Mobile Advertising - Gisela Cuddy
Mobile advertising is the term used to describe various types of promotional content that is specifically designed and displayed on mobile devices. This form of advertising can encompass a wide range of formats, including banner and video ads, and can be encountered while downloading applications.
This technique serves as a valuable marketing strategy that allows marketers to effectively connect with audiences through their mobile devices. With the increasing dependence of consumers on mobile devices to cater to their daily necessities, there has been a significant shift in recent years as they have expanded the scope of their device usage beyond communication.
Main Purpose
On average, individuals dedicate a significant amount of time to using their smartphones during their leisure hours. This includes engaging in various activities, varying from conducting Google searches to browsing through social media platforms. Customers now also rely on their mobile devices to make purchases from e-commerce platforms such as Amazon, as well as ordering food from local grocery stores and restaurants. As a result, businesses have actively developed mobile marketing campaigns to effectively introduce their products and influence potential consumers towards purchasing a certain product as a way of increasing their overall profits.
https://www.investopedia.com/terms/m/mobile-advertising.asp
Benefits of Mobile Advertising:
Reach target audience- categorizes mobile users into smaller segments based on their characteristics and behaviors, allowing for customized ads that are tailored specifically to these categories
Cost-effective- able to effectively connect with the ideal consumer through the right device when they are most receptive, minimizing unnecessary expenses and enhancing interaction
Easy to track- generates reports, providing a more precise depiction of specifically relevant advertisements
https://www.moengage.com/learn/benefits-of-mobile-marketing/
Common Pitfalls of Mobile Advertising:
Similar to any other form of advertising, mobile advertising also has its drawbacks. One of its main problems is that mobile ads have to potential to be disruptive and some individuals may find it irritating being interrupted by their online experiences. If a brand fails to deliver timely and relevant messages to its customers, it can also leave a negative initial impression on potential clients. Lastly, there is no guarantee that users will view the ads exactly as intended, as some ads may appear as being too intrusive to the consumer, posing an additional challenge for advertisers.
Ad-Specific Behaviors
When it comes to mobile devices, Google search results often prioritize displaying paid ads on the page. On cell phones, these advertisements tend to perform much better compared to desktops, primarily because mobile ads have the advantage of being closer to the point of purchase and are generally less cluttered. As a result, viewers can process the information with less effort.
What is the Future of the Advertising Industry?
With the increasing adoption of ad-blocking browsers and apps by a larger number of individuals, the advertising industry will be forced to enhance the security, equity, and respectfulness of advertisements toward their audience. Considering the widespread usage of ad blockers, it could take a considerable amount of time before any positive outcomes are observed. Nevertheless, prioritizing the respect for website visitors in terms of the content displayed, data collected, and the interactions facilitated can contribute to promoting a more trustworthy and advantageous relationship for both the company and its customers.
(Nahai 76-77)
Best Practices for Mobile Advertising:
Incorporate images- including relevant images in advertisements has been shown to significantly increase the level of engagement with the audience
Employ location- this can have a significant impact on advertising strategies by enabling marketers to direct advertisements or promotional messages to individuals in specific geographical areas, leading to heightened customer engagement
Make personalized messages- always prioritize personalization when designing mobile ads, as it will allow you to effectively reach consumers
https://padsquad.com/blog/6-creative-design-best-practices-for-mobile-advertising
Sources
Kenton, Will. “What Is Mobile Advertising?” Investopedia, 2019, www.investopedia.com/terms/m/mobile-advertising.asp.
“11 Remarkable Benefits of Mobile Marketing.” MoEngage, www.moengage.com/learn/benefits-of-mobile-marketing/.
Radavicius, Thomas. “8 Advantages and Disadvantages of Mobile Marketing.” Sender, 3 May 2023, www.sender.net/blog/advantages-of-mobile-marketing/.
Nahai, Nathalie. Webs of Influence : The Psychology of Online Persuasion. Pearson Education Limited, 2017.
“6 Creative Design Best Practices for Mobile Advertising.” Padsquad.com, padsquad.com/blog/6-creative-design-best-practices-for-mobile-advertising. Accessed 6 Feb. 2024.