Mobile advertising has become more popular as people are spending more time using their mobile devices every day. Therefore, if you want your brand to succeed and stay relevant amid all the competition, you need to begin thinking of ways to develop effective mobile advertising strategies.
What does that entail?
For starters, you will have to:
- Develop mobile-friendly content
- Take advantage of mobile apps and platforms
- Be familiar with the different kinds of ad formats
- Keep your target audience in mind at all times
The thing with mobile advertising is that it is constantly evolving, especially among apps. Thus, you have to stay up-to-date on the latest mobile advertising trends and strategies. After all, you want to have a leg up against your competitors.
However, there is no need to worry about not knowing this stuff. We will discuss these and more in the next sections of this article.
Ready to dive in? Let us get started.
What Is Mobile Advertising?
Mobile advertising is basically advertising designed for mobile devices, such as smartphones and tablets. This type of advertising has reached a ton of success, giving marketers, agencies, and brands a groundbreaking way of reaching consumers.
Now, you are probably wondering how mobile advertising became so powerful. The answer lies in the nature of the targeted user device. It is quite easy to select your target audience and get your message across to their devices, resulting in carefully targeted communication.
At first, a lot of people would find mobile ads annoying and unimportant. These days, it is a different story. Mobile ads are now more important. They have also improved quality-wise. There are many instances, for example, of mobile ads that have gone viral because of their creativity.
Yes, mobile advertising’s increasing popularity has something to do with more people using mobile devices in their free time. But there’s so much more to it. Another reason why you need to craft your mobile advertising strategy carefully is that users bring their phones with them everywhere. This means you have a much greater chance of reaching them wherever they are.
So never underestimate the impact of mobile ads. In fact, you can have better chances of success with it compared to traditional advertising tools.
Now that you have a background of what mobile advertising is, let us talk about some of its types.
What Are the Types of Mobile Advertising?
When creating your mobile advertising strategy, you need to familiarize yourself with the different ad formats. This can help you identify the most suitable one for your brand.
Here are the different types of ad formats and their benefits:
The goal of a banner ad is to show an embedded image through the mobile web or in-app to compel users to click on it. Although they are simple, banner ads are still effective. There is a downside, though. Users may be so used to seeing these kinds of ads that they no longer notice them. That being the case, you should go for implementing banner ads with a cost-per-click model.
Also, if you are advertising on mobile and desktop, remember that the majority of banner ads are 300×250, which enables hassle-free cross-platform execution.
Interstitial ads have similarities with banner ads. What makes them different is that interstitial ads are full-screen images or videos. Compared to traditional banner ads, this type of ad format has a higher click-through rate because of its size and simplicity. Here, users have the option to click the ad or to exit it.
You can also use interstitial ads to advertise content and store locators. To get the best possible results, remember to provide a straightforward call to action. Also, make sure that the ad is shown only at the right moments within the app. Users will not like it if an ad suddenly appears in the middle of something important.
Native ads are designed to adjust according to the environment they are being displayed on. When you implement an ad that goes with an app’s aesthetics, your ad will be less disruptive to the user experience. Hence, native ads are popular among marketers.
Native ads help improve consumer affinity and trust since they offer added value to those looking for specific information. Normally, this ad format does not encourage users to make a buying decision instantly. But it gives them more time to consider purchasing.
Playable ads are one of the most effective in-app ad formats. They offer users the opportunity to try interactive gameplay before they download your app. It has a “try before you buy” kind of set up. For example, as soon as the users’ time is up, they will get a call to action prompting them to download the whole game.
Rich Media Ads
Rich media ads involve interactive content, such as maps, games, and videos. Known also as multimedia banners, this ad format gives users a more engaging experience while promoting brand awareness even without the user installing your app.
Mobile Video Ads and Rewarded Video Ads
Mobile users love videos. Videos are memorable, easy to digest and give a lasting impression. And that is just the tip of the iceberg—videos are also very engaging. For these reasons, video ads have nice click-through rates.
You can also try rewarded video ads to entice users to convert. This format is a win-win situation for brands and users. By watching a brand’s ads, the users will get something in return—such as a discount. This will convince users to view videos for a longer period. At the same time, your ad revenue will increase.
Ready to learn about new and effective mobile advertising strategies for 2020? Keep reading.
Top Mobile Advertising Strategies for 2020
Without a suitable mobile advertising strategy in place, how can you make your campaign effective in driving sales or promoting brand awareness? As such, we are here to share some strategies that can help your next advertising campaigns become a success.
