Everyone and their grandmother now proudly?flaunt?a mobile phone, so it comes as no surprise that mobile advertising is one of the most?effective methods of reaching your target customer base. In fact,?mobile marketing has already surpassed desktop advertising, and the mobile advertising market is projected to exceed $200 billion globally this year alone.1?That?being said, this?form of advertising has several notable differences from more traditional forms of marketing such as print, email, and social media. Below, we dive into what mobile marketing is,?how?to effectively use it, and?what?results?can be achieved:?
What is Mobile Advertising?
Mobile?advertising, in its?simplest?form, is advertising that is optimized to be viewed on a mobile screen.?It?may be presented through a text/SMS, as a banner?advertisement?on a mobile site, or as a pop-up within a downloaded mobile app?(these are referred to as in-app?advertisements).??
Since phones are so widely used, as well as social media applications, mobile?advertising?is an incredibly accessible marketing medium. Companies?appreciate the ease in delivery of their marketing campaigns, and the speed in which their ads are viewed by the end user.??
Typically, this form of advertising is highly targeted,?based on demographics, browsing history, and geography.?For this reason,?you’ll?sometimes notice that a mobile?advertisement?will appear?while you’re standing?in close proximity to?the?store .?This?particular location-based?marketing is referred to as geo-targeted?advertising and?can help companies learn more about the preferences and spending habits of their?customer?base, and further, allows them?the capability?of?personalizing?advertising?to their?audience. Customers can like, follow, or communicate with the?brand via social media?platforms; this ability to engage with the consumer in creative ways not only?leaves a more lasting impression,?but helps to develop increased brand loyalty?among their target audience.?
What are the Types of Mobile Advertising?
As?we mentioned above, mobile?advertising?can come in many different forms, with the?most commonly used?being Banner?Advertising, Video Advertising,?Gamification?Advertising,?Interstitial?Advertising, and?Native Ads. Here is a quick overview of each of the top forms of mobile?advertising, and where you can?expect to see them?within your mobile platform:??
These were the first?form of mobile?advertising?to be widely used.?They?typically appear on a webpage or mobile app?as a “banner” or block of visuals and text, intended to redirect the reader to the?advertiser’s page.?While this may be classified as the “old school” format of mobile?advertising, they are still widely used and in-demand due to their cost-effective nature.??
Mobile video?advertising?consists of?product videos, tutorials, or?brand commercials?that have been optimized for the mobile user experience.?Successful mobile?video?advertisements?are?simple,?short,?visually captivating?and?include a call to action?– the conversion rate of?video?advertising?is high as it provides the full visual experience for viewers.?So high, in fact, that?84% of people admit to having purchased a product or service after watching a video.??
Gamified?ads are highly interactive, creative forms of?advertising?that allow the?advertiser?to?engage?the consumer?and hold their attention.?Appealing to the user’s natural?urge to?play, this type of?advertising?is?particularly?effective if?you’re?marketing an app,?as it allows the customer to “test drive” the product.??
This is just a?technical?way to describe a simple concept: ads placed strategically at transition points within games or apps.?These ads will appear as short videos, clips, or?a full screen image, generally while?you’re?climbing to the next level or phase of your game, or as you’re navigating through the pages of a site.?Since?interstitial ads tend to cover the whole screen, this allows more freedom for the?advertiser?to include larger?images?and a?louder, more obvious?call to action.??
Native ads are designed to not interrupt the user experience, but rather?blend into the natural environment of the app,?and therefore cannot be blocked?or minimized.?The design features of the?advertisement?mimic the look and feel of the host page. A great example of this is Facebook and Instagram ads, which tend to blend?in as you scroll through your feed.??While the visuals are still?intended to catch your eye, the call to action is generally more?subtle. Since Native Ads are more muted, they?aren’t?perceived as direct marketing by many users, which can?help boost brand loyalty.???
How Effective is Mobile Advertising?
Considering that mobile phones now outnumber TVs by roughly 3-1, the chances of a mobile advertisement being viewed far exceed that?of?many other conventional marketing methods.??
Units?and methods?of measuring the success/profitability of a mobile?advertisement?are detailed below:?
- CTR -?Click-Through Rate?-?The?number of clicks on an ad or?link.??
- CR - Conversion Rate?–?The?percentage of users?following through on your call to action.??
- Install Rate (IR)-?The?percentage of users installing an app.??
Through use?of mobile advertising?it?has proven to be extraordinarily successful in boosting marketing campaigns, with reported surges in personalized consumer relationships, and consumer engagement rates. As?a bonus, mobile advertisements are generally budget-friendly, so the return on investment is high.??
Studies have shown that the conversion rates of mobile?advertising?now outweigh?desktop or tablet-targeted?advertising.?With more than?5 billion mobile users?worldwide, this is one?advertising?medium you?can’t?afford to NOT tap into!