As Technology has developed, so has the world of advertising. Mobile advertising is one of the trending sectors of our current age. In the world of technology, a good advertising campaign undoubtedly needs to focus on better usage of mobile advertising. However, mobile advertising is an entirely new field that differs from the commonly known traditional concept of advert making. Marketers in today’s world use different advanced options to create customer-friendly mobile advertisements to boost their brand names. This helps them attract a lot of customers online and generates higher income. These are the kind of ads you get on your smartphones.
According to IAB’s internet advertising revenue report for the year 2020, mobile advertising revenue increased by 24% between 2018 and 2019, and it also increased by 12.2% between 2019 and 2020. Also, in 2020, the global advertising size was around $73.55 billion despite the Covid-19 pandemic. Based on the analysis, mobile advertising revenue was projected to rise from $98.46 billion to $782.12 billion at a CAGR of 34.8% between the years 2021 and 2028.
Are you curious about what this mobile advertising is all about and want to find out how it works? Would you like to find a cost-effective way to reach your audience via mobile advertising and convert them into regular paying customers? Do you want to know the different types, benefits, and steps in mobile advertising? This article here entails all answers to your questions.
What is Mobile Advertising?
Mobile Advertising describes any form of advertising on smartphones and other mobile devices such as tablets and computers. It comprises all the interactive channels used to reach out to the customers to promote brands’ news and offers through mobile devices.
Mobile Advertising comprises SMS offers, banner advertisements on websites, ads on installed apps and games, and many more. The marketer’s goal is to ensure continuous engagement with the consumers using different types of updates.
How Mobile Advertising works
Today’s modern technology has given consumers numerous options through mobile advertising. Nowadays, people spend much more time online on their smartphones and other mobile devices than going for an outing, watching TV, and doing other common things. Research shows that over 79% of people spend most of their time on mobile devices. This is because of the ease of operation, cost of the mobile devices, and especially the availability of wireless data connections.
To get more customers, most companies and business organizations adopt mobile advertising strategies because the odds of new and existing customers seeing their ads through mobile devices is higher than they would through traditional or local avenues. Also, mobile devices are more mobile and smaller than laptops or computers, and they have smaller screens that are usually optimized for smaller displays. Mobile advertising enables the advertiser and brand to remain connected to their customers every time, even if they are on the move.
The earliest form of mobile advertising came through SMS text messages; later, they developed into mobile web and app advertisement. Nowadays, mobile ads have been developed to the extent that mobiles ads efficiency can now be measured in various methods, allowing you to track your mobile ad engagement rate, depending on your business case. Let’s find out those measures.
Mobile Advertising Measure Methods
These are measures that show the efficiency of your mobile advertising campaign.
- Click-Through-Rate (CTR) refers to the number of users’ clicks on a particular advertiser’s link.
- Secondary Action-Rate (SAR) estimates the number of secondary actions on the link. The expert mostly recommends it because it estimates the actual amount of intentional clicks as there might be the possibility of accidental clicks on the links.
- Cost-per-Impression(CPI) describes payments made for every new ad view.
- Cost-per-Action (CPA) is the payment made for every completed action.
- Cost-per-View (CPV) means payments made for each advertisement’s pop-up.
- Cost-per-Mile (CPM) is the payment made for every thousand views.
- Conversion Rate (CR) is the percentage of users taking their desired actions.
- Install rate (IR) describes the percentage of users installing an app or game.
A few examples of Mobile Advertising common in today’s world include Instagram Story pop-up Ads, images and text ads on Facebook, Snapchat Filters and Ads, video ads on YouTube, image, and video ads in-between videos or games, app notifications, and a lot more.
Pros of Mobile Advertising
1. Accessibility & Geolocalization
The most apparent benefit of mobile ads advertising is reaching your customers anywhere globally and delivering your ad to them directly. For example, if you own a store, you can decide to show your goods or services to customers in your neighbourhood or another country through mobile ads. Moreover, you can also see what customers are searching for to show them the most relevant product or service ads. This will increase the possibility of getting more paying customers and increase the likelihood of those in your neighbourhood coming to your store to patronize you. Also, it’s useful for a new person in a town, as It saves time and simplifies the search. Through programmatic technology, the whole procedure of reaching customers occurs automatically.
2. Understanding customers’ habits and finding new customers
Mobile devices use a unique ID through which your targeted customers’ online and offline habits can easily be studied. If you own an online business, you can integrate with your in-app partner and obtain a mobile dataset about their customers with their consent being received. This data can be included in your campaign as the purpose for a brief. This way, you can increase your customer network and find new clients.
3. High cost-efficiency
Mobile advertising is a highly cost-efficient way of reaching your targeted customers. Compared to radios and tv, the cost of designing a mobile advert is low. Being budget-friendly, you can even afford to send messages to your targeted customers frequently.
4. Easy payments method
Another mobile ads advantage is the ability to pay Immediately. Modern technologies now enable linking a payment card to the phone wallet to carry out money transfers within a few seconds. This is quicker than money transfers through other means.
5. Interactive
Most people like to partake in the ads that appear as a game, contest, etc. An example is gamification; it makes mobile ads much more interactive.
Types of Mobile Advertising
There are various forms of mobile advertising. Let’s go through some of them to have a full grasp of the concept.
- Push Notifications: These are pop-ups that appear on a mobile device. These ads are delivered to the users at any time, i.e., users get notifications regardless of being active or not.
- Banner Ads and Image text: This is the most common mobile ad type; they are commonly seen on websites or apps. Users get redirected to the advertiser’s page after clicking on them. These kinds of ads include text ads, images, and graphics.
- Click-to-Download Ads: These ads redirect the users to google play or apple stores once they are clicked on.
- Interstitial Ads: Full-screen images or videos usually appear at app transition points. These ads do come up when you watch videos or while playing games.
- Video Ads: This is one of the most powerful tools any advertiser uses. They are very helpful to users when they are making decisions. Mobile video advertising is interactive, and it delivers a detailed visual experience, enabling the user to get more familiar with the product or service in question. According to emarketer, in 2019, 87.1% of total mobile video ad spending was from mobile programmatic video advertising.
- Click-to-Call Ads: These are the ads that enable users to call the advertisers directly.
- Geographical-Based Ads: These are advertising messages sent to the website or app users, depending on the users’ location.
- SMS Ads: SMS ads are another powerful and efficient tool for reaching a targeted audience. They are supported by major network carriers and are compatible with most smartphones. They can be easily created and understood by consumers.
Conclusion
Mobile advertising is a helpful and cost-effective technique that gives positive results without reducing the quality of the campaign. With the consumer directly searching the ad placement location through their mobile devices every day, brands need to be present to get noticed and patronized. It’s that simple. With the rising level of creativity available in our digital age, mobile advertising is what we call a must-possessed strategy that will grow and boost your business.