and create a poor impression. When you use a grid it helps you design proportionally with different items in alignment to each other. Once you get used to designing on a grid, you will find that it is much easier for app developers to translate your interface design into a clean, functional app.

Cut the clutter

With your mobile application, you should have the goal to display to its users the right amount of information at any one time. Keep in mind that mobile users are often on-the-go or otherwise distracted, you want your content to be presented to them in easily understandable amounts that they can review and digest while potentially multi-tasking. You don’t want to display so much content or imagery that the screen is visually overwhelming to a user. Clutter can be there in many forms, including a lack of white space, too many design elements, poor organization, excessive wordiness and other ways. Reduce you application’s visual distractions that get in the way of users being able to easily understand your app’s content or functionality.

Reduce the number of clicks

To improve usability, it is a good idea to reduce the number of clicks a user needs to make to perform a task. Reducing the time and effort that a user must take to complete a task is important, especially for frequently performed tasks. Studies have shown that potentially you are losing as many as 20 percent of your users for each click that is taken to check out when users are making a purchase (Cisco). Streamline your processes to increase sales and retention rates.

Leverage established patterns

Maintaining consistency with established user interface use patterns can improve the usability of your mobile application. When it comes to navigation, there are benefits to following established patterns rather than inventing new ones for users to have to learn once they download your app. You also want to maintain constancy with the operating system you are designing for. Android and iOS each have a distinct style and way of doing things. Avoid confusing your users by sticking with appropriate styles and patterns true to the OS your app will be used on.

Reduce barriers to usage

Make your application as easy to use as possible. When it comes to mobile applications, if a task presents difficulty for a user to complete (especially for first time users), then it is quite likely that they will just quit using it. Reducing barriers to usage simply refers to making the process of learning how to use your application as easy as possible so its users will not feel frustrated when they use it. Let your users get to the content and functionality of your application quickly to improve the value of your app. If you do, you will improve not only its adoption rates but its retention rates as well.

Don’t forget the big picture

The essence of great design is in the details, but, it’s important that you keep an eye on the big picture while working on the details of your user interface. UX design is not about elaborate design; it is about how all the pieces fit together within the big picture to create a positive user experience. Remember that the design of your user interface is there to facilitate use of the mobile application. It exists to help end-users achieve their intended actions.

The design of your app’s user interface shouldn’t just be about how the page looks and feels. You should consider how your user interface fits into the workflow of the user, how each screen and the controls on each of those screens function. You must also consider how each screen reflects the image of your brand to consumers. For those with physical locations for your business, your application should feel connected to the experience of your brick-and-mortar stores, offering users a seamless experience regardless of which touch point they choose to interact with your brand. In the end, it is important that you don’t forget to look at the forest while focusing on the trees.

This is what the future of in-app advertising looks like

brandequity.economictimes.indiatimes.com
Globally, time spent in apps grew by 114% on Android phones from H1 2014 to H1 2016, according to the report

App Annie, the largest mobile app data and insights platform, published its App Monetization Report highlighting key trends that will help shape the app economy in the coming years. According to this report, combined worldwide in-app advertising and app store net revenue is expected to surge 270% and exceed $189 billion by 2020. The report also shows the installed base of smartphones and tablets will be more than double from 2.7 billion in 2015 to 6.2 billion by 2020.

Some of the key findings of the report:

· By the end of 2015, APAC had grown larger than the Americas in revenue. Much of this growth was driven by China. APAC’s revenue is expected to more than triple from 2015 to 2020, while America’s and EMEA’s will more than double.

· Asia will deliver more than $85 billion to publishers by 2020

· Asia Pacific leads strong revenue growth across all regions. The US will continue to experience significant revenue growth, particularly from in-app advertising and drive the Americas region overall.

· The US market will remain the single largest market for publishers, delivering $59B in 2020, compared to $54B from China.

· Transportation apps such as Ola cabs, and shopping apps such as Flipkart, Myntra, etc. attract the staggering growth of 339% and 359%. These apps transform traditional industries, driving innovation and changing the competitive landscape.

· Through 2020, China will be the primary driver of worldwide revenue growth and extend APAC’s lead over the other regions. India is also expected to soar with download growth; Chinese market will get more mature in transition from explosive download growth to one of higher engagement & revenue growth.

