Mobile marketing is one area that is still overlooked by many of the marketers. However, it’s worth noting that it is something that actually deserves a holistic approach and strategizing. By 2021, mobile internet consumption is projected to rise to 155 minutes as compared to desktop which is anticipated to be around 37 minutes. Mobile-friendly websites and marketing strategies are crucial to maintaining relevance in today’s age. (1)
Simply put, mobile advertising is the visibility of a brand or a business in the form of ads that are optimized for mobile phones or any other mobile devices. It could be through apps, websites, social media channels, etc. These ads can appear in multiple formats and each format has suitability of its own in terms of business objectives, target audience, etc.
How Is It Different From Display Advertising?
Although mobile advertising works in a similar fashion as display advertising, there are tons of techniques involved in this. To run a mobile advertising campaign, an advertiser must still follow the process of programmatic advertising. However, there are notable differences like placement, creative strategy, etc.
Here, marketers are free to let their creative juices flow since the mobile marketing ecosystem is majorly dependent on apps. This also gives developers an opportunity to monetize their apps since most of the apps are downloaded for free or based on freemium business models. Other than this, the use of ad blockers is relatively lesser here than display advertising.
Besides this, in mobile marketing, the chances of ad fraud are much lesser than display advertising, because it is difficult to imitate clicks or even impressions in this ecosystem. Also, it’s worth noting that desktop users outdo mobile and tablet users per month ($65 to $71) and mobile users are twice as likely to make purchases than desktop shoppers. (2)
Benefits Of Mobile Advertising
1. Greater Connectivity
As we discussed the statistics, it’s clear that users are spending most of their time on mobile devices. Smartphones especially, have become an integral part of our day-to-day lives. With mobile phones, there’s a sense of closeness and reaching out then becomes relatively easier. Other than this, accessibility is also a driving factor which advertisers can take benefit from.
2. Creative Alternatives
Since there are many creative formats available to the marketer, there’s enough room for marketers to try different creatives for websites, social media, or even apps. Each channel and format will have its own uniqueness and features suitable for respective business goals and objectives. All of this makes mobile marketing an upper edge.
With mobile advertising, there’s a greater chance of personalization as there since a single handset is majorly used by a single person. Given this, it’s now easier to understand the prospect – what they like, their preferences, journey, and so much more. This makes it easier for marketers to create an ideal mobile marketing campaign with detailed precision.
4. Better Targeting
Mobile phones can deliver highly targeted campaigns owing to device IDs. As we discussed, a specific handset is majorly used by a single person only. This opens so many novel opportunities. Marketers can make use of location-based targeting to deliver precisely targeted campaigns. They can also leverage behavioral targeting or contextual targeting along with it.
5. Enhanced Engagement
Since mobile marketing is highly personalized and targeted, there’s a high engagement rate associated with the same. As mobile phones are getting interactive, users are enjoying and engaging with the ads at the same time. This opens new perspectives for the users to perceive the product.
Types Of Mobile Advertising
1. Banner Ads
Banner ads also known as display ads are the oldest and most widely used form of advertising. It is simply a rectangular ad that can either be animated or static. It usually includes images and some text. If the user clicks on the ad, they get redirected to the landing page of the advertiser or the relevant CTA. Such ads appear at the top or at the bottom of an app or website and mostly support brand awareness campaigns as there isn’t much space for elaborative information.
2. Social Media Ads
Social media advertising can get a bit complicated and time-consuming, but if done properly, can derive greater benefits. Social media ads are getting popular each passing day – be it facebook, snapchat, twitter, instagram, each platform comes with its own benefits and unique suitability. However, it’s important to analyse each platform and choose the one that suits your business objectives the best.
3. Native Ads
Native ads are those that blend perfectly with the original editorial flow of the app or the website and appear as sponsored or promoted content. These ads are unobtrusive in nature and hence go unrecognized by the ad blockers. Native ads work well with both advertisers as well as users since they’re uninterruptive and users usually don’t get ad fatigue. For elaborative information on native ads, you can check this blog.
4. Interstitial Ads
These are full-screen interactive ads that obstruct the display of the ads. Such ads usually appear as the user pauses the game, leaves the website or exits the app. Interstitial ads appear with less of the text and more of graphics. There are also those that contain rich media. These ads have a visible call-to-action along with an ‘X’ button which can be clicked to close the ad.
Creating A Successful Mobile Advertising Campaign
– Identify your target audience: In mobile, it’s relatively easier to identify your ideal prospect. Take a note of your audience persona and gear up.
– Be clear with your goal: The next step is to be as much clear with your goal as possible. Be it brand awareness, lead generation, etc make sure to specify the same before launching the campaign.
– Keep your targeting as precise as possible: There are multitude of targeting options available in mobile advertising. Successful campaigns are always highly targeted.
Choose an ad format that best suits your business objectives: With various ad formats available to you, choose the one that works the best for the goals you’ve set.
– Get as creative as possible with the creative: Now, in mobile advertising, there’s plenty of room to try out various creative options. See what goes well with your target audience and keep experimenting.
– Launch the campaign: And weew! You’re ready to launch the campaign.
– Monitor and optimize as required: The very crucial step is to keep an eye on the campaign and optimize it to achieve better results.
If you’re looking to launch a programmatic mobile advertising campaign for your business, we at Vertoz provide high-end robust services and a fully self-serve white-labeled programmatic platform. You can book a demo or sign up directly.