For many years, advertising in newspapers, on TV, and the radio were the standard ways for businesses to promote their brand. As the internet became more popular and available, advertisers began to have more options about where and how they could share their message. The opportunity to place ads across the internet on popular and niche websites give businesses more of an opportunity to engage with consumers. Now, as more people turn to mobile and tablet devices as their source for news and entertainment, businesses need to focus on mobile advertising.
Mobile devices are everywhere. eMarketer.com reports that more than 4 billion people own a mobile phone. According to Impigo Mobile, there are 5x as many cellphones in the world than PC’s. Also, consider that 25% of Americans only use their smartphones to access the internet.
Mobile advertising is in some aspects very similar to advertising on a traditional website. The difference is that instead of advertising your business only on mobile websites, you are advertising on mobile apps and through text messaging.
Right now, there are more than 1.4 million apps available to Apple and Android users. Some of the applications have an “ad free” option, but users pay a substantial price for that service. That’s why many customers click on the cheaper version and in turn will see numerous types of ads while they use their application.
Banner Ads exist in mobile advertising, although there are more sizes offered than you typically see on a website. They can run along the top of the screen like a typical banner ad, but they can also be designed as screen takeovers or as panel ads that will not take up the full screen.
Video Ads have also migrated from the web to mobile advertising. Like web ads, video ads take over the screen and automatically play their message for the user. After the ad is finished it offers the user to return to the app or visit the advertiser for more information.
Rich Media Ads try to engage with users the same way videos do. These ads tend to be interactive, many times in the form of games that showcase their sponsor as a part of the game. They offer the user a chance to play free game and then it will direct them toward the sponsor’s site.
The last type of mobile advertising has nothing to do with apps. Instead it focuses on one of the most popular types of communication, the text message. With text messages being sent at a rate of 350 million a month (worldwide), people are always looking down to see what message was just sent to them. In fact, 90 percent of text messages are read within three minutes of delivery.
SMS marketing campaigns are very successful. Why? To reach customers through text messaging, businesses need to have customers opt-in to their database. So customers are aware they have signed up to receive promotional messages, hoping that a text will offer a great deal. The trick to being successful with SMS marketing is being creative when drawing customers to opt-in to receiving text messages.
When you create your next advertising budget, think about your targeted demographic and think about what mobile services they use. Is there a hot app that you think they use when at home? Have you created a video ad before that you can repurpose for mobile use? What type of promotions could you offer through a text message that would draw people to your store or website? As mobile usage grows, so does the opportunity for you to grow your consumer base.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at email@example.com.