Globally, time spent in apps grew by 114% on Android phones from H1 2014 to H1 2016 according to App Annie Intelligence. Communication and Social apps like WhatsApp Messenger and Facebook attract the largest share of time spent. Time spent in the Media and Video category has grown by 212% over this period and is on the brink of overtaking games.

Non-game apps will continue to grow at a faster rate, as game app’s share of in-app advertising and app store revenue will fall from 66% to 55% by 2020. On the other hand, advertising will fuel app (excluding games) publishers as their share of revenue will climb from 34% ($24 billion) in 2015 to 45% ($85 billion) in 2020.

The report further sheds light on revenue growth across the iOS and Android ecosystem where iOS continues to lead the US and Western Europe. While Android leads worldwide downloads by a factor of 7:2, due to its dominant installed base, iOS leads on revenue by 3:2 due to its more affluent customer base. iOS will maintain its lead over Google Play and third-party Android through 2020; though the latter two are projected to grow faster.

Can Messaging Apps Make QR Codes Useful to Your Digital Marketing Strategy?

skyword.com/

If you ever scanned a QR code, chances are it was a while ago. QR codes flirted with relevancy a few years back, but never quite hit the tipping point of mainstream. The QR-code premise was simple: users scan digital markers, akin to bar codes, using their smartphones. The code can then pull up coupons or other information.

For marketers, this was a perfect addition to a digital marketing strategy. By offering users the opportunity to be where their users were, brands could provide an enhanced, immersive user experience that ensured they could help when they were most needed.

Despite their obvious utility, however, QR codes languished. Most annoying for users was the necessity of downloading a separate app just to scan the code, since Apple and Android phones aren’t preloaded with the ability to scan them.

Moreover, even when users did pass the hurdle of downloading a QR reader, the subsequent experience was mixed. QR codes might direct users to a poorly optimized mobile site with difficult-to-access information. Value was similarly spotty: if a QR code simply links to an easily accessible brand page, then the code offered nothing different than a typical web search.

Worse yet, users might not make the connection to the brand at all. In a famous Heinz boo-boo, the company put a QR code on a ketchup bottle for a contest, but accidentally let the domain lapse. Users found themselves unwittingly pointed to a porn site, the Guardian reported.

It’s not often a shunned technology manages to stage a comeback. But take notice, digital marketers: thanks to messaging apps, QR codes may manage to avoid the fate of giant laser discs and Betamax tapes.

Messaging apps may spare QR codes the fate of giant laser discs and Betamax tapes.

Messaging apps Snapchat and Kik have been using scannable codes to help users connect with their friends—but now, these popular messaging apps are upping the ante as pieces of marketing technology. Brands can partner with the apps to create codes and then place them wherever consumers may be in the real world—whether on a billboard in a subway station or in a store. When users scan the code with a mobile device, they unlock special content.

Messaging Apps and QR: A Match Made in Tech Heaven

Why are messaging apps such effective solutions to the QR-relevance problem? First, because they eliminate the fuss of downloading an extra app, while also providing the assurance that any content delivered will be on a familiar platform. Snapchat, for example, is already on many users’ phones, and it’s easier for users to scan a code from within an app they already use frequently. Most Snapchat users understand how Snapcodes work already, lessening the learning curve for scanning codes in the wild.

Perhaps most important is the undeniable fact that Snapchat is cool. QR codes never had that cache; but messaging apps offer the right amount of oomph.

For brands that wished QR codes had made it big, this code revival offers a new opportunity to meet consumers on the go. If users start to use scannable codes regularly, that’s another vehicle for brands to connect.

The Scannable Brand

If messaging apps in China are any model, the US could soon be very code-filled and scannable. WeChat, China’s most popular messaging app with over 700 million users, integrates codes with its WeChat Wallet feature, offering users surprisingly useful features. According to ClickZ, users can do anything from buying movie tickets to paying utility bills: they simply scan a code, and the amount is deducted from their wallet. The most sophisticated brands offer additional features on the platform, including hospitals that allow patients to make an appointment or restaurants who offer ordering via the app.

Back in the States, scannable codes aren’t nearly as ubiquitous. But things are changing, and digital marketing strategy is changing along with them.

Together with ad agency Kinetic USA, Universal Pictures used Snapcodes to promote the movie The Girl on the Train. The billboards, located in subways in major US cities, feature a large Snapcode and a question: “What happened that night?”

