Tuesday, July 10, 2018

Your Guide to Mobile Advertising

Mobile advertising spend is projected to surpass televisions ad spending in 2018 due to the increasing growth in mobile ecommerce. This year, mobile advertising accounts for 34 percent of the total media ad spending share, and is projected to grow to 48 percent by 2022! So it’s safe to say that having a mobile advertising strategy should be a priority for your brand. Whether you’ve already got a mobile advertising strategy in place or are just starting to dream up your mobile possibilities, think of this as your guide to choosing your ad mediums and getting the most ROI out of your mobile advertising efforts. Without wasting any more time, let’s jump right into the different ways your brand can utilize mobile advertising.

Banner Ads
Acting as the senior citizen of the group, banner ads are one of the oldest and most common forms of advertising for mobile. They appear as a bar, column, or box containing relevant text or graphics at the top or bottom of the users screen. They are preferred by most for being simple and safe. A few tips: include your company’s logo. This not only helps with brand awareness, but also with gaining the attention of audience. Keep it simple. Since banner space is very small you don’t want to overload the space with information and risk sacrificing readability. And finally, choose your colors wisely. Remember that color conveys mood, and using brand colors can help with brand recognition.

Video Ads
Video ads can be played before media on platforms like YouTube, but there’s a catch. In order to achieve the high user engagement that video ads offer, the content must be compelling to avoid annoying the user. Approximately ⅓ of users of consumers watch videos on their mobile devices, and studies show that 53 percent of people who watch videos on their phone give it their full attention, whereas only 28 percent of those who watch video on TV do. A few things to consider when it comes to choosing where to place your video ads: who is your audience? What are they searching for and watching on platforms like YouTube? What can you convey to them in those crucial first five seconds before that “Skip Ad” button pops up?

Native Ads
Native ads appear as if they’re part of the page they’re on. In other words, they’re designed to blend in by mirroring the content and tone of the of the page or app. They aren’t intrusive, which means they’re one of the least disruptive ad formats. They’re good alternative to the old banner ads since they blend in the context and they are not bothering users’ eyes. Check out these examples of native ads for some inspiration, and if you know what types of sites or mobile apps your customers frequent a lot, then focusing on building solid native ads for those locations could generate a great ROI.

Interstitial Ads
Interstitial ads are ads that take up the entire phone screen. Whether they’re images or videos, for interstitial ads to be effective they have to be attractive enough to gain the users attention and move them away from what they were previously focused on. As a consumer, this is my least favorite type of ad, simply because they take up the whole screen and interrupt what I’m  doing, and require me to exit the page in order to engage with the ad. And it looks like I’m not the only one that feels this way, because according to a study done last year, users found interstitial ads “annoying”, “intrusive”, and “overwhelming”. However, they’re definitely an attention-grabbing option, so if you choose to spring for interstitials, I recommend making that “X” or “Skip Ad” CTA really prominent in order to keep user frustrations from tarnishing your brand name.  

Rich Media Ads
If you’re looking to add a little more eye catching engagement to your typical static ads, rich media is the way to go. Rich media ads include advanced features like video, audio, or other interactive elements that encourage consumers to interact and engage with the ad before they even click through. From playing a short game to spinning a prize wheel, the possibilities for rich media ads are endless. One element that is important to remember with rich media ads is to relate the game or interactive element back to your brand once the user is done. Giving the user an option to go to your brand’s homepage, download your app, or sign up for an email list are great ways to build that connection that extends past them interacting with your ad. Check out this short 2 minute video full of ideas of rich media ads!

Location-Based Ads
This last method of advertising is served through geo-targeting, which allows the message to be customized for that user, at that moment, in that place. And since 93 percent of sales are still happening in stores, creating location-based ads that target customers nearby and influence them into your store is a great way to increase in-store traffic/sales. Here are 3 examples of some big name companies that nailed location-based ads!

There are so many different ways to reach your customers on mobile. And now that we’ve broken down a few of your options and shared a few of our favorite tips and tricks, you should only have one more question: which one should my brand choose?