Can you think about a day, from the latest months, that you didn’t have a smartphone in your hand? Probably not. And maybe it’s not ideal, but for advertisement, it is more profitable than you may think. A few reports showed that during 2018 United States marketers spent $30.9 billion on mobile advertising alone, which was 63% of their total digital ad spend. These numbers are enormous because of the rapid growth of mobile device usage. But there are also other benefits of mobile advertising.
HOW DOES MOBILE ADVERTISING WORK?
Mobile advertising is an answer to people that are hooked on to their phone screens or mobile gadgets. It is the type of advertisement technique that they can see on your smartphones. There are different types of ads, such as text-based ads, banner advertisements, videos or even as mobile games. They are also optimized to fit into your phone’s screen.
When marketers use mobile advertising, they usually make use of traditional techniques and strategies to collect data. Constantly updated consumer profiles, data about their demographics, habits, or preferences – all these can be gathered thanks to your mobile device. Mobile marketing has some substantial advantages over other channels.
Marketing in apps revolutionized the way that marketers perform campaigns. The main benefits of mobile advertising include an increase in customer engagement, cost-effectiveness, or personalized messages to customers.
DIFFERENT TYPES OF MOBILE ADVERTISEMENTS
There are different types of mobile ads that marketers can use in their campaigns.
Historically speaking, banners were one of the first types of advertisement, not only as standalone signs near the roads but also on the websites. With such rapid development of interactive media, we might think that they will be “the voices of the past”, but they are still alive and well.
People have gotten so used to banners that they may often not realize that it’s an actual advert. So, why they are still in use? They’re simple and very cheap. They can have very catchy CTAs and appealing colours, delivering the message immediately after seeing them.
Watching videos on mobile phones became a habit for many people. Ads watched on the phone have a higher impact than those watched on TV. They are easy in concept, but to make them attractive, marketers should follow a few tips:
- Keep it simple,
- Be creative,
- Make them short and stimulating,
- Remember not to scream too loud about what you want to say,
- Have a clear call to action.
Video ads play while a user interacts with an app. Thanks to its engaging visuals that may cost a little bit more, but they can be genuinely beneficial.
NATIVE APP-BASED ADVERTISING
Native ads are similar to banners, and they mimic the original app format for optimal user experience. They’re a part of the mobile environment, they can’t be blocked, so they are not that intrusive and therefore successful.
They are displayed in various forms because they are a part of the app. Ads are shown to targeted users without any interruptions. Total appearance, buttons, or any design features are similar to other elements of the app. They should include a headline, an engaging description, brand logo or name and URL. Facebook ads can be an example of such ads; they may seem like another post from one on your friends.
INTERSTITIAL MOBILE ADVERTISING
Some ads can be a little bit more distracting than others. Interstitial ads are that kind of ads. They show up on the entire screen, usually after playing a game or while clicking through the Instagram stories. Users can close them or swipe them, but sometimes they need to wait a couple of seconds.
Because interstitial ads are shown on a full screen, they are supposed to be very creative with an engaging call to action. Otherwise, they can are annoying and intrusive. While choosing this type of ads, you should focus on being as creative and exciting as you can be, so that it won’t make users feel irritated.
SMS marketing is the perfect way to communicate with your customers. It’s one of the simplest ways to reach your target group with the message you want to deliver. That’s why it’s really popular!
It’s quick, easy and convenient for any businesses. Companies can send out large bulk SMS messages all at once to the specified group of customers. Then, they can also track who clicked on links or who have unsubscribed from their messages. It’s the perfect time to mention our SMS marketing tool that we implemented together with Omantel. You can read about it on its website: https://tasil.omantel.om/. But we’ll come back to this at the end of the article.
Bulk SMS is not what TASIL Omantel does – on the contrary, we target the messages as narrow as possible to make the results of the campaigns even better.
GAMIFIED MOBILE ADVERTISING
Gamified mobile advertising is usually a video, especially popular among savvy marketers who want to create the most interactive channels for advertisements. Gamification became a hot topic in recent years, because of its combination of game-based mechanics with gaining actual knowledge.
Gaming mobile advertisements work great thanks to its use of the gamification’s basic. They are engaging for customers at a basic level, but can also help with gathering data about the users. A potential consumer is more likely to spend ten or more seconds on an advertisement, if it includes a gamification element. That’s why short and quick gaming videos that let users test an app are currently a hot topic.
MOBILE ADVERTISING BENEFITS
With these different types of mobile adverts, we know which one can be the most suitable for our campaign’s needs. But what do all these ads have in common? They are really beneficial! Below you can find a list of a few mobile advertising benefits, that all types of mobile advertisements share, and that is worth a closer look.
Right now, more than 4,5 billion people own and use smartphones. They spend most of the time using mobile apps or social media platforms. Statistically, people spend more time on their phones than on computers or laptops. Also, up to 80% of web traffic is caused by mobiles.
These are all the reasons why marketers decided that they put their focus on consumers using phones. The accessibility of phones ensures that your ad campaigns show immediately and are easily accessed by users.
Thanks to mobiles, we can always know where the person is. That’s why marketers are using location-based marketing. The increased connectivity of smartphones has enabled not only receiving information, but also its transmission. We can gather vast amounts of data about individual preferences about the user, only thanks to their phone.
All this enables advertisers and marketers to be more specific with ads personalization. Each ad can be targeted precisely to one person, based on their preferences, previous purchase history or location.
It was already mentioned, but this is one of the crucial benefits of mobile advertising. This kind of ads are not only precise but also can reach customers at a very defined moment, ideally fit in the context. If needed, marketers can create an ad that inspires immediate engagement. They only need to remember to do in a perfectly fit moment.
For example, for advertising a coffee place, the best way to show an ad is in the morning. Then, it would help if you had a catchy CTA, that is going to create encouragement for the customer to get the coffee at that time.
CREATIVITY AND INTERACTIVITY
People like contests or games. That’s why using gamification in mobile advertising makes it more creative, as well as interactive. Mobile ads usually provide a better quality of advertisements, with more pleasing visual or graphics. By combining precise targeting with compelling formats, they focus on providing customers with more and more engaging content.
With that in mind, marketers can make their customers spend a little more time with the brand, boosting the overall engagement time. This creative and interactive side of mobile ads provides a bridge between advertiser’s solutions and customers’ needs.
Finally, the most important mobile advertising benefit from the marketer’s side – costs! Why are mobile ads cheaper? It happens mostly because of their targeting. You only reach customers that want and need to see a specific ad. You don’t need to put much money on unnecessary marketing that should be attractive to everybody. You can focus only on your target group and then make it the best you can. And when it’s not working (and you can measure your results quite simply) you can save lots of money by merely stopping the campaign!
Also, the nature of the medium, such as smartphones, is cheap, unlike most of the marketing platforms with countless ad prints or expensive ad spaces and time.
Together with Omantel, we used TASIL as a solution to process data in the mobile network operator premises. The main objective of TASIL is to help you reach the right person with an adequate message in an appropriate time and place and thereby to capture a potential customer’s attention. Thanks to an innovative IT solution based on the analysis of data gathered by a mobile network operator, we can set an accurate TASIL campaign for any business.