Digital Advertising is continuing to grow at a rapid pace, but it is nothing compared to what is happening in the mobile market place. Mobile advertising doubled last year for the first time in a decade, and it will be on pace to jump another 75% this year as well! Google, Facebook, and Twitter dominate this arena, but that doesn’t mean that there are no other opportunities out there to get in front of your consumers (ahem, $LN does a great job of this).
Before you decide where (or which platform) you would like to associate your brand with, it is a good idea to know what to look for when choosing an effective mobile advertising opportunity. Michael Essany wrote an excellent article on the 5 Tips for Improving Your Mobile Advertising Efforts and Save Local Now could not agree more with his findings. So with out further ado, check out these great tips to help guide you on creating a mobile advertising campaign:
1. Simplify Design and Text
Consumers who browse while on the go want the information they find to be short, sweet, and to the point. While there may be room in your desktop advertising campaigns to provide far more detail, the same is not true in the world of mobile advertising. When speaking of mobile, simplicity is the best approach in both graphic design and text.
2. Responsive Design is a Must
The increase in global consumer Internet connectivity has led to a corresponding increase in cross-screen browsing on a variety of devices such as smartphones, tablets, and laptops. This means it is now essential that your advertising is responsive and capable of molding to fit on the narrower screens of today’s hottest mobile devices.
3. Incorporate an App
Approximately 100 billion app downloads are projected to take place worldwide in 2014. In short, consumers like apps and they are more likely to pay attention to a mobile ad if they see that your company or product has an app that can be downloaded.
4. Incorporate Social Media
While mobile devices were initially created to give consumers access to the web on the go, the vast majority of mobile usage now happens within the home. This makes it important to consider social campaigns on platforms such as Facebook, Twitter, and Instagram. Incorporating social media outlets will not only boost mobile traffic, but will create more awareness, especially to mobile-centric products.
5. Location Is Key
Targeting consumers by their geographic location is not a new theme in online advertising, but it can be taken to new levels in the mobile world. Instead of just thinking of where consumers will be from a geographic standpoint, consider where they will be browsing from a mobile standpoint. Are they home? Are they all shopping? Are they traveling? By identifying where your target audience will be when they are reading your ads, you can further customize your advertising to your target audience.
All in all, to guarantee maximum impact and effectiveness, mobile ads must be short, helpful, engaging, and both topically and geographically relevant.