You may have heard the phrase “put your money where your mouth is”, meaning back up what you say with action. The same is true in advertising in the sense that you should put your ad spend where your audience spends time. This week’s advertising insights explain why you need to invest more in your mobile strategy, such as advertising in mobile apps, with examples for the financial services and entertainment industries.

Overall, there is a $22 billion dollar opportunity to reach customers on mobile according to the Internet Trends report for 2016 by Mary Meeker and KPCB. This is because 25% of time spent in media is on mobile, but under half of that percent (12%) in ad spend is dedicated to mobile channels. Although advertisers have closed the gap since last year when the opportunity was $25 billion, this the gap is still too great and mobile ads should be a priority. There are a plethora of ways to advertise on mobile such as targeting the app ecosystem through dominant platforms like Facebook and Google.

It’s great to know you should dedicate efforts towards mobile, but how do you develop a well-balanced cross-channel strategy? Financial services brands, for example, should begin by shifting routine interactions to digital channels. According to Nielsen, Consumers turn to their smartphones over in-person visits for activities such as retrieving account information (33% mobile vs 18% in person). This behavioral change produces actionable data for you to personalize ads when finances are top-of-mind for your consumers. For example, once a customer has signed up for a new checking account, send them personalized email encouraging them to download your mobile app to aid in retrieving account information. If they don’t take the action right away, target them with a mobile app install ad. The key is to test, analyze the ROI, and continuously improve your customer journeys across all your digital and physical channels.

Mobile is also great for direct response advertising to drive a specific action. Twitter, a mobile-first platform, is intrinsically linked with the entertainment industry as users turn to the platform to publicly talk about and learn more about the entertainment they like. Therefore, it makes sense that Twitter ads are efficient at driving movie ticket sales, but just how efficient? Well, Twitter recently shared data that shows the return on ad spend for driving ticket sales in the United States was 3.5 times higher than other media channels. If you haven’t already, power your Twitter campaigns with CRM data or social listening to reach the right user, with the right offer, at the right time to drive action. For example, segment past moviegoers by movie genre and target them with Twitter ads when a new movie in that genre is released.

The impact that both an insurance and a food and beverage brand saw by coordinating TV and Twitter ads was HUGE. Download the case study to learn more and inspire your cross-channel campaigns!