Mobile devices are ubiquitous, and their use is rising. According to the Pew Research Center, 90 percent of American adults own a cell phone, and 58 percent of American adults have a smartphone. Consumers spend 60 percent of their internet time on mobile devices, and the numbers continue to rise. Therefore, incorporating mobile advertising in a traditional media campaign can definitely give you an edge.
Ads in mobile apps
In-application ads appearing on mobile devices can help you target the people you want to reach in a more dynamic and interactive way than a magazine advertisement. The two can be used hand-in-hand to reinforce your brand.
Placing ads in mobile apps can be very broad—think ad networks that share advertisements across multiple applications—or very narrow, such as event-based ads, which can hone in only on users who perform a certain set of actions on a specific application.
As more and more clients and prospects begin to use mobile phones for online video viewing, making sure that video advertisements optimized for a small screen becomes paramount. A well-designed video should have critical information front and center, and it shouldn’t be too busy: because mobile screens are small, tiny details may get missed, so it’s better to cut out extraneous visuals when creating a video you hope to use on various screen sizes.
Also, keep in mind that videos often take a very long time to load on mobile devices, so make sure to test your videos on multiple platforms to make sure it meets your performance needs.
According to the IAB, a viewable ad is “an advertising message that appears on a user’s device in such a way that it creates an ‘opportunity to be seen’ by the user.” That means that you can determine whether the ad will be viewed based on whether it meets certain parameters you select. For example, you may choose to only display videos if the screen is not obstructed, or if the viewer has been inside an app for a significant period of time.
Mobile advertising is most effective when it is designed for how a user interacts with his or her phone, rather than simply making a large website smaller. This may include limiting features to the most important ones, creating slideshows or multi-panel scrollable advertisements for tactile mobile phone users, and requiring users to scroll past an ad before it disappears.
Banners can be locked to a single space, but sophisticated advertisers create ones that can be easily viewed no matter how someone holds their phone-- in both landscape and portrait formats.
Push notifications are one other form of mobile advertising that is highly interactive.
Incorporating mobile into your overall marketing strategy is one more way to reach prospects. Tracking the data from each campaign will allow you to further refine and improve your strategy.