At first glance, it isn’t obvious that the billboard is a promotion for a movie. For the Snapchat newbie, it wouldn’t be obvious that the code is even scannable. Instead, the billboard plays to commuters’ curiosity, giving them something potentially interesting to explore while waiting for their own train. For the movie campaign, the codes took users to special geofilters, Ad Age reported.

Netflix used a similar device to promote its Gilmore Girls revival series. At over 200 pop-up cafes, the streaming service served coffee in Gilmore Girls-inspired cups that included a Snapcode. People could take a pic of the code to get a special Gilmore Girls filter, Adweek reported. Snapchat said the one-day campaign reached more than 500,000 people.

In a different twist, messaging app Kik uses codes to connect users with branded bots and other unique customer experiences, thecompany notes. For example, users of the Victoria’s Secret PINK bot can scan Kik Codes in their dressing rooms to get bra fit advice—a feature that will appeal to shoppers who feel awkward about leaving their dressing room to ask for help. Victoria’s Secret, for its part, gets more data about the people who shop at its stores.

What’s in QR’s Future?

One drawback to these updated QR codes is that they are app-specific: Snapcodes can only be scanned by Snapchat users, and the same for Kik Codes. But the exciting part of this marketing technology is the real-world engagement. Users encounter the codes in the wild, proactively choose to scan them, and engage with the content. Brands looking to add codes to their digital marketing strategies need to understand the nexus between where and why a user would scan a code to interact with a brand. A code can be handy in a retail situation, but it also can be a boredom-busting device for captive commuters. For brands willing to invest in the technology, the benefit is in the enhanced engagement rates—users can’t just absorb the content like a preroll ad, they have to take action in order to unlock it.

The rising use ofmessaging apps promises to make codes more prevalent. But as with any emerging marketing technology, the key is harnessing it to provide a tangible benefit to the consumer.

Study: Fake retailer apps bedevil mobile shoppers

retaildive.com

Dive Brief:

• Two out of every three retailers still don’t have an official Apple iOS or Google Android mobile application, leaving open an opportunity for fake retail apps to emerge, according to research by commerce platform Branding Brand.
• The New York Post reports that some fake retailer apps, such as one for Coach, have tried to lure customers through search ads promising promotions and discounts, noting that consumers are sometimes using fake apps to shop without realizing they are imitations — for example, one shopper almost lost $200 trying to buy leggings through a fake Dillard's app.
• Part of the problem, according to Branding Brand, is that Google has been lax about policing Android app submissions, and that Apple's once-rigorous application review process apparently is not as sound as it used to be, either: Apple now allows app operators to buy search ads through its App Store, and some ads are purchased by fake operators intending to improve their position in search results.

• Dive Insight:

  The ultimate point of the Branding Brand research is that retailers really should enable their own mobile apps as soon as possible, or someone else may do it on your behalf — and potentially damage your reputation and your relationships with customers in the process.
  That's not the biggest reason retailers should have an app. They should do it because it makes strategic sense to broaden a brand and selling capabilities by leveraging mobile channels. Some retailers are way ahead of others in this regard, and in how they engage mobile users.
  Merchants who haven't adopted apps probably have their reasons why they haven't, or why they think their customers don't want an app. Having said that, it is kind of hard to imagine that any self-respecting retailer wouldn't want some kind of mobile app, let alone two out of every three retailers. And what better time than the holiday season to get your app up and running?
  If retailers still don’t feel they need a mobile app, they might want to consider some other results from Branding Brand's study, which found that 50% of consumers admit to downloading shopping apps at least once a month; that 69% enjoy using shopping apps because they are more convenient than websites; and that 74% expect to use an app to actually buy things.
  These findings are very encouraging, but there is also a clear problem in the app ecosystem. Google has never been as proactive as Apple in protecting the integrity and security of apps on its platform, and Apple has never been shy about touting its security edge. Apple also has done a lot to showcase retailer apps, like creating a shopping app category in its App Store. Now, however, Apple search ads designed to help legitimate app developers and operators appear to be helping fake apps get attention, though it's difficult to understand what's really happening because Apple hasn't commented publicly yet. That in itself is a problem.
  Retailers that don't have apps should re-evaluate their positions on that because mobile shopping is happening all around them. But it would also be nice if app stores made it harder for that to happen, too.

5 app monetization strategies to remember in 2016

appdevelopermagazine.com

Thanks to advances in artificial intelligence, deep learning and user interfaces, our mobile devices are more accessible and user-friendly than ever before. People are downloading more apps and spending more time in those apps. There are now over four million apps in the Apple and Google app stores – Apple received 75,000-80,000 app submissions per month in last few months.

