The release of the iPhone 6 Plus will see Apple’s first venture into the already crowded phablet market, an area currently ruled by Samsung, who have 45% of the phablet market in the UK and US. But what does Apple’s newest venture mean for the mobile advertising industry?
The growth in use of larger smartphones has already had a massive impact on mobile content consumption in behaviour; larger screen sizes generally have direct correlation with video engagement. In a study released earlier this year, 42% of global consumers said that they’d view more media on their mobile devices if they had larger screens. This is from the same group of respondents with 72% already watched video content regularly on their smartphones.
Apple’s phablet launch will see it’s brand evangelists moving into the phablet masses… but it’s also a signifier of a growing trend in mobile design towards a literal ‘bigger and better’. One that is seeing phablet shipments increase 60% annually.
The difference in screen size between the iPhone’s former generations (such as the iPhone 5S at 4 inches) and the 6 Plus (at 5.5) is huge. The new 6 Plus screen has almost 88 percent more viewing area and nearly three times the pixels than iPhone 5S. In design terms, three times more pixels and 88 percent more space can spell out the difference between a successful advertising campaign or out and out failure.
Responsive design has suddenly become more important than ever.
The industry is seeing a push towards a need for precision in adaptive streaming, advertising, and web technology. Designers, advertisers, and marketers will have to expand beyond the old-time models of three different layouts or videos for mobile, tablet, and desktop. Video Streaming Technology (Like AdSpruce’s unique Any Screen Advertising Platform) will need to cope with new aspect ratio and display sizes. The sizing between devices is becoming incremental, rather than definitive. There will be more distance like the 18mm gap between an iPhone 5S and an iPhone 6 and less of leap, like the space between the Samsung Galaxy S4 Mini and a Galaxy Mega.
With the iPhone 6’s improved memory size and processing power, streaming of content to mobile devices will also become more popular as other manufacturers rush to meet it. Streaming will be looking at further uptake and, like video, a huge uptake in advertising spending as more advertisers switch focus onto it.
It was reported this week that mobile marketing is seeing rapid growth in developing markets like India. Now mobile is seeing development not only in device up-take and mobile video consumption, but in technology and it’s scale. With Apple’s new phablet and wearable accessories hitting the mobile market, the new competition between manufacturers may will see a similar market upheaval to that witnessed after the launch of the iPhone.
It’ll be up to advertisers and marketers to keep up.
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