With increase in mobile marketing and advertising, mobile is no longer considered an emerging channel. Along with social media, it’s become an essential part of every digital marketing and advertising strategy. People worldwide are mostly engaged to their mobile screens, which has generated mobile data traffic.
In 1940, the first mobile technology was only available in taxis, police cars, long- haul trucks, ambulances and other emergency vehicles. And in 1993, the first smartphone (with touchscreen) – IBM Simon was launched by IBM. Today, the power of computer is in the palm of your hand; and mobile network subscription with over seven billion people.
Mobile marketing and advertising can reach anybody and everybody, located anywhere, with advertisements reaching their mobile and gauging user attention. Although user’s attention is short, it is frequent – smart phone users check their phones at least 150 times in a day. Smart phones generate loads of data about their user which can be used to push mobile advertisements to a particular target market. Moreover, with the introduction of 4G, faster mobile speed is not a worry.
Mobile Real Time Bidding (RTB) is at the intersection of two of the fastest growing areas within digital advertising as a whole, programmatic buying and mobile advertising. It went mainstream in 2013 with the Twitter acquisition of MoPub, an early leader in mobile RTB technology.However,the explosion in mobile advertising and marketing was as predicted by Google in 2009 by acquisition of Admob for 750 Million Dollar.
In mobile advertisements, it’s the quality traffic that matters rather than just quantity. Henceforth, Cost Per Engagement (CPE) and Cost Per View (CPV) will become the main purchasing models while Cost Per Mille (CPM) will slowly be opted out. Mobile marketing will be more expensive with effective and engaging advertisements. As increasing numbers of users take to mobile devices, brands will adjust their spending budgets with larger allocation to mobile marketing and advertisements.
Users who previously browsed the web on their computers, are now performing 70% of this activity on their mobile phones or tablets. Facebook, Twitter, Instagram, WhatsApp, Vine, and others are drastically becoming mobile first media and as a brand – being where your consumers are, should be an important step to building your business.
Since the user’s time spent on mobile advertisement is short, creative concept is to be implemented such as dynamic information (including weather or location), integrated mini-game activities, ads responsive to tilts or shakes, or other form of interactivity marketing strategy.
Ad formats in Mobile Advertising are normally standard banners, or expandable banners ( proposed for higher brand recall). Innovative rich media ads, Interstitial Ads, App lists Ads ( variety of apps in a list form) and Video ( Five- and 10-second mobile video spots widely accepted).
Types Of Mobile Marketing and Advertising Strategies
The strategy will depend on your industry or service, target audience, and budget.
App-based marketing: This Mobile advertising involves mobile apps. There are more than 800000 apps,30 billion downloads and more than 2 billion smartphone users. Services like Google AdMob help create mobile ads within mobile apps.
In-game mobile marketing: This mobile marketing refers to mobile ads that appear within mobile games. These mobile ads can appear as banner pop-ups, full-page image or even video ads that appear between loading screens.
QR codes: QR codes are scanned by users, who are then taken to a specific webpage (to which the code is attached to).
Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon user’s location relative to a specific area or business.
Mobile Search ads: Basic Google search ads built for mobile, also featuring add-on extensions like click-to-call or maps.
Mobile Image ads: Image-based ads designed to appear on mobile devices.
SMS: SMS marketing involves feeding a user’s mobile number and sending them text offers.
Mobile rich media advertisements have the ability to increase user’s level of engagement, while mobile search ads is a digital rage with click-to call – this generates genuine users calling for information, who are in consideration stage. This afterthought is why top and mid segment industries have started allocating a budget for mobile marketing and advertising strategy. With Google’s launch of mobile app ads on Search and Youtube, app developers and advertisers can target audience based on their online behavior.
Google Pushes Mobile App Ads on YouTube and Search
Google has introduced a niche market plan for mobile app developers and advertisers – now, promoting your app is an easy 3 step flow on Search and Youtube. By launching this mobile advertising plan, Google has
Given mobile app ads a new media to target audience.