Mobile Advertising
By, Caterina Posa
What is it?
Mobile advertising are ads and ad campaigns expressly designed for mobile devices. They work very similar to any other type of advertising campaign. Examples of mobile advertising include banners and pop-up ads.
Advantages of mobile advertising
There are a couple of advantages of mobile advertising. One of them is increased time spent on mobile devices. Since we are on our mobile devices so much, we increased our chances to see different ads. The pandemic made us on be on our devices more than ever due to being quarantined, this helped mobile advertising grow. Another advantage is that you are able to reach a broader market. Since we are always on our phones and our mobile devices, it is easier to reach a broader market. This broader market can range between demographics. Starting with children and teens on certain social media platforms and adults on other platforms. The other advantage would be that it is a better buy. “Phone-based CPCs cost 24% less than desktop clicks. Phone-based ads have a 40% higher CTR. And do not say mobile users do not make purchases: 35% of mobile and tablet shoppers buy products at least once a week, compared to only 15% of desktop users.” This quote is describing that more people are willing to purchase something online when they are on their phones because it is easier. Another advantage is geotargeting capabilities. This means that mobile enables location marketing in a way that desktops cannot. We have our mobile devices with us much more often than our desktops which is why advertisers have more opportunities to reach their target audience and gain more of a profit.
Types of mobile advertising
There are many different forms of mobile advertising. The first type is banner advertising. Banner ads are often seen in a web page or in an app. “In most instances, these are depicted by images that are designed to grab the attention of consumers. “They often use bright colors and “Call to Action” tabs in the banners. The book discusses Calls to Action as buttons asking the customers to “Sign up for Free” or Visit a store today. ”Another type is video advertising which is a very powerful communication tool. They can be extremely helpful to the customer. These types of ads are often before or during YouTube videos and can sometimes be sponsored. The next type is full screen or interstitial. These are the videos that appear in app transition points .“Interstitial ads get high click percentages compared to banner ads. However, the rule that goes with interstitial ads is to display them ONLY at the interval points .”Another type is native app-based advertising which is similar to the banner but are not directly conveyed. They are displayed within the app to blend in. The last type is gamified mobile advertising. These advertisements are interactive, and customers are likely to spend 10 seconds on the ad.
How mobile advertising is more effective
“Mobile ads are 30 times more effective than Internet ads.” This is due to the fact that advertisers can reach many more users via mobile phone and devices. If you use a desktop, that is your only way to reach your audience. With the mobile devices, you are able to reach your target audience more ways than one. Another way it is more effective is with a trusted relationship. The book describes that it is important to form a trusted relationship with privacy to your customers. You also can only use ad blockers on the internet. With mobile advertising, you are not able to block the ad.
Sources:
https://www.marketingdive.com/ex/mobilemarketer/cms/opinion/columns/4755.html
https://www.mobileads.com/blog/mobile-advertising
Webs of Influence: The Psychology of Online Persuasion by Nathalie Nahai