We all know that mobile advertising is a great way to reach potential customers, but how effective is it?
Mobile marketing generates more than half of the total digital ad spend. But how does it works and how many types of mobile ads using for business ads campaign
Mobile advertising is one of the most powerful marketing tools for business in the future. This article reveals the key mobile campaigns and which strategies work best for e-commerce businesses.
What is Mobile Marketing?
Mobile marketing is the use of mobile devices to communicate information about a business or other organization. These include smartphones, tablet computers, and SMS.
Two popular forms of this are building mobile applications that interact with specific services provided by organizations (e.g., using QR codes to get special deals or coupons, or connecting with social networks) and developing websites that are meant to be used or accessed using mobile devices.
Mobile Advertising vs. Mobile Marketing
Mobile marketing techniques may include email, SMS, MMS, application download (also an App), in-app advertising, mobile website
Mobile advertising is the delivery of marketing messages to a mobile device such as a mobile phone or PDA. It may include display advertising, interactive ads, advergaming, one-click ads, and e-mail marketing.
Mobile advertising requires the same elements as other online advertising – a creative element, a targeting strategy, and tracking mechanisms. Mobile ads can be delivered through many different ad networks including web-based ad networks, application-specific ad networks, SMS/MMS aggregators, and mobile web portals.
Why is Mobile Advertising so Effective?
More Time Spent on Mobile Devices
Before the rise of Mobile Advertising, a business would have to invest a significant amount of time and money into marketing strategies that could yield little to no results.
With the mobile market booming (reaching over 1.3 billion users), businesses finally have a way to reach their audiences with ease and promote their products and/or services. The more time people spent on mobile, the more advertising messages are delivered.
High-Frequency Access & Personalization
Mobile advertisements are often viewed as a nuisance due to their high frequency, but companies continue to find ways to make them more intrusive. A recent study from a leading analytics firm found that mobile advertisements are much more relevant to consumers’ interests than desktop ads.
Relevance – Targeted Immediately
Recently, mobile advertisements have been a little different. Targeted ads are more effective than ever before depending on what device a consumer is using.
Mobile phones allow for the collection of a large quantity of data on users such as location, Demographics, Age group, Mobility, Shopping habits, Preferences & History, and Online pages visited.
Based on the data of customer behavior, this is a great way for businesses to make an effective targeting tool to increase customer satisfaction and in turn, boost sales. Targeting advertisements are extremely successful in recent years, with reports showing almost 70% of marketers believe that digital marketing will overtake television advertising.
Cost-Effective
Advertising through mobile apps is not only convenient for businesses but also cost-effective. If done right, users are twice as likely to click on an ad when they are using a mobile device. Not only that, but because of the limited screen space, users are less likely to ignore the ads being shown.
Conversion Oriented
Additionally, through mobile advertising, marketers are now able to take advantage of push notifications that have shown to be twice as successful in promoting an app/product/service. Push notifications are messages that are sent to users directly, requiring them to opt-in first before they can see the content. The push notifications can be seen as spam if mishandled but done right, it has proven to be a valuable tool.
Mobile Ads Are Interactive
One of the biggest reasons why mobile advertising is so effective is because it’s interactive. As opposed to traditional ads, where your message is one-way, mobile marketing ads allow the consumer to be involved in what they’re seeing and experiencing.
Mobile ads can also take users directly where you want them to go – whether it’s to your website, a coupon for their local store, or any number of customized options. Viewers can take action by sharing useful information on social media, commenting on your posts, or shopping online immediately.
Types of mobile ads
These are some types of mobile advertising that offers many more options to the publishers such as:
Banner Ads
A banner ad is a graphic displayed within a web page. The graphic is generally static, but layout and content may vary depending on the needs of the website and the advertiser’s creative ideas. It is a form of advertising on the Internet that uses banner ads to promote products and services. Some common ad formats used on the web today are graphical banners.
A typical banner ad will contain one or more very large graphical elements that display different images or text and may include some “link” space (a link to another website or webpage).
Native Ads
Native ads are similar to banner advertising, but the information is not conveyed directly. This is an advertising form that matches your website content. The advertising is displayed within the app’s natural mobile environment and hence fits in with the flow.
Interstitial Ads
They are designed for mobile displays. Interstitial ads are full-page ads that open up over the mobile website you’re visiting. Interstitial ads are intrusive and often very annoying for mobile users as they take up the entire screen, only allowing the user to close them out by tapping on an “X” or small “close” button. Interstitials ads, at times, can decrease the usability of the mobile website.
Video ads
Video ads are also known as Video Interstitials or Video Pods (VP). Video Interstitials are like TV commercials. Video ads can increase in length (up to 15 seconds), and the user must view the entire ad for any content or link to be activated. Video ads can hold information about a new brand, product, service, upcoming sale, or special offer, and the user cannot access the content
Gamified mobile advertising
It means monetizing the user experience in games by having advertisements. Gamification is a process that has been used to make something more interesting and enjoyable by adding gamification elements like points, badges, and levels.
