If you have a smartphone, it’s more than likely you have a few favorite apps that you use during the course of the day. Like music, newspapers, or television, smartphones offer users an escape during their day. Phone apps also provide advertisers with the opportunity to capture the attention of consumers as they focus on their screens. They allow your marketing content to be presented clearly and encourages the consumer to engage with your brand.
In 2015, the Pew Research Center reported that 68% of Americans have smartphones; which includes 86% of 18-29 year-olds and 83% of 30-49 year-olds. In the last five years, these numbers have grown significantly as smartphones become more accessible and affordable.
There are several ways for you to present your business to smartphone customers. Many app-based advertisements work the same as their desktop counterparts. Your business can buy banner units that appear at the top or bottom of screens. You can purchase screen takeovers, videos, and interstitial units.
You’ll see these in between levels while you play your favorite game. If you are scrolling through homes for sale, the app you’re using may fit one in between two listings. However, apps also offer you the opportunity to target customers using the most popular social media based content.
Mobile applications for Facebook, Twitter, Instagram, Snapchat, and other social channels offer “in-app” ads. These units don’t appear like typical ads, but they take on the form of the content that surrounds them. They feature full-sized text and photos that make the message appear as just another post in your feed. Studies have shown that users don’t find them as intrusive and are more willing to engage with them.
Finally, advertising with smartphone applications offers you the ability to target customers as they physically approach your business. Geo-fencing allows you to set a radius around the location of your business, and if someone enters that radius while using their GPS, they’ll be alerted that your business is nearby.
Your customers are using smartphones and tablets every day. They use them to read the news, to listen to music, and play games. In the last five years the number of people owning smartphones has increased by more than 30 percent. Advertising through mobile apps allows your business to be introduced to a captive, engaged, and growing audience.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, sending facts, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.