Importance of mobile
People are increasingly spending time on mobile devices. The number of people who access the internet primarily from their smartphone is becoming quite significant.
However, despite the potential for mobile advertising it is still in its infancy. The amount of advertising spent on mobile advertising remains quite low, which is just a fraction of total advertising expenditure. Many companies are still struggling with mobile advertising, including some of the mobile’s most prominent brands such as Facebook. However, there are a number that are coming up with creative and effective ways of advertising their products online. Search and display make up majority of mobile ad expenditure.
Reaching emerging markets – As only 25 percent of mobile users in emerging markets have internet access at home, mobile advertising is also the best way to reach this market.
Better value – Additionally mobile ad spaces are currently cheaper and have a much higher click through rate.
Reduction in Time/ boundaries – Unlike television, radio or print ads, consumers can be reached anywhere at anytime using mobile advertising. People always have their phones on them.
Mobile is Unique
While the basic principals of advertising remain the same, mobile advertising is its own genre and has its own features, advantages, limitations. It requires a specific literacy, with many mobile specific advertising agencies appearing recently. Below are some of the unique attributes of online advertising, coupled with examples of some advertising campaigns that employed each feature effectively.
Screen size – Display ads need to be reworked to fit a smaller screen size or one with different dimentions due to the variety of mobile devices available such as laptops, iphone, etc. The different layouts required for different devices presents a challenge. Example: We don’t have a specific example for this, but essential anything that looks made to fit the screen of the device the user is using – no banner ads, no small type, no scrolling both across and down just to see the ad. It should look something like this:
Geo-location – With mobiles, advertisers have ability to target ads to a consumer’s specific location. For instance a local fish and chip store can send ads directly to someone who is within a 10km range. Location ads have higher click through rates and are particularly effective for the restaurant industry. For instance, Burger King issued vouchers online, which when downloaded would remind the customer to use their voucher when they when a Burger King store was nearby.
QR codes – These codes appear on real-world advertisements and can be scanned to quickly gain more information about a product online. There are countless examples of bad uses of QR codes in advertising such as this one:
No consumer is going to use a QR code just for the sake of it. There should be a compelling call to action for the consumer and this coke ad provides none. It’s just a waste of advertising dollars on an ad with no message. However, above all it is most important to simply put some thought into why you are using the QR code and not just using one for the sake of it (such as in the coke ad above). Victoria’s Secret’s QR based advertising campaign was effective without a call to action campaign because the QR code became a part of the ads central proposition – that its product is sexier than. The point of the ad is clear and it doesn’t really matter wether or not customers scan the code:
Augmented reality – mobiles can be used to overlay images over the physical environment, creating a unique experience for the consumer and an innovative ad. Online clothing store Net-A-Porter used this technique effectively by creating interactive storefronts, which allowed customers to view videos of the item on the catwalk, product information, 360 degree product models, pricing, as well as purchase the products.
- The Mobile Advertising Ecosystem Is Fractured, Complex, and Hugely Important (embargozone.com)
- What Apple is Doing to the Mobile Ad Market (shoretelsky.com)
- The Mobile Advertising Ecosystem Is Fractured, Complex, and Hugely Important (businessinsider.com)
- Mobile Advertising (newmarketeering.wordpress.com)
- Oh, you don’t think Mobile Marketing is that Important? Say “hi” to Blockbuster for me! (mcclennymktg.wordpress.com)
- How Consumers Interact with Mobile App Advertising (digitalsurgeons.com)
- Mobile Advertising: Paid Media with a Tech-Savvy Twist (katiefitchitt.wordpress.com)
- Mobile advertising to grow 300%, hit $40 billion by 2018 (venturebeat.com)