Tag Archives: mobile advertising

The Power of Rich Media on Mobile Devices

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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

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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

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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.