An important question in Mobile Advertising, like any form of Advertising, concerns the tone of the pitch being made for the product. Some say that an advertisement should be more informative so that the ones who actually need the product or service would be benefitted. That saying, just like many other traits of advertising, belongs to a past age now. The modern world of advertising has come to know and accept methods like “ambush advertising” where masked attacks are launched at the competitors. Mobile Advertising has also seen a change in trend and the Mobile Banners that once enticed at the most, now also attempt to provoke the user into feeling shame, guilty or threatened.
How many of you have encountered pop up banners saying something like, “Beware!! 33 viruses detected in your mobile!!”? Did you stop to notice that this happened only when you performed certain actions like opening an application? No? You became so concerned that you stopped noticing anything else. The banner has then fulfilled its primary task. If you have clicked on the same, its purpose has been fulfilled. This is the latest in the line of Mobile Ads that provoke a reaction in the viewer that would lead him to click on the link to the website of the advertiser. This style stands in difference from the traditional Web Banners where the attempts that are made are to entice the user with ad copies like “Find the cheapest mobile phones here”.
Thus, the most important question for Mobile Advertising Agencies right now is whether to entice or to provoke.
Mobile Advertising is the latest buzzword in Online Advertising circles. Digital Advertising can no longer be complete without the Advertising Campaigns run on the mobiles. Thus, it would be a good idea to invest in the services of a good Mobile Advertising Company. With current trends showing an ardent shift towards internet usage on mobiles, a Mobile Ad is a long term investment. Analysts all over the world have also confirmed that the increase in mobile internet usage does translate into increased online buying via the mobile. According to Comcast Corp., users clicked on the Mobile Ads at a rate 4 times higher than the desktop ads. As any good advertiser would know, ads work best where the consumers nest!
Thus, the immediate requirement of businesses is to focus their advertising resources into this new media which has opened up avenues hitherto unknown. Considering a few points will go a long way in tapping the new opportunities in the maximum possible manner.
Well Targeted Ads
One of the key areas which have seen a revolutionary change with the introduction of Advertising on Mobiles is market segmentation. It is no longer necessary to rely on the age old methods of surveys in order to determine the segments of the market. Internet Marketing had already started studying the behavior of the users and forming segments based on the frequency of the websites visited. Mobile Advertising increased the accuracy of this segmentation. Since the mobile is a personal device, the analysts can be sure that the calculations being done pertain to a single user. Better market segmentation leads to better targeted ads which in return result in better conversion rates.
Utilize New Techniques
Advertising on Mobile opened up new techniques of getting in touch with the companies. For example, click to call and voice and key pad interactions were not feasible with desktop ads. Make sure that these techniques are utilized.
Utilize concepts of interstitial ads so as to avoid evoking irritation in the consumer. Flash Games, Interactive Competitions, etc. can also be used to good effects.
Even as some analysts are still apprehensive on the future of this medium, the figures are very reassuring. Focusing on a few simple areas like the above can go a long way in getting the most out of mobile advertising.