Mobile advertising is an increasingly popular form of marketing, which, given the current digital era, comes as no surprise. As the global population spends more and more time on smartphones, people spend less and less time looking elsewhere as they did in the past.
In marketing, following your consumers’ behavior and needs has always been crucial in keeping a brand visible. For example, there is little point in spending large sums of money on an advertising billboard if your target market doesn’t look up to it as much as they once did.
With humans glued to smartphone screens more than ever, traditional marketing tactics now have a new playmate: mobile advertising – which comes in to save today’s businesses in the smartphone age.
What Is Mobile Advertising?
Due to consumers’ shift in focus – and their prolific smartphone use – it is crucial to understand what mobile advertising is, how you can take advantage of it, and which type is right for your brand.
In short, mobile advertising is any form of advertising visible on smartphones, tablets, and other mobile devices. Types of mobile ads include banner ads, SMS promotions, in-app ads, and social media ads. Furthermore, mobile advertising is typically cost-effective, simple to produce, and quick to return results – rendering it an excellent marketing solution in the modern day.
Given how diverse mobile advertising has become, it can be daunting to know which one to opt for and how to produce a creative mobile advertisement campaign. To help, here are five mobile advertising techniques and several examples you can use to inspire your mobile advertisements:
Types of Mobile Advertising
It is best to start by learning more about the various types of mobile ads available. Once you have developed a better understanding of the forms mobile advertising takes, you can make an informed decision about your campaign.
Rich media is becoming a more widespread format of mobile phone advertisement. Rich media ads combine the best that banner, video, and SMS marketing offer, resulting in powerful phone advertisements that capture – and keep – your target market’s attention.
This advertisement is immersive and interactive, allowing users to engage actively with it. The interactive element of these advertisements could involve clicking on the ad, playing an animation, dragging it across the page, or even talking to it in some cases.
Rich media ads are incredibly effective because they snap the consumer out of their advertising fatigue, sparking their curiosity and building an emotional connection between your brand and the people within your target market.
No one likes pushy sales tactics and tired old pitches. Instead of the sales-geared spiel old-fashioned marketing ads deployed, you make consumers much more likely to want to purchase from your brand when you include them in the marketing process – and that’s what rich media does.
Of course, rich media takes expertise to effectuate properly, which is why working with a mobile advertising company is a smart idea.
You have almost certainly encountered banner ads before on the internet. They are usually embedded on a web page’s top, sides, or bottom and function like online billboards. Essentially, they are static advertisements that try to draw traffic to the advertiser’s website.
Sure, banner ads are tried and tested phone advertisements and have proven to be effective. However, with the evolution in consumer tastes, rich media ads quickly encroach on banner ad territory.
As the name suggests, video ads normally appear before online videos. They often follow the same format as traditional television commercials, only condensed to catch the short attention spans of video consumers.
These ads are effective because you have a wider bandwidth, enabling you to be more creative than banner ads. Plus, you can integrate various marketing skills; for example, you can write a persuasive video script using copywriting techniques, overlay that with striking visuals and audio, and ensure a storyline that emotionally engages with the intended audience.
Along with video advertising, rewarded ads come closest to offering rich media’s intractability and creative scope.
Rewarded ads engage users by rewarding them for interacting with the advert. These are effective because instead of hard selling the audience, you give them a tangible reward for their time and attention.
Mobile apps have been rising for a decade, and there’s little sign of them waning in popularity. They are fantastic marketing tools because they allow brands to ‘lock in’ consumers on their platform, with zero distractions from other ads, tabs, or web pages.
In-app ads also allow you to advertise subtly while your consumers gain a useful product or service.
Mobile Advertising Examples
Now it’s time to use phone advertisements to your advantage. Here are a few noteworthy examples of excellent mobile ad campaigns:
Scrabble Free WIFI campaign
This campaign showed off the full potential of mobile ad marketing. Famous advertising agency Ogilvy and Mather teamed up with Scrabble to offer Parisians a spelling challenge. The enticement? They would provide free WIFI in exchange for a spelling test.
The more points you won from winning spelling tests (true to the spirit of Scrabble), the longer you could use the free WIFI. This drip-fed reward forced the audience to engage with the advert and derive real value by undertaking its call to action.
Burger King – Burn That Ad
True to their flame-grilling reputation, Burger King created a mobile app that encouraged users to virtually ‘burn down’ their rival’s ads and win a free Whopper off the back of it.
Not only did this help create an emotional connection between the brand and its audience, but it helped deter them from the brand’s competition.
Do You Need Professional Help with Mobile Advertising?
Mobile adverts are relatively new in the marketing sphere. However, they have gained traction swiftly and are now more effective than ever, thanks to the smartphone habits of modern consumers.
If you own or manage a business, mobile advertising could be the key to the next level of commercial success. Deploying some of the tactics mentioned in this guide could help your business reach new heights within its market; however, it can be challenging for those without the know-how or time to devote to the task.
Should you need professional assistance with mobile advertising, look no further than our experts – contact us today, and we’ll explain how we can catapult your company’s mobile marketing campaigns!