While this is great for consumers, it’s become much harder for app publishers to gain traction and actually make money through their apps. As venture capitalist Josh Kopelman wrote almost a decade ago, the penny gap – “getting your users to pay you anything at all” – is the highest hurdle for any venture to overcome. The rise of the “try before you buy” trend in app stores only makes matters worse.

The good news is there are a number of monetization strategies for app publishers to keep in their arsenal.

1. In-app Revenue

While nothing new, in-app purchases and advertising remain paramount for monetization.

In-app purchases are based on the premise that if a user enjoys using an app, they are more likely to buy things within it. For gaming apps, such purchases might allow users to unlock new levels or content, exchange virtual goods and services, gain more advanced capabilities, more playing time or more lives.

In-app advertising grew by 66 percent to $21 billion in 2016 and is expected to grow to $35 billion over the next years. 

- Banner ads are the least invasive kind, as users can view them without halting their activity in the app.

- Interstitial (full-screen) ads can yield 5-10 times the per-click revenue as banner ads, however, they must be displayed at the right time. For example, with gaming apps, an optimal time would be after a user completes a level or upon exiting the app.

- Video ads are most effective when their content is authentic, entertaining, emotional and relatable. Users may prefer video ads that play with the sound turned off. Rewarding users with in-app credits for watching a video add is also successful in gaming apps. Vertical video ads in Snapchat and Instagram take advantage of the vertical form factors and stand out from competing ad providers.

- Other rising in-app advertising trends include native advertising, augmented reality geofilters, and object recognition in ads.

While in-app advertising can provide speedy monetization, it can also decrease app retention rate if used improperly. Regardless of which kind you use, make sure to do so strategically and creatively.

2. Charging for apps

As I mentioned previously, the penny gap is the most difficult hurdle to jump in terms off revenue. Considering 95 percent of apps are free to download, it’s especially hard in the app store. However, there are mobile users who will pay up for higher quality niche apps that cater to a very specific need – some niche apps can charge as much as $999 per download!

While such a price point is a fantasy for most app publishers, an alternative solution would be to offer two options – a free,ad-supported version alongside a paid, ad-free one. 

3. Sidestepping Ad-blockers

Mary Meeker’s 2016 Internet Trends Report revealed that 400 million mobile users globally block mobile ads and is expected to grow. A way of reaching audiences is to bypass ad network entirely, by way of:

- Sponsorships: For example, Nike placing ads directly in the Weather Channel app, offering suggestions for weather apparel based on local weather conditions.

- Partnerships and Affiliations: For example, Uber and Pandora recently formed a partnership that enables Uber drivers to play music from Pandora, and a Nikon Lenses app has affiliations with lens renters to give photographers more access to professional equipment. 

4. Enhancing Discoverability

It goes without saying that the easier it is for people to find your app, the more likely you are to acquire users.

First and foremost, let’s talk about App Store Optimization(ASO). In Apple's App Store, over 65 percent of apps are discovered via explicit searches. In order to increase discoverability within the app store, your app name and description must include strong, relevant keywords and graphics.

Search ads, announced by Apple in June 2016, also help promote apps in relevant search results. Relevance is determined by app developer provided metadata (title, keywords, description, reviews, ratings, install- and uninstall-rate, ad click-rate, etc.), and users are targeted based on geography, gender and age. In order to take full advantage of search ad exposure, app developers must set aside budget for improving their metadata and bidding on cost per tap (CPT) and cost per acquisition (CPA).

Many publishers focus on promoting their app within the app store, but you must remember to think outside the box – literally. As much as 35 percent of apps are discovered outside the app store, through advertising on the web and other apps, maintaining presence on the web, social media advertising, public relations and brand building, as well as content, influencer and word-of-mouth marketing.

5. Auto-renewable Subscriptions

The introduction of auto-renewal subscription model has the potential to make indie app development far more sustainable, as it gives users the full functionality of a product without having to “own” it. The subscription model works particularly well for apps that provide access to content, news and editorial articles, media, regularly updated features or any app that relies on a backend service. 

Apple pays 70 percent of revenue to developers in the first year and 85 percent after one year for lapse-free subscriptions (excluding a 60-day grace period), Google also announced 85 percent payout to developers for subscriptions.