Without further ado, here are the most effective mobile advertising strategies for 2020:
- Customize Ads to Fit the Target Audience
- A/B Test Ads Before You Scale
- Take Advantage of Social Media Integration
- Make Sure You Have Enough Fraud Prevention
- Balance New User Acquisition with Retargeting Campaigns
- Concentrate on High-Value Users, and Not Only CTRs
- E-commerce Mobile Ads
- Mobile-Preferred Ads
- Use Ad Extensions
- Incentivize Ads
- Allow Calling
- Carousel and Vertical Ads
- Mobile Audio Marketing
We will be discussing each point in detail to help you identify which of these are most suitable for your brand and business objectives. Here is what you should know:
Customize Ads to Fit the Target Audience
This is quite basic, but it is still one of the most effective mobile advertising strategies. Customized ads are highly personalized for devices because every user is unique to their mobile devices.
Targeted ad customization plays a key role in ensuring more mobile conversions. Dynamic Creative Optimization, or DCO, helps you make targeted ads. Through this technology, you can make different versions of an ad, targeting them precisely for your desired market.
To do so, DCO considers variables, such as:
- Socioeconomic status
- Type of device used
A/B Test Ads Before You Scale
If you want to get the best results, then you have to test the creative elements applied to your ads. This is crucial no matter which ad format you use. Why? Because A/B testing can provide you with valuable information into which version will convert the most users.
Now, the subject of your tests will vary based on the ad format you use. As an example, you may be trying completely different levels for your playable ad or various designs for your interstitial ads. So, by testing these with sample groups, you can find out what steps to take to scale up your campaigns with certainty.
Take Advantage of Social Media Integration
Most people who use the internet also use social networking sites. Do not let this opportunity pass you by—use social media to help your mobile advertising strategies. When you connect your campaigns to your existing social media presence, you can spread brand awareness.
Therefore, if your rich media ad has a shareable element, it would be wise to add an option where they can share it on social media. This is also a cost-effective method of expanding your ad’s reach.
Make Sure You Have Enough Fraud Prevention
Every app can get affected by mobile ad fraud. Therefore, you have to keep your ad spending safe from fraudsters. This will guarantee that you obtain real users and that your data stays clean.
Some of the mobile ad frauds you need to watch out for include:
This particular mobile ad fraud involves real-looking installs being created using actual device data. Other terms for this are replay attacks and traffic spoofing.
This happens when fraudsters attempt to generate clicks for users that haven’t even seen your ad. It lets them acquire unearned credit for downloads. Because of this, this type of mobile ad fraud is also known as organics poaching.
This is a type of click-spamming that can be done on Android devices. Fraudsters can pick up or install broadcasts to find out when other apps have been installed. From there, they can trigger clicks before the download finishes. This lets them receive the credit.
Balance New User Acquisition with Retargeting Campaigns
There are millions of apps available on both Android and iOS. Clearly, there will be a lot of fierce competition to face. With that said, you must retarget users who have installed your app and lapsed. Why retargeting? It is a great way to help with optimizing lifetime value (LTV) and return on assets (ROA). This is because those users have downloaded your app and have displayed signals of intent.
Here are some examples of retargeting:
- Push notifications
- Mobile web and in-app ads
Also, you can keep track of events and try dynamic product ads (DPAs) to get users to your app again.
Concentrate on High-Value Users, and Not Only CTRs
While click-through rates (CTRs) can help you learn whether your ads are working for your target audience, they do not show the entire story. You also need to track in-app events and find out which mediums are helping you gain valuable users. This way, you can recreate your most effective campaigns and bring in more high-value users.
E-commerce Mobile Ads
Own an e-commerce brand? Mobile advertising can do wonders for you. When it comes to online shopping, people want the entire process to go smoothly and hassle-free. Also, Google shopping campaigns give priority to shopping ads and show them at the top of the mobile results page.
Therefore, you should take advantage of this and develop e-commerce mobile ads that help users gain maximum knowledge and make a buying decision.
Because of the COVID-19 pandemic, many people are spending all their time inside. As a result, they are more active online and are constantly engaging with video and news content. This is why mobile-preferred ads have become a trend.
These ads are geared toward users who search via their mobile devices. Therefore, why not try directing users to your mobile landing page, and let them know ahead that it is a mobile-friendly URL?
Mobile-preferred ads involve handing out offers that can only be accessed through a mobile device alone.
Use Ad Extensions
Do you want to have an edge over your competitors? Or do you want to increase a particular ad’s click-through rate (CTR)? Using ad extensions can help you with both. Ad extensions are extra pieces of information describing your business, such as a link to a particular page on your website or a contact number.
