Mobile Advertising on the Uprise

You know that feeling you get when you realize you’ve left your phone at home? What are you going to do? How are you going to get through the day without it? You’re going to miss calls, and texts and emails and Words with Friends and ohmygod YOUR WHOLE DAY IS RUINED!

Well, maybe it’s not that dramatic, but it’s kind of a bummer. That being said…think about the possibilities of advertising on a device that makes such a big impact on someones life.

Woman on phone

According to data released from the Interactive Advertising Bureau on April 18th 2012, $1.6 billion was spent on mobile ads in 2011, a 149% increase from 2010. Proving a force to be reckoned with, online advertising revenue hit $31.74 billion last year, beating out cable at $30 billion, and on the heels of broadcast at $38.5 billion. Sooo…mobile advertising is apparently working for somebody, but is it a right fit for you?  Let’s answer it all with the who, what, where, when, whys and hows.

What kind of ad best suits your needs?

You have the option to choose from text or image depending on the message you need to convey. You first need to ask yourself why you’re advertising. Are you branding or launching a new product? A text ad with your location’s information and a message might be best suited for you to deliver the “call to action” like “Shop today!” or “Call now!” An established business might better benefit from an image ad…a reminder that you’re still here.

How are you going to reach your target?

Search or Display? Do you want your ad to pop up when someone is searching for a similar product online, or when they’re reading an article relevant to your product?  If you’re doing well in organic searches, placing ads on a Display network may be your best bet. No matter what choice you make, your ads will be viewed by those who are genuinely interested in something you have to offer.

Who are you trying to reach?

Where are they and when do you want to reach them? Do you have a special sale going on at your “North” location? You can set up your campaign to reach only those within a certain mile radius of that shop. Maybe you own a destination business. Geo-targeting makes is possible to widen that reach to potential customers who are willing to go the distance. Depending on the avenue you use to execute the ad, you can even narrow the exposure to a certain gender, age, and time of day. This makes it possible to get as specific as targeting, say, a 23 yr-old female in Royal Oak, MI after 5pm on a Tuesday.

What about apps?

And those apps you’ve downloaded onto your phone? You know, there’s really no such thing as a “free” app. Rather than charging for an application, developers create free apps that are ad supported to keep them up and running for their users. If you thought the mobile ad dollars spent in 2011 were impressive, know this; According to research firm Strategy Analytics, in-app spending by advertisers is estimated to surpass display ads on mobile websites in 2012.

The beauty of mobile advertising, and digital in general really, is the countless combinations you can build to promote your brand. It enables you to place relevant, applicable and concentrated advertisements in a way that wasn’t previously possible. If the precision of mobile advertising doesn’t influence you, remember that no one checks to make sure their TV is off before they leave the house.

Photo Credit: Flickr’s leyla.a

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