In Conclusion…

As the level of competition in the app market continues to increase, the monetization strategies used by app developers are evolving just as quickly. The important thing to keep in mind for any monetization strategy is to know your user base and make sure your techniques cater to their behaviors, emotions and tastes. When you can achieve that, the success and growth of your app will follow.

Marketers Beware: The App Landscape is Changing

mobilemarketingmagazine.com

Cristina Constandache, VP at Cheetah Mobile, shares her insights into how consumers are changing the way they interact with apps, and what mobile marketers can do to keep up.

Mobile is taking centre stage at a rapid rate. According to Mediapost, 2016 is the first year when worldwide mobile ad spend will surpass desktop ($99 billion and $97 billion respectively), and the UK is the only place in the world besides China where mobile accounts for over half of national ad spend. Great news for marketers, who can rest assured that their mobile ad spend is money well spent, as long as they take into account the changing rules of mobile marketing.

For one, we used to scroll and scroll through the myriad of apps that populated our smartphones until we found the one app we needed. Each app would serve just a single purpose, and branded apps blossomed in their thousands on the iOS App Store and Google Play. But this is no longer the case – in fact, according to ComScore’s 2015 US Mobile App Report, quite the opposite. Consumers are now spending 80 per cent of their smartphone time in just three apps, while those that aren’t favourites are out of the game.

So on the bright side, consumers are engaging for longer with the apps they do use. But to stay among those prized few, marketers must use all the user retention tactics at their disposal. What we’re seeing from the mobile frontline is that developers with a strong focus on delivering valuable content, whether editorial or video, are much more likely to successfully retain and engage users.

The appetite for videoIn an undeniably fundamental shift, 53 per cent of all online video viewings in Europe now happen on mobile, according to Ooyala’s Video Index 2016. It’s no longer up for debate whether video should be mobile-optimised – in fact, video must be mobile-first.

Smartphones are highly interactive devices compared to TV, for example, and ads must reflect this. That’s why integrating interactive elements such as mini games or micro quizzes are favoured by many mobile marketers. It’s a similar story for the vertical video format: perfectly suited to the mobile screen, vertical video has rapidly overtaken the landscape format of laptops, pioneered by apps like Snapchat, musical.ly, and Periscope.

Cheetah Mobile is partnering with popular social video apps like musical.ly to bring on the vertical video revolution. Video demand will continue to grow exponentially, but it’s not only video consumers are asking for.

No news isn’t good newsJust like video, editorial content from publishers is in high demand. News streams are found everywhere on mobile from the Facebook app to the iOS home screen. Why? Deloitte research shows UK citizens collectively look at their smartphones over a billion times a day – and if we’re constantly on our phones, the last thing we want is nothing new! The demand for news content is increasing dramatically because we interact more regularly with our devices and expect something new every time we pull down to refresh.

This is the logic behind our recent acquisition of News Republic, a leading mobile news app that tops the charts on iOS and Google Play in many markets around the globe. News content adds value to the user experience and generates high levels of engagement – especially when there is a locally-relevant, personalized news experience powered by a combination of machine intelligence and local editors in individual markets.

Easy ways to embrace mobileThe mobile marketing rulebook might have been revised, but marketers just need to keep pace with where consumers are and what they want – which, let’s face it, has always been their remit. Here are three considerations to revise your mobile strategies in line with changes in consumer behaviour:

Invest in editorial and video content. Consumers’ appetites for mobile content are surging, and marketers can use this to their advantage to drive the best ROI and ensure high levels of user retention. To avoid being left without enough mobile-optimised content to fill digital and emerging channels, brands must begin thinking now how they can allocate resources or showcase user-generated, influencer, and other third-party content to maintain supplies and high standards.

Think vertical. Cisco has predicted that by 2019, 75 per cent of all mobile traffic will be video content. This content must be optimised for mobile, which increasingly means vertical. These days we’re not so willing to turn our phones sideways, and brands must take this into account. As for the benefit for them – many app makers are finding that users are much more likely to finish a vertical video ad than a horizontal one.

Make a move into the app ecosystem. Your brand should be able to offer an app that’s more than a one-trick pony. By integrating social functions, e-commerce, and third party services, as well as funnelling in all that great editorial and video content you’re creating, your app will easily be branded a favourite by your customers and stay in their top three, safe from deletion.

While it may seem like the playing field is shrinking as consumers focus their attention on fewer apps, the growing demand for more content – editorial and especially video – should be seen as an opportunity, not a restriction.