Earn Big Bucks with Smart Mobile Advertising
Those days are long gone when mobile advertising just meant banner ads which aimed at no one in particular. But now ad targeting and delivery has become much more strategic, and ads have also become much more engaging and creative. With this growing effectiveness of ads and consumers attention shifting from TV to mobile apps, the mobile advertising opportunity is assured to grow beyond expectations. Brands that underestimate the power of mobile advertising do so at their peril.
But to exploit the opportunity one must have clear understanding about what kind of mobile ads would work for their business. What is the most suitable format? “Traditional” banners? Interstitials? Or any other type? Below are some of the current formats that both brands and publishers should consider as they undertake mobile advertising.
Banner ads if deployed in proper context can be quiet effective because they are more passive and do not interrupt user experience. They don’t create a frustrating imbalance between the amount of time the user engages with the app and views an ad. Another thing to be noted is that the success of banner ads also depends largely on the brand recognition because they are already known and don’t require the context or additional information.
It is the grown up version of banner ad which covers up the whole screen and allows for more context, clearer call-to-action, and more sophisticated creative. Users are generally aware what they are getting into while clicking on an ad. As animated interstitials offers an additional context it can generate more valuable users because it tend not to trigger accidental clicks which means more valuable engaged users.
Video ads are growing rapidly on mobile as the engagement with such ads is high, which makes them good for advertising games and well known brands. But cost constraint is something to consider about as the budget for video ad is a little high. This can be cost-prohibitive for some.
This is the most talked about format these days. Native is the modern-day banner unfolded. They appear to be two times more focus visuals than banner ads. Among banner ads and native ads, eye gaze appeared to be consistently more focused on native ones. Users engage in the content while viewing the ad. They are less disruptive of the user experience because they are contextually more appropriate. An example for native ad can be an ad for some women tops in the middle of a fashion story about latest summer trends in a news reader app. They are highly effective, the only thing requires is that the publishers determine the display and natively couple the ad with its content, in comparison to other ad formats where the publisher simply leases ad space in their app.
If we look forward then video and native ads are more likely to shine in near future of mobile marketing. But let’s also wait for more innovations in the industry. This absolutely doesn’t mean that existing formats will extinct, they will just become less popular in comparison of today. The publishers and developers need to think about what works best with their user’s experience and optimize that.
To get a good or at least better response rate make sure your publishers and developers can optimize the ad content to be relevant to you target audience and consumers feel more associated with these ads. Also most important thing that you should never forget is you need to constantly gather data and analyze your app to arrive at and play with.