Google PWA to provide app-like experience on mobile web, but mobile ad spend still lagging behind

Anne Freier

In Mobile Advertising. August 9, 2016

A new report from BI Intelligence discusses the blurring line between mobile apps and the mobile web. Google’s open source Progressive Web Apps (PWA) is right at the forefront of this development.
PWA act like a combination of mobile web pages and apps. This makes for a smoother, more app-like mobile experience of the mobile web.
It’s yet another attempt by Google to lure mobile users to spend more time on web than in-app as an increasing number of consumers are turning to apps to spend their mobile time on. An average 90% of monthly mobile usage is in-app.
Ultimately, that means Google is losing advertising views and hence revenue.
However, not all consumers are equally happy to use apps. In fact, a study by UPS found that 53% of mCommerce consumers prefer to use a website for their transactions. Another 31% stated security concerns of using a retailer’s app and 28% found that they took up too much space on their mobile devices.
Why some consumers do not use mobile retail apps
mobile retail apps
Offering a more app-like experience on web browsers may offer the convenience that consumers are looking for.
The report found that brands should utilise effective mobile marketing strategies to drive users to purchase via their mobile devices. Marketing campaigns are certainly following consumer spending, but mobile ad spend is still behind mobile time being spent.
Mobile devices could potentially lead to an overload in communication, hence marketers need to be careful in creating and scheduling their campaigns.
Messaging was found to offer the broadest reach and highest adoption among mobile consumers. Apps are offering potential for growth, whilst technologies such as dynamic creative optimising has refreshed mobile browser-based ad campaigns.
Video has the potential to drive some solid engagement rates in-app, in addition to location targeting and using beacons.