Besides improving CTR, ad extensions can help with your quality score. Also, if your ad is qualified, they can give you more space on the search results page. With that said, you should make use of the important ones, such as:
- App extensions
- Sitelink extensions
- Location extensions
- Call and message extensions
- Seller rating extensions
- Price extensions
What does it mean to incentivize your ads? Think anything related to free shipping, discounts, and vouchers. If you have a newsletter, for instance, you can offer potential customers a discount to get them to sign up for it.
Just remember, though, that you should make claiming the incentive hassle-free for the users. Do not subject them to making a lot of clicks or navigating through too many pages to get their reward.
When finding affordable conversions, many marketers seem to overlook the significance of calling. When you enable calling, you can lower the obstacles for possible customers to get in touch with your business.
Therefore, when you put your business number on your ad, it will be easy for your target audience to call you quickly. Ultimately, this helps you ease up on the cost of conversion.
Carousel and Vertical Ads
Carousel ads are effective for mobile advertising because they relay messages with images. The nice part is you can even use multiple pictures at once and target different segments of your audience.
Plus, images have a higher chance of impacting your audience and endearing your brand to them. Sometimes, words alone will not cut it. This is why you need to combine them with images to make a better impression.
In a similar vein, vertical ads are recommended for mobile advertising since the majority of mobile users hold their gadgets vertically. Therefore, make your ads appear in this position and cover the whole device’s screen.
Mobile Audio Marketing
Smartphones and tablets offer a lot of visual opportunities for brands. Because of this, marketers sometimes end up disregarding the audio opportunities they provide. This can hamper your marketing performance, as listening to content has become a significant behavior among mobile users.
Podcasting, in particular, has started to thrive. Around 51% of Americans have revealed that they now listen to podcasts. Your brand should not overlook podcasts. Why? Because they are a great way to deliver engaging audio ads to diverse audiences.
What Are the Advantages of Mobile Ads?
When done correctly, you can gain the following benefits from mobile ads:
- Great conversion rates
- More customization
- Leaves a lasting impression
- More interactive
- Simple to track
- Easily accessible
- Builds a good relationship with your target market
How Can You Implement Mobile Advertising Strategies the Right Way?
In order to fully enjoy the benefits of your mobile advertising strategies, here are some things to keep in mind:
- Identify the right target market that would like mobile ads. See to it that your ads are relevant to those they are being displayed to.
- Your ads should not only promote your products or services; they should also address your target audience’s problems.
- Make your ads light so that they can load quickly on your users’ mobile devices.
- Hooking your audience’s emotions with your ads can work well when done right.
With people spending more and more of their time on mobile devices, your brand needs to step up its mobile advertising game.
The key to successful mobile advertising in 2020 will vary from business to business. It is anything but cookie-cutter. Plus, there are all kinds of technologies and tactics you need to be on the lookout for.
To keep your mobile ad game solid, you have to know your target audience, identify which format will work best for them, and stay updated on the latest trends. Once all these are covered, you will be able to make the most out of your mobile ads and reach your business objectives.
We hope this helps you with your future campaigns! If you liked this article, then please share it with your family, friends, and colleagues. You can also discuss your own insights in the comments section below. We would be happy to know your thoughts on the matter.
Partner with Proweaver for Mobile Advertising Strategies That Work
Do you want expert help with your mobile advertising campaigns? This is exactly what our team at Proweaver is here for. Expect unparalleled results from us as we have worked with thousands of clients in over a decade.
At Proweaver, we take our clients’ trust very seriously. So once you decide to choose us, we do all that we can to give you specifically what you are looking for. This is why businesses of all sizes and industries keep coming back to us for their digital marketing needs.
With Proweaver, you no longer have to worry about advertising on mobile devices—or anything else, for that matter. Our team can handle everything. All you have to do is tell us what we have to know about your brand and what your goals are. We will then develop suitable strategies and run them through you for your approval. It is that simple!
Now, you can concentrate on other aspects of your business while we keep everything on the digital front smooth-sailing. But, let us not get ahead of ourselves. Go ahead and experience the Proweaver difference for yourself!
Reach Out to Our Team Today
Work with our team at Proweaver! With our help, you will be able to enjoy successful mobile ad campaigns. Please do not hesitate to get in touch with us to discover how we can help you with this matter.
One of our friendly representatives would be glad to address any of your inquiries. We look forward to hearing from you soon!