Category Archives: mobile advertising

3 Ways To Developing A Better In-app Mobile Advertising Program

Not only have people embraced mobile but businesses have as well.

Businesses around the globe have seen the value and we are seeing a big shift in where ad dollars are being spent. While the amount spent on desktop ads is currently higher, eMarketer expects the amount spent on mobile ads to be double of desktop ad spending withing two years.

Within the mobile realm, it has become clear that users prefer mobile applications to the mobile web.

It has become clear that users prefer mobile applications to the mobile web

It has become clear that users prefer mobile applications to the mobile web | Photo: Luke Ma (Flikr)

Research has shown that users spend significantly more time using mobile apps than they do on the mobile web. Brands are increasing budgets for in-app ads and we are going to see tremendous growth in this area over the upcoming years.

But how do you take advantage of this trend? You plan ahead.

A mobile app will take time to develop and gain traction. You need to look forward to the time when your app will be on the market. Take a good look at trends so that you aren’t left offering something that was out of style before you even stated. Talk to you iPhone application developer or Android application developer about the trends they are seeing as well as they are on the front trenches and will be a wealth of information.

Prepare to capture data

What does the user do after they install the app? Do they purchase goods? Read reviews? Share content? As the market for in-app advertising grows and matures advertisers will want this data. The more you can offer to advertisers in terms of data the better.

Consumers want interactivity

Look for growth in terms of interactive ads.  Why? Because they are more effective with higher click through rates. Many of these interactive ads give users controls with the ad which makes them stand out due to being fresh and new. For instance, some new ads even offer game play. Brands are looking for opportunities to advertise where they get results.

Marketers want automation

Marketers want to be able to buy ad space in an efficient and automated way. Create an interface to allow your advertisers to easily buy ad space and control their advertising. We have all gotten used to convenience and marketers are no different. Offering an easy way to interact with your advertising can be the difference between you and other apps that makes the difference to ad buyers.


Mobile Propels New Video Advertising Thinking

As viewers are changing how they watch not only movies and tv programming but online content, brands need to understand how to integrate advertising. Mobile applications and mobile web sites are leading the charge as mobile media continues to develop and along with that, new rules are being developed for marketing and advertising.

Data from Vindico indicates that nearly two thirds of current video ads go unseen. By following some simple suggestions businesses will see better returns on their video advertising budgets.

First, ads need to be placed at the top of the screen above the fold.  Ads below the fold may run without viewers ever seeing them.

Second, make sure you are advertising on sites that have limited advertising. Heavy ads on sites limit viewer interest but more importantly, the more ads per page, the longer the page will take to load, and users will turn away.

Third, advertisers must understand that users have different habits on smartphones and they aren’t as likely to consume long-form content. Advertisers are now opting for short videos. Think about Vine – that’s how consumers are choosing to experience and share video content right now.

Looking at the mobile form factor and usage trends allows advertisers to develop an advertising plan that works with what people are currently doing rather than relying on outdated thinking.

The Power of Rich Media on Mobile Devices

In a recent report from JumpTap, new data shows that auto ads are currently quite successful at grabbing the attention of mobile users’ due to the use of rich media.  The data further shows that tablet users are engaging a full 180% more with mobile auto ads that are built using rich media.

Some other interesting items in their data indicate that drivers of trucks are more likely to use Android devices while SUV drivers are more likely to be using Apple devices. And that auto related information is most likely reviewed in the early morning on PCs but on mobile devices early evening is the prime slot.

But it isn’t just auto buyers who are responding more often on mobile devices. Mobile consumers are looking for all types of video on mobile devices. And while many are watching video, others are reading content from publishers. Confirming PQMedia’s recent digital media spending forecast that predicts that digital media content and technology spending will push $1 trillion by 2017.

“We are seeing growing numbers of customers looking to build mobile applications that utilize rich media such as video,” states Kimber Johnson, Managing Director of Pacific App Design, “As the mobile application industry is rapidly maturing this is one of the trends that is standing out. Along with strong growth of mobile application use in retail settings and more and more powerful and functional business applications, this is one area that is making strong headway.”

Along with the growth of the use of rich media, better integration of online display advertising with mobile will be a key driver for increased spending on mobile display marketing next year. As evidenced by the success in the auto industry, we are seeing this need starting to be filled.

Keys To Successful Mobile Marketing

The key ingredient to being successful at mobile marketing is a simple message presented in the correct context. Personalization is important, and beyond that it is crucial to make the consumer feel that using your service or buying your product will help make their life better.

Take a moment and think about your your current set of advertisements.  Are they useful for your customers? Is there some action they can take right now? A great way to take advantage of the opportunities offered by mobile marketing is to utilize immediacy and location in your marketing. Present a deal that they can use in their current location right now. One great advantage mobile devices have over PCs is built in GPS, which will allow users to receive to information that is location specific.

Since people carry their smartphone with them wherever they go, they are a powerful tool when it comes personalizing advertisements that are location specific. Savvy marketers can capitalize on this to create person specific and location specific advertisements. When advertisements are personally relevant, users are much more likely to click on them because they are relevant to them and if you add in a location specific component you are looking at truly powerful advertising.

Presenting the right information in the right format with your mobile website and mobile advertisements is extremely important. If either of them is difficult to navigate or confusing, consumers will simply click away. Make sure you also take into account the lower bandwidth of 3G and 4G devices when compared traditional internet connections and the smaller screen format.

If this seems difficult, divide your mobile marking program into parts and start with the part that  seems most manageable. Perhaps a mobile web site would be the easiest way to start and while you are working with a professional mobile web site developer you can sharpen your skills in mobile marketing and then move forward into mobile advertising.

94 Percent of Top U.S. Advertisers Now Promoting Via Mobile

In a new report from ad monitoring service Competitrack, we find that 94 of the top 100 U.S. advertisers have now implemented some form of mobile marketing in the past year. Most of these companies have embraced mobile application development and mobile web sites, but beyond that, if we look at these 94 top companies, all have run mobile ads in the last 9 months.

One item that isn’t surprising is that these advertisers have chosen to create unique content for their mobile ad runs. According to Competitrack, “Of the 20,000 mobile creatives in our archives, 85% were created specifically for mobile devices rather than being repurposed from other media.”

The data states that mobile marketing isn’t just being utilized by big companies like Amazon, Toyota, Verizon and other large brand names. As we look at a broader scope, 64 percent of the top 1,000 U.S. brands are now using mobile to advertise.

Furthermore,  Competitrack goes on to detail the industries that have tended to embrace mobile and mentions that top categories include retail, entertainment & media, technology, travel & tourism, and automotive advertisers.

Clearly the rush is on when it comes to mobile applications, mobile web sites and mobile advertising and since this is a relatively new format, we see a wide open arena that tends to pay off well to the adventurous and forward thinking.