Role of Mobile Advertising in Conversion Enhancement

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Including you, me and most of us, our smartphones are the last thing that we check before sleeping and the first thing in the morning. Such an exploding usage of mobile has attracted the marketers all over the world. It has overtaken desktop advertising a few years before and has actually become the next big game changer in the digital arena.

Role of Mobile Advertising in Conversion Enhancement

But in spite of its powerful dominance over traditional advertising, our marketers are lacking somewhere and are not taking complete advantage of it. Despite being a mobile-first world, there are marketers who don’t bother to do mobile advertising or fail to maintain the pace with the current development. This was shown in a report of Mary Meeker’s annual internet trend 2016.

 

Let’s see her most striking report on mobile advertising:

 

The report shows that the marketers are still lagging behind on the mobile trend. The advertisers are administering 65% on traditional means (print, radio & TV), and on the other hand, users are spending 47% of their time on the internet, specifically on mobile. The difference in the time spent is 13% which is a very wide margin showing that marketers are still losing the mark on mobile.

Mary Meeker has also given some more analytical charts which support that it is already the most powerful and dominant platform to reach 18-35 demographic and is growing at a faster rate.

 


As there is a tremendous increment in the usage of mobile in U.S., there is a powerful growth in practising Digital Marketing Strategy. Desktop advertising is also increasing but not at the same rate as the mobile advertising. It will be better for marketers to quickly adapt their strategies to reality.

 

 

As the chart is showing, most of the global smartphone users are from Asia Pacific in 2015 and are further increasing. North America, Western Europe, Eastern Europe, Latin America, Middle East and Africa are also showing gradual increment in usage of smartphones.

 

 

Meeker found out that although the internet usage is slowing down but the smartphone consumption is increasing steadily worldwide. This strongly implies that mobile is the new edge of growth and this growth will remain continue in the coming future.

 

 

Meeker outlines Snapchat as ideal for mobile viewing experience and high engagement rates. There are 4 main factors for the success of video ads, i.e. short, authentic, relevant and entertaining.

Her stats shows that there is a big need to focus on mobile marketing to gain a competitive edge. Below are the popular mobile advertising trends that will help the marketers to go with the flow:

Mobile Advertising Trends

Location Based Advertising

The tremendous insights of consumers behaviour can be revealed with the help of mobile data location. It provides relevant information to the people by analysing their historical and current data. For example, the eating and shopping practices of consumers can be found out by location-based mobile analytics and use when consumers are looking for the store with the correct promotional advertisement. Getting such information can open the door for a number of opportunities. Many leading brands have quickly adopted this advertising technique and is benefitting significantly with the marketing campaigns.

The App Model

As you know, mobile marketing is not only about banner ads. The grew usage of AdBlock shows that now the customers are trying to eliminate ads from their experience completely. On the contrary, the number of people spending time on mobile apps is increasing. It constitutes around 80% of the total time spent by the users on mobile devices. In-app advertising ensures that the attention of the customers are grabbed and encourage them to click on it.

Video Advertising

Video Advertising has grown evenly in years and is now exploding. The factors that contribute to such rise in the usage of it is good broadband coverage and increase in a number of mobile devices. It was the year 2014 in which many companies has uncovered that mobile video advertising as an effective method of increasing the engagement, reach and audience. Also, videos are more impactful and user-friendly as compared to other modes of advertising.

Games : Extra Bonus
By exploring the history and current data of a customer, it can be found out that how much time did the consumer take while playing games. The games offer a unique experience for entertainment and engagement as compared to other mediums.

Other than trends, it is also very important to know the do’s and don’ts in mobile advertising.
Let’s head over to it:

THE DO’S AND DON’TS

People wants to avoid ads as much as they can. It doesn’t mean they hate them. It’s just that they hate obstacles in their goal. Marketers should understand that people are not using mobiles for seeing ads. So care should be taken while designing and delivering the ad. They should not create hindrance in the primary action of users. There are many factors that affect the reaction of a user on ads.

The response of user on your ad is strongly affected by its size. The bigger ones are not considered as the best. The interstitial ads that pop-up and cover the full screen are the most irritating and intrusive for the users. As and when this ad appears, user dramatically closes it without seeing the content or the design.

On the contrary, users are happy with the in-stream advertising that are placed inside the content. They appear at the end of a game or a game level. These ads are more appealing as the user has a full control over it. The format of add doesn’t impact the brand or the content around it.

When it comes to mobile, there is one more important thing of which the marketers should take care: timing. No user will like the interruption in between any mobile activity. An optimum mobile ad should not spoil the user experience by disrupting the user from what he is doing. Ads at the end of any activity have more chances of any kind of engagement. Hence, timing matters.

Also, mobile ads have to be more of quality than of volume. More occurrence of irrelevant ads to the user might push him to use ad blockers.

CONCLUSION

As evidenced by the reports of Mary Meeker, the future of mobile advertising is quite promising for better customer engagement and ROI. The only need is that marketers should quickly understand the difference and grab the opportunities. Mobile Advertising creates a win-win situation for both advertiser and customer by creating a deep personalization. The users also want advertisers to reach them easily and present relevant and timely promotions and information.

Lastly, this is the future of marketing today. The face of marketing has shifted to mobile and if you want to stay competitive in the market then it’s a compulsion for you to adapt to the changes as fastly as possible. If a marketer is hoping that this pace would slow down then he has to face absolute disappointment because it will not slow down and will grow like never before.

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