We all know more about the types of mobile advertising, the more strategies we can use for our marketing mix campaign.
Key Mobile Ad Strategies That Work
Here are 10 keys mobile ad strategies that work:
Offer an incentive for making a purchase offline
If your company offers products or services exclusively in retail stores, you should make sure people know about it. The easiest way to do this is by offering a discount on the product they want, encouraging them to buy it offline.
Track stores’ inventory using Bluetooth
Mobile ad trackers can use Bluetooth to scan for products with low levels of stock in nearby stores and provide users with real-time updates. This works best if you have a retail store that gets a lot of foot traffic. The tracker uses data from shopkeepers to detect when products are being sold so it can tell users about product availability.
Advertise with audio notifications
The average person checks their phone 150 times a day, and many times it’s for something they heard about while listening to music or the radio. This means they might be more likely to respond to audio ads on their mobile devices than other types of ads.
Time your ad’s delivery according to local events or user preferences
You can create hyper-localized ads by using data about the location of users’ phones, like weather conditions and time zones, in your ad campaigns. For example, if it’s summer in New York City, you can advertise pool toys to people living nearby. Or say a user is browsing your website at 6 pm on a weekday. You can send them an ad about happy hour specials at their favorite bar nearby.
Let users make purchases straight from the ad
Product ads that give the option to purchase straight from your ad will be more likely to generate sales than those that don’t. It’s also good to include an image of the product in the ad so users can see it. Including a QR code can help people go directly to where they need to be to purchase if they want.
Advertise on streaming apps
Many people spend time watching YouTube videos and listening to music streaming apps while they’re on the go. If you want to reach these kinds of users, consider advertising on popular streaming apps like Spotify and Pandora. These ads work best if they include a link that takes viewers to your ad’s website, where they can purchase your product or service.
Use a QR code in a print ad
There’s still a large percentage of the population who doesn’t use smartphones, so it makes sense to have a QR code in your print ads if you want to reach them. Make sure that people understand what they’re looking at when they see it though. You can include an explanation below your QR code so they know what to do with it if they see it in real life.
Advertise through push notifications
Sending out targeted ads that use users’ location and demographic information is a good way to get them interested in your product or service right away, which will likely lead to more conversions. Think of a notification from Groupon that’s sent to someone who lives in your area and might be interested in what you’re offering.
Create location-based ads
People tend to respond well when they see ads for products or services they have an interest in at the moment, so it may be a good idea to display location-based ads that target users who are close to your store or business. Displaying ads with hyper-localized content is a good way to connect with people on an emotional level and get them to purchase what you’re offering.
Learn from the pros
If you want to get it right the first time, you can learn what works best in mobile ads from brands that have already hit it big. These are just a few of the many examples of successful ad campaigns that have gained tons of attention for their innovativeness and creativity.
F.A.Q
How effective are mobile ads?
Mobile advertising is the practice of promoting an advertisement to consumers through their mobile devices. The ad can appear within a mobile application, on a web page, or a mobile website. Mobile advertisers usually spend most of their budget on search ads because these have the highest conversion rates. They also use mobile website ads and interstitial mobile ad formats, which are web page advertisements that take up the entire screen of a mobile device.
How to measure the effectiveness of mobile ads?
The problem with mobile advertising is that it’s hard to measure. Many companies try to use click-through rates (CTR), but this metric isn’t reliable because you could be getting a lot of clicks from bots or people who don’t want your product. Plus, CTR doesn’t tell you anything about conversion rate.
Mobile ad effectiveness can be measured by looking at cost per action (CPA). CPA tells us what our average customer spends on an order after seeing an ad. By using CPA we’re able to see if our customers are spending more than they would have without seeing the ad. Our company has found that for every $1 spent on mobile ads we get $2 back in profit – which means that for every dollar spent on AdWords we get $1 in profit and $1 in new revenue!
Why are companies using mobile advertising extensively?
Mobile marketing strategies aim to engage mobile users in a personalized fashion, thus boosting sales and keeping customers satisfied. Mobile has become the primary source of information for many people today. It’s no longer surprising to see someone whip out their phone or tablet to look up reviews for a product they are thinking about buying before making a purchase. This trend is expected to continue as mobile internet penetration climbs. So how can marketers keep up with this change? Mobile advertising is the answer.
Conclusion
Mobile advertising is more than just a way to get your company’s message out there and into the public eye. It can also be an incredibly effective tool for delivering personalized messages that resonate with individual customers, as well as providing new avenues for customer service. By taking advantage of these benefits, you’ll not only increase sales conversions but provide higher levels of satisfaction among all types of consumers. If this sounds like something you’re interested in exploring further, we’d love to chat about how mobile marketing could help take your business’ success even farther!