In 2017, mobile advertising surpassed desktop advertising by a stunning 75%. It is estimated that there are over 3.5 billion mobile internet users around the globe.
The number of mobile internet users will continue to rise as 5G services are launched worldwide.
In today’s world, advertisers and publishers use a wide range of options to craft out user-friendly mobile ads to drive traffic and boost brand name.
It is approximated that by the year, 2020,113 billion dollars will be spent on mobile advertising in the United States.
According to Digiday, by 2020, the global mobile ad spending will reach $247.4 billion, not to mention the fact that due to COVID-19 pandemic, mobile marketing is going to take a very different turn this year.
In this article, we will discuss some of the mobile advertising strategies that are sure to bring you maximum results.
Mobile advertising strategies
1.Customize your audience
Audience customization is one of the easiest and most effective ways to increase your conversions.
With numerous alternate options available on the world wide web, customers can easily shift to any of your competitors by the click of a button.
It is also not big secret that your customers will naturally expect a tailored experience which requires personalization.
This is precisely where the DCO (Dynamic Creative Optimization) comes into play.
With DCO, one could easily create several versions of the same ad, explicitly designed for targeting segmented audiences.
Personalization is the process of targeting your mobile ad content based on known attributes.
1.1 Explicit Personalization
This is when you know the details of the user visiting your mobile ad through authentication. You can improve viewer experience of your mobile ads based on the information taken from their profile.
For example, if a user has purchased a product after viewing your ad, you could display similar products.
Certain degrees of explicit personalization can also be done by storing a static cookie in your visitor’s mobile device.
1.2 Implicit Personalization
Here, you do not have much idea about the specific choices of your audience but you can still gain some insight into what type of content users find attractive.
Monitoring the traffic patterns and search queries will help you in gaining significant insights regarding users.
If your mobile ad network allows it, you can include several targeting options as well. The variables usually include.
- Type of device used
- Audience affinity
- Demographic grouping (gender, age, socioeconomic status, etc.
2. Make sure that you have fraud prevention
Research has shown that every year, millions of dollars are lost in ad frauds.
In 2019, the total ad loss due to ad fraud was about 5.8 billion dollars.
It is critical to protect your ads from fraudsters to keep your data clean and to acquire new users.
2.1 SDK Spoofing
This is a relatively new type of ad fraud whereby the fraudster listens to communications between Mobile Measurement Platforms and ad networks.
These communications are then replicated to look like genuine user responses such as clicks, installs, and so on.
2.2 Click Spamming
Quite popularly known as organics poaching, this occurs when a fraudster replicates the clicks of a mobile ad viewer who has not seen your ad.
2.3 Click injection
This is another form of click spamming, which usually happens on the Android platform. This method abuses the broadcast feature of the Android OS.
When this happens, a trojan app installed on the device of a genuine user will send signals imitating the clicks which indicate that the app is installed.
2.4 Bots and Emulators
These are programs that could run on any device and simulate their tasks. Say, for example, an emulator could fake a device to appear like a specific version of a smartphone.
They could perform fake app installation and simulate clicks that appear genuine to the ad network.
3. By giving incentives
Let’s accept the hard truth. Everyone gets tempted to jump in if there is a free stuff being offered through an ad. The whole concept has been popular for many years and is now being used in mobile advertisements as well.
A summer study conducted in 2011 indicated that nearly half of the viewers who interacted with incentivized ads ended up paying attention to the brand.
For the CPG (consumer packaged goods) category, the chance of a user visiting a brand’s website after exposure to incentivized mobile ads climbed to 161%.
The primary thing to understand is that the success of an offer depends on the value of the offer itself. Make sure that you actively track every engagement level while you roll out your incentivized ads.
4. Integrate with social media
Research has shown that more than 74% of the online adult users are on at least one social media platform. Figures indicate that the number of mobile users on these platforms is 49%.
Now that’s a huge possibility for a mobile advertiser.
The graph below shows the number of online social users from 2010, estimated up to 2023.
These days social media has become a valuable advertising platform for marketers and publishers alike.
Carefully integrating your mobile ad campaign on various social media platforms can catalyze your hard work in driving brand lift.
5. Aim for high-value users
Click-through rates are of immense help to a marketer in understanding the effectiveness of your mobile ads to your target audience.
But high CTR doesn’t necessarily mean that you will have conversions. If you are using many channels for your mobile ads, it will be best to pick out the one which yields a higher conversion.
For example, let us consider two campaigns of a famous watch brand.
Campaign A bought 2000 new users while B just 500.
However, upon comparing the purchase event, it is found that 20 viewers out of campaign B purchased the product while for campaign A, just 10.
In this scenario, the low CTR of campaign B is very much better than that of A, as it brought in more number of valuable users.
6. Include your contact number
Minimizing barrier potential is a great way to drive more conversions. Providing a quick way to get information for a mobile user will be an ideal thing.
A Phone call will be one of the sure-shot ways of achieving that.
Studies have shown that phone calls are better than mobile traffic.
So while you are creating your ads for mobile users, make sure to include your contact number. To make it easier to call, ensure that you include a tap to call feature in your ads so that the viewer can contact you in just the click of a button.
7. Retain your existing customers by all means
These days, the global competition in online marketing is fierce across all verticals.
Research has shown that the average CTR for display ads is 0.07%, while that of retargeted ads is about 0.7%.
Along with this, the retargeting goals are increasing the brand revenue, improving brand lifting (12%), increasing website engagement (16%) and acquiring new customers(*33%).
Mobile retargeting efforts include SMS, push notifications, mobile banner ads, ads on mobile apps and many other ways.
8. Avoid redirecting to another page
Studies done by Hubspot indicate that 48% of mobile users strongly agreed that ads are more intrusive now when compared to a few years back.
This could be one of the reasons why statistic mobile banner ads have a very low CTR of 0.14%.
The main reasons are:
- Interactivity is low in static banner ads.
- Users will be disrupted from the activity that they are doing.
Now, to counter these, interactive mobile ads come into play. The main advantage of this is that the user won’t be directed to another landing page.
The target audience can close the ad once they have done what the ad intended the viewers to do.
Say for example, while a user is browsing an ecommerce site for mobile phones, an interactive ad appears which asks for the user’s details. Now the mobile user simply has to fill up the forms and close the ad to continue what they were doing.
9.Test your ads before launching
This might sound simple, but the top publishers and marketers praise its effectiveness in the advertising game.
Make sure that you test your creative element used for your ads in different formats.
For best results, it is advisable to test the ads on sample groups and evaluate the results before sending it through the mobile ad channels.
10. Use contextual marketing
It is understandable that instead of the annoying flashes or pop up ads, viewers are more interested in stories which reveal the benefit of the products.
This is where contextual targeting comes into play. With contextual marketing, you will be able to cultivate an interest in your viewers by giving a narrative about the product. Viewers click on the story willingly as they find it interesting.
Here, the mobile ad viewers feel that they are in control, making it one of the effective strategies in advertising.
With the number of mobile users growing at an ever-increasing rate, marketers need to focus on viewer experience for a better reach.
Needless to say, the next era of digital advertising will be ruled by cell phones. With more and more phone internet users signing up every day, mobile advertising will be the quickest way to grab your customers. By implementing advanced technology features such as VR and AI, you could further improve the customer experience to a greater extent.