Mobile: the future of advertising
Smartphones and tablets have taken over the desktop by approximately 60%. A major contributor to this trend is the growth of several apps almost every month as well as the mobility that smartphones and tablets offer to the digital world.
Mobile has continued to grow in the last few years in a vehemently fast pace, thus dominating the marketing strategy of almost all business around the world. Mobile ads are indeed a powerful way to reach a larger audience base as well as a more effective choice for the new millennia when done correctly.
Developing a mobile strategy for your business needs you to understand whom you are catering. Mobile marketing is flexible, thus facilitating you for granular and sophisticated targeting and narrowing your target audience. This makes your conversion rate higher and chances of bringing you a high ROI without wasting a penny on the wrong audience.
A business that determines their target audience by considering the factors of age, geography, gender, user interests/habits and device type they use. Once this is sorted, you can serve ads to them in the best possible way. With nearly 70% of the US population owning a smartphone, mobile usage has become more popular among users of all generations.
Mobile advertising is the next smart way of serving ads to your target audience. This takes your ad campaign to the next level with in-app and web-based ads being the most popular formats of mobile ads.
Another traditional way of mobile advertising are text messaging and multimedia messaging that are still in use. MMS allows marketers to send messages with photos and graphics as well as AV. However, all the operators do not support the service, thus becoming limiting.
In-app ads are extremely popular since they deliver substantial ROI than the browser ads. The click through rates of in-app ads is averaged at 0/56% globally while the mobile web ads account for only 0.23%.
However, not all in-app ads are created equal. Different formats of these ads dictate how they are displayed in the app. Here are three most commonly used formats of in-app ads:
- Native ads are a form of paid media where the ad experience is defined by the user experience that runs in a natural flow and function. They are best to meet the design and feel of the app experience when done correctly.
- Interstitial ads are those that fill up almost most of the screen space and displayed for a set amount of time before disappearing. The user can then continue to the page he was browsing.
- Offer walls are popular for mobile games since they carry the game experience into the ad. It might be in a form of page offering incentives for completing a survey or task, promising a prize in the game in return.
According to industry data, in-app ads perform better that mobile web ads thanks to their flexible formats and ability to get intimate with users.