Mobile Advertising- History of Mobile Advertising
Mobile advertising is a form of advertising on mobile phones or other mobile devices. Today, mobile advertising is running strong. According to Business 2 Community, in the first half of 2018, a report by Interactive Advertising Bureau and PWC showed that marketers spent $30.9 billion on mobile advertising alone, which marked a total of 63% of their digital ad-spend (Know Online Advertising). While mobile advertising is one of the more popular forms of advertising today, it took time for its popularity to grow. According to the website, Know Online Advertising, in 1993, the first clickable web ad was sold to a Silicon Valley law firm by a website called Global Network Navigator (Know Online Advertising). In 1994, the website, HotWired, was the first web site to sell banner ads in large quantities to a wide range of major corporate advertisers (Know Online Advertising). Mobile advertising began to grow strongly over the next couple years and in the early portion of 2013, total global subscriptions for mobile advertising exceeded 7 billion (Know Online Advertising). The growth in popularity is due to the fact that consumers are embracing the newest technology that will ease their life a little more (Pavel). Businesses are specifically tailoring their ads to be more mobile friendly in order to keep up with the advances in technology. Another reason why businesses are putting a lot of time and effort into mobile advertising is that more people are just buying smartphones and tablets since they are smaller, lighter, more affordable and portable compared than PCs and laptops. Web psychologist, Nathalie Nahai, states in her book, Webs of Influence, that ads delivered on mobile platforms tend to perform significantly better than on desktop (Nahai, pg.76).
Due to the recently increased technological capabilities of smartphones and tablets, companies have come up with creative ways to advertise their products on mobile devices. Pond’s, a brand that sells beauty and health care products, partnered up with InMobi to create the “first face detecting augmented reality rich media mobile ad (Raghay).” The ad provided people a unique and relevant brand experience so they would hopefully buy the brand’s new Acne 10-in-1 Solution. When users looked at their phones, the camera would track various features of their face and automatically detect the acne-prone areas of their skin. The interactive ad made the company stand out in a market filled with similar face products. GAP is another company that got creative when it came to mobile advertising. To connect with Millennials, GAP created an ad on Instagram that showcased a decade long archive of the world’s top logos. In that ad, GAP showcased its new collection and enable viewers to become a part of the logo remix launch with an energetic full-screen carousel ad in Instagram stories. The 19-day ad campaign was success as they saw a 73% high click-through rate than in its past Instagram ads and a 4-point rise in message association (Raghay).
Mobile advertising has grown a lot in popularity and has become more interactive as technology evolved.
Intro to Mobile Advertising- https://www.youtube.com/watch?v=pEg3YzvCtxA&t=35s
References
Avinash. “History of Mobile Advertising.” Know Online Advertising, www.knowonlineadvertising.com/online-mobile-advertising/history-of-mobile-advertising/.
Follow, Lorraine Pavel, and Lorraine Pavel. “Mobile Advertising – Why Is It So Successful?” Business 2 Community, 9 Apr. 2019, www.business2community.com/digital-marketing/mobile-advertising-why-is-it-so-successful-02187697.
Haran, Raghav Haran Raghav. “11 Companies That Are Doing Mobile Advertising Right.” Single Grain, 16 Jan. 2020, www.singlegrain.com/blog-posts/mobile/11-companies-that-are-doing-mobile-advertising-right/.
“Introduction for Advertising on Mobile.” YouTube, YouTube, 14 Jan. 2019, www.youtube.com/watch?v=pEg3YzvCtxA&t=22s.