Third-party cookies, programmatic, big data, shopping apps and omnichannel are, according to experts from the Spicy Mobile agency, the most important trends and events that will shape mobile marketing in 2022 / 2023.
Trend 1. Third-party cookies
The blocking of third-party cookies announced by Google is one of the hottest topics recently and – as shown by a study carried out by Spicy Mobile among people responsible for planning and executing advertising campaigns – one of the key events of 2022 / 2023. Third-party files are currently used in remarketing, retargeting and look-alike campaigns, to the benefit of both advertisers and consumers. Personalised ads have a higher click-through rate (CTR) than their counterparts. And users themselves – thanks to personalisation – see fewer random ads unrelated to their needs, preferences or behaviours.
“Naturally, the first question that comes to mind is how the blocking of third-party cookies will translate into the running of advertising activities,” comments Artur Zawadzki of Spicy Mobile. – “Among the advertising possibilities that will disappear or change are, among others, retargeting in the form we have known so far, targeting based on 2nd and 3rd party cookie segments, dynamic creative optimisation (DCO) based on 2nd and 3rd party cookie segments, capping and cross-site reach measurement, as well as conversion attribution based on third-party cookies.”
According to the expert, there are many other sources of user data that will still be available to advertisers. As an alternative solution to cookies, Google proposes cohort analytics, in which users with a similar browsing history (interests) are grouped into a cohort. Facebook, in turn, has developed a new Conversions API (CAPI) to share data directly from its server rather than through the browser. Entities unrelated to “walled gardens” are also working on their own solutions.
“The removal of third-party cookies should be treated not as a threat, but as an opportunity to develop technology that, in line with new legal regulations, will make it possible to run effective advertising campaigns. It is also a chance to verify other solutions and expand one's own databases. The world of multi shared IDs is coming, and we don't need to fear it, but we should adapt to it,” Zawadzki emphasises.
Trend 2. Programmatic
Programmatic still at the forefront
According to the Spicy Mobile study, as many as 73% of media house representatives consider programmatic to be one of the most promising types of mobile advertising, and 45% list it among the most important trends and events in mobile advertising in 2022. The share of programmatic advertising in the internet marketing market is growing, according to data from IAB Polska, by 20% year on year. Spending on programmatic advertising accounts for 22% of the internet advertising budget and nearly 50% of spending on display advertising alone. However, the programmatic model of buying advertising also faces many difficulties.
“Undoubtedly, the biggest challenge that the programmatic market will have to face is the post-cookies era, which is set to become a fact with the end of 2023. Google's postponement of the date for eliminating third-party cookies by another year gave the entire industry a little more time to prepare for operating in the new reality. Unfortunately, the programmatic market will suffer particularly here, and solutions that allow losses to be limited will be worth their weight in gold for advertisers,” admits Dominik Stocki of Spicy Mobile.
Trend 3. Big Data
Big Data as the foundation of activities
In 2022 / 2023 – according to Spicy Mobile's experts – an even greater role for big data in mobile advertising can be expected. This is the time for gathering data from various sources (including due to the elimination of third-party files), as well as testing various solutions for using it in advertising activities. Advertisers want to be able to reach selected groups of recipients, and methods of reaching based on hard data prove the most reliable here.
According to Marta Sielska, advertisers much more often come forward with requests for detailed reports and analyses. They pay attention to quality traffic, that is, a sufficiently long time on the page, a low bounce rate, high VA, conversions. Depending on the campaign goal, various parameters are key for them. In the case of advertising activities where the goal is sales, it will be conversion. Whereas with image campaigns, the most important are: viewability, reaching the target group as precisely as possible, and reach.
Trend 4. Shopping apps
Shopping apps are gaining importance
The most important mobile marketing trends for 2022/2023
According to a global App Annie study, users are increasingly willing to use shopping apps and spend more time in them. According to Tomasz Kąkol of Spicy Mobile, this data illustrates a trend that we will soon be dealing with in Poland: m-commerce is strengthening and moving from mobile websites to apps.
“74% of people using a phone or tablet with the Android system in Poland have at least one shopping app installed on their device. Having an app is crucial for those retailers who want to strengthen their e-commerce. Retail must adapt to new conditions: capture and sustain the interest of the consumer migrating between different channels and offer them a unique shopping experience,” Kąkol emphasises.
According to a Moja Gazetka study for Spicy Mobile, 65% of consumers admit to shopping by phone, most often users aged 25-34. This group also seems to be the most convinced of shopping apps: nearly one in two declares that they buy in mobile apps and on websites (48%), and a further 23% only in mobile apps.
Trend 5. Omnichannel
Omnichannel connects worlds
The aforementioned study results also show the mutual penetration of the online and offline worlds when it comes to the shopping path: 78% of respondents often browse offers on their phone in order to make a purchase in-store, and 42% admit that they have made a purchase under the influence of an ad they saw on a smartphone. In the opinion of Przemysław Woźniak, mobile is particularly conducive to “direct response” campaigns, which encourage consumers to make quick purchases.
“In addition to the vast amount of user data, the mobile channel also gives brands interactive Rich Media formats, which drive sales through the element of surprise or entertainment. In such ads we use various interactive mechanisms and native smartphone functions, such as geolocation. For several years I have been observing growth in campaigns precisely targeted at specified locations, for example in order to increase footfall in a physical store,” Woźniak emphasises.
The biggest challenge, as the expert admits, is currently the integration of data from mobile with that coming from other digital and offline channels, which will enable retargeting and tracking of the conversion process between different channels.
Edited by: PN
Summary
Experts from Spicy Mobile indicate that in 2022/2023 the key ones will be: the blocking of third-party cookies, the development of programmatic, the growing role of big data, shopping apps and omnichannel. In the study, 73% of media houses considered programmatic to be the most promising form of mobile advertising, and spending on it accounts for 22% of the internet advertising budget. Alternatives to cookies are proposed, among others, by Google (cohort analytics) and Facebook (CAPI). Meanwhile, 65% of consumers shop by phone, and 78% browse offers on a smartphone before making an in-store purchase.
