Gone are the days of frequent storefront visits and desktop shopping. Mobile devices, small in size but big in function, are now able to carry out many features of a typical computer—and they’re saving consumers what is now valued most—time.
Nowadays, people are spending more time than ever scrolling along their tiny screens—in one study, it was found that half of all smartphone users spend more than five hours on their mobile devices every day. By contrast, computer browsing has eyes locked for a quarter of the time.
Following pace, mobile advertising has skyrocketed in recent years. The Internet Advertising Bureau notes that online ad revenue is now an 88 billion dollar machine, with mobile ad revenue totaling nearly 50 billion of total online ad spending in 2017. And a 36 percent increase in mobile ad revenue in 2017 made mobile the new king of online ad sales.
Staying relevant in today’s competitive digital sphere requires a new approach with laser focus on mobile ad targeting. But with so many mediums for ads (social media, Google ads, Adroll) and execution methods, many businesses don’t know where to begin.
Let’s dive into a few types of mobile advertising and mobile ad targeting practices that’ll catapult your engagement and revenue into fruitful realms.
Types Of Mobile Advertising
- Video Advertising: This is a quick way to display your company’s backstory. An example is a sponsored advertisement at the beginning of video content that your target demographic is likely to watch.
- Full-Screen Ads: These ads will linger for a few seconds before an “x” button reveals itself, whereby the customer can click through or close the ad.
- Native Ads: Native mobile ads will imitate a mobile application or mobile website, conveying characteristics that are better-suited to mobile users.
- Gamified Mobile Advertising: Gamified ads are those that users can interact with while they’re viewing them.
A Call For Perfection: Mobile-Friendly Everything
To adequately capture a mobile audience, every nook, cranny, and CTA on your ads must be mobile-friendly. And getting feet inside the door is just the first step. Each landing page on your website must convey your brand essence in an aesthetically appealing way that locks down the eyes of your intrigued shoppers instead of sending them off to long for other brands.
From the customer’s lens, the purchasing experience—from their first click on your ad to browsing products to hitting “complete” at checkout—is expected to be seamless and hassle-free. In today’s blossoming world of tech, a sticky mobile site or a negligible glitch is enough to damage credibility. And if something glitches while your patron is browsing on mobile, you can’t expect them to hop on their desktop to complete a purchase.
If your business has any kinks at all in its mobile interface, tending to these problem areas should be a primary concern. In fact, since people are spending more time surfing the web on their mobile devices than their desktops, most of your energy should be poured into a more sophisticated mobile experience.
Clearly Define Audiences For Better ROI
This is obvious, but we’ll stress it anyway: who you’re targeting may very well be the most critical factor for mobile ad targeting. Now that nearly everyone has a smartphone in their pocket, it’s important for ads to reach those that are more likely to engage with your company. Spending big bucks on crafting a beautiful campaign only to have it fizzle out is the easiest and most disappointing way to burn through advertising funds. Make you’re your ads are reaching the appropriate channels and audiences.
Cutting-edge mobile advertising, with the help of geofencing and geotargeting, is not only helping to narrow down your target market—it’s helping to funnel more conversions based on the real-time location of potential customers.
Mobile users are always on the go, bouncing from location to location with their phones rather than lugging around their laptops. And while they’re on the go, they need places to stop. Geotargeting with relevant ads is powerful when geared towards customers near your retail location.
Geotargeting works like this: businesses employing effective location targeting practices for mobile users will send alerts when customers enter a specific area, perhaps showering them with enticing offers and discounts to get them in the door. A lingering tourist could be alerted to your motel with mobile location targeting, and a hungry lunch-break prospect could be delighted by the discovery of your healthy, grab-n-go eatery a few blocks away.
These gentle reminders can drive an astonishing ROAS (return on ad spend) if used in the right frequency and tone. Per Invesp, while click-through rates for typical display ads are 0.07 percent, a retargeted ad offers a click-through rate of 0.7 percent. And of those visitors, 70 percent are more likely to convert. Moreover, retargeted customers are three times likely to click on your ad than shoppers who haven’t had any interaction with your brand.
Many mobile users are genuinely interested in what they’re looking at, but timing or other external factors may have simply pulled them away from taking action. After all, there’s so much to swim through in the mobile realm that it’s easy to lose focus. Mobile retargeting is a way to revive interest that faded or was simply forgotten about.
Cilver Marketing is a full-service digital agency encompassing a seasoned team of marketing experts and strategists that know how to navigate the complexities of mobile ad targeting. Partner with our dedicated team of marketing savants to one-up the competition and reap the rewards of long-term growth.