In the world of website design, mobile versions have begun to surpass the desktop options by leaps and bounds. Let’s face it: we are all addicted to our mobile devices, and what better way to find what you want when you are scrolling along? Mobile advertising that differs from its desktop counterpart. It involves paying for promotional messages that are viewable on mobile devices such as tablets and smartphones. The intent of mobile advertising is to encourage the viewer to take a desired action according to the message, such as:
- Sign up for a webinar
- Subscribe to an email list
- Purchase a product
Mobile ads come in many different types and forms, but the most important thing to know is that they are a very effective marketing tool if designed and thought out correctly.
Mobile Advertising vs. Mobile Marketing
When we talk about the differences between mobile advertising and mobile marketing, they are similar but not identical. Mobile marketing is intended to connect with an audience and then convert that audience on mobile devices using various tactics, which include SMM, paid mobile ads, mobile SEO, and more.
Mobile advertising, however, is just a subset of mobile marketing. It concentrates efforts on running paid advertising that is viewed on a mobile device.
What Are the Advantages of Mobile Advertising?
There are a number of advantages to using mobile advertising, including:
Creating More Touch Points for Users
Mobile advertising is often only a part of an omnichannel marketing campaign, meaning you use various devices and channels to reach your audience. All of those different marketing funnels help to drive your audience and convert them into consumers.
For example, if you run a mobile paid ad on your Instagram, you can use a tracking code, aka a “pixel,” to single out those who visit your site directly after seeing the ad. In doing so, we drive your target audience to your website to learn more. Like leaving a thumbprint, you can tell where people have been so you know where they are likely to return.
Reach Your Audience Where They Are
When you use mobile advertising, you can reach your audience when they are on the go, even if they are not logged onto their desktop. People use their mobile devices throughout the day, so you will capture them anytime they are on their phone, which is very powerful.
Statistics tell us that adult Americans spend as many as four hours and twenty-five minutes a day, on average, on their mobile phones. That is a lot of exposure time! It also means that they don’t have to be anywhere specific. They can be with friends, traveling out of town, or even hiking for the day. If they have their mobile phone on, you can get their attention.
A More Targeted Audience
When people are on their mobile devices, you can track their location. That means you can “geotarget” them. Therefore, you can use data and analytics to target those specific locations and use less of your advertising budget than if you simply run ads at will. When attached to geographical places, you are more likely to catch the audience you actually want.
If you use geolocation, you are also going to get people on their laptops, but that’s okay because they are also within reach. Why would you want to advertise to people who are not in the location where they will be able to pop in? There is very little chance to convert people who aren’t around.
What Are the Types of Mobile Advertising?
There are five common types of mobile ads:
Mobile Banner Ads
A mobile banner ad is displayed on web pages and is often horizontally located on your mobile device, similar to physical banners. They are at the top, bottom, or in the middle of the mobile page. Mobile banners can also be “sticky,” meaning that they stay put as the viewer scrolls so they can be seen throughout the viewer’s experience.
Interstitial Ads
Mobile interstitial ads occupy the entire mobile screen and pop up as the users are on their mobile devices. A user cannot see the display behind the ad unless they close it out. When compared to banner ads, interstitial ads may be more likely to engage than banners. Why?
You have to actually cancel them out, which means you have to pay more attention to them. The downside is that they usually cost more than a banner ad, but it might be worth it. The average interstitial ad can cost as much as 4,000% over banner ads, so they can get pricey.
Also, interstitial ads are far more disruptive, meaning they have the potential to turn off the viewer because they interrupt the content. Additionally, Google can dock you if it does cause a poor experience by lowering your SERP, which will likely not happen with a banner ad.
Push Notification Ads
Just like any other push notification, a push ad appears as an alert on the user’s mobile device. A push notification ad is an excellent choice if you have a promotion that is timely and the user has limited time to react. Push notifications are most often used on mobile apps and can pop up even if the app is not in use.
The user, however, needs to consent to get push notifications to receive them. Amazon is notorious for using push notifications to promote products to mobile users. If the user opts out, however, then they will not be notified and your ad will be wasted.
Social Media Ads
Mobile ads placed on social media appear during the social media session. Each ad will have a different type of format according to the social media platform it runs on. The advertiser is responsible for making the social media ads in tune with the design of the brand.
Each social media platform has different needs or allotments and can be highly effective. According to the latest surveys, 34% of consumers reported that social media ads influence their purchase before purchasing, according to a PwC consumer survey done in June 2023.
In-App Advertisements
In-app mobile advertisements appear while a user is using a mobile app and can come in four different styles: classic banner, medium rectangle, interstitial, and native advertising (an ad that appears consistent with the format of whatever content is surrounding it. It looks “natural.”).
There are all sorts of ways to advertise on the internet, and there are now even more options with mobile advertising. The type that is right for your product or service depends on your audience and what you want them to do with the message received.
At A Digital Media Company, we know how best to target your niche market. After finding them, we convert them so that you don’t just get analytics that say our efforts are working. You get people through your door or buying your online product, guaranteed. Contact us today and let’s partner to find the right Ad-venue for you to increase your bottom line!
