Mobile Advertising: The Future
Growth of Mobile Advertising
When consumers think of advertising the first thing that pops into their heads are TV commercials or outside billboards. But what about advertisements that appear on your cellphone or tablet. These forms of advertisements fall under the category of mobile advertising. Mobile advertising comes in different forms from direct text messages to banner ads on websites or apps.
Marketers are putting more focus on mobile advertisements due to the increase in mobile usage over other devices as shown in the 3 to 1 ratio between mobile devices and television sets in a household (Kenton, 2020).
Advertisements within apps allow for consumers to have the benefit of using that app for free as well as benefit advertisers with a new more direct way to advertise to their target market. Mobile advertisements have been shown to connect more effectively with smaller audiences than desktop advertisements, through Nielsens Digital Ad Benchmark, with ads directed at people between the ages of 24-44 receiving an on-target percentage of 64% on mobile and only 42% on desktop (Tapping the Full Potential of Mobile Advertising With the Personal Touch, 2016).
New Mobile Advertising Techniques
In a world of mass media, people are bombarded with information everyday all the time on every device. Consumers are learning to avoid advertisements and block out unnecessary information. This is leading to mobile advertisers looking for new creative ways to provide consumers with enough information to get them to click on your ad and go to your app.
Notifications have become the fix to this common problem. However, how one uses notifications can play a big part in how the customer will view that ad. They can either be a nuisance of spam advertisements in which the consumer could care less about or a helpful reminder of new information.
David Shackleton of Business of Apps website, outlines three main points to insure the success of your push notifications:
Timing – making sure you aren’t interrupting the user during important tasks
Personalization – customizing the advertisement to the individual users
Simplification – keeping the information to the point and the amount of notifications to a minimum
(The evolution of Push Notifications in an era of Marketing Fatigue, 2019)
Notifications might have a similar appearance or feel to popup advertisements on a desktop computer, but they don’t hold the same distaste as popup ads do. One of the main factors that notifications hold less annoyance is do to the fact they don’t appear in the middle of your screen completely obstructing your view. In the book “Webs of Influence”, Nathalie Nahai explains how popup advertisements that slide into view on the screen without disrupting the visitor’s experience creates a balance of gaining the views attention without annoying them (2017).
Even though mobile advertisements appear directly in the customers hands they still have the responsibility to be relevant and helpful to the consumer. With help from data analysis, mobile advertisements can be effective for advertisers and beneficial for consumers. Advertisers need the value the trust consumers have for their mobile device and the information they receive from it by creating engaging and targeted advertisements.
Written by: Donna Jean Roberts
References:
Kenton, W. (2020, January 29). What Is Mobile Advertising? Retrieved from https://www.investopedia.com/terms/m/mobile-advertising.asp
Nahai, N. (2017). Webs of influence: the psychology of online persuasion: the secret strategies that make us click. Harlow, England: Pearson.
Tapping the Full Potential of Mobile Advertising With the Personal Touch. (2016, November 22). Retrieved February 4, 2020, from https://www.nielsen.com/us/en/insights/article/2016/tapping-the-full-potential-of-mobile-advertising-with-the-person/
The evolution of Push Notifications in an era of Marketing Fatigue. (2019, May 16). Retrieved from https://www.businessofapps.com/insights/the-evolution-of-push-notifications-in-an-era-of-marketing-fatigue/