Digital Strategies Must Include Mobile

BY Rachel Cagle
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Consumers are more attached to their mobile devices than ever before. According to research from data​.ai, mobile users in the U.S. spend an average of nearly 4.5 hours per day on their mobile devices. That’s even more than during the height of the COVID-​19 pandemic in 2020 (an average of about 3.5 hours per day). So, in order to be their most effective, digital strategies should include mobile.

Digital Strategies Must Include Mobile

Mobile Ad Spend in 2023

Your client’s competition, as well as most marketers in the U.S., are paying attention to mobile’s popularity. So, they’re boosting their mobile ad spend this year. According to data​.ai, global mobile ad spend is expected to reach $362 billion this year. That’s year-​over-​year growth of 7.5%. This trend of increasing mobile ad spend isn’t anything new. It’s been rising steadily since at least 2018, when it was only $155 billion. Your client’s competitors are most likely including mobile in their digital strategies. Is your client putting enough emphasis on it?

Mobile Apps to Advertise On

Mobile advertising extends beyond sending SMS ads. Your client’s ads should appear on mobile apps, but which ones? The mobile app types that U.S. consumers spent the most time using in 2022 included:

  • Entertainment and Short Videos
  • Social Media
  • Media Sharing Networks

The entertainment and short videos mobile app types lead the pack by a landslide, according to data​.ai. The top trending apps in this category in the U.S. include:

  • TikTok
  • Amazon Prime


TikTok seemingly took the country by storm in 2020. Before that, and honestly at the beginning of 2020, the app was seen as a Gen Z‑only social platform. Now, everyone is using it. Not only that, but according to a previous SalesFuel blog, based on a report from Dash Hudson, “TikTok audiences are highly motivated to buy… viewers are looking to learn and get recommendations.” Many brands have added TikTok to their digital strategies. For advice on how to get your client started or improve their ROI, check out the full blog here.

Amazon Prime

Advertising on streaming services such as Amazon Prime, Netflix and Hulu has been a crucial part of digital strategies since the decline of linear TV viewership. With Amazon Prime ranking as one of the top apps of 2022, now there’s even more reason for your client to add both CTV/​OTT ads during commercial breaks, as well as on video-​based mobile apps. Just make sure that your client’s ads are formatted for consumer app use on both TVs and mobile devices.


When you see someone staring at their phone in public, what types of apps do you assume they’re using? Probably social, right? Well, according to’s data, you’re right. Social apps held the top spots in 2022 categories such as:

  • Downloads:
    • Instagram
    • TikTok
    • Facebook
  • Consumer Spend:
    • TikTok
    • YouTube
  • Monthly Active Users:
    • Facebook
    • Instagram
    • TikTok

When designing future digital strategies for your client, you should definitely be researching new methods of reaching consumers on their mobile devices, but don’t forget to include ol’ reliable: social media ads.

How Your Client Should be Utilizing Mobile

Are you wondering which mobile ad/​digital strategies you should pitch to your client in order to craft the most effective campaign? Check out your client’s target audience’s profile on AudienceSCAN on AdMall by SalesFuel. There, you can discover consumer info such as:

  • Which social media platforms they use the most
  • What percentage of this audience took action after seeing mobile, streaming TV, internet banner, and other forms of digital ads
  • Which streaming services they use for TV
  • And much more

Photo by Derick Anies