The Mobile Advertising Revolution is Here. Get in Early!
By now, it is no secret that the mobile space is exploding at unprecedented speed. Just think how many people you know that have an idea for an app. Everyone understands that if you are not on mobile, you are missing out on a tremendous business opportunity, but what most people do not know is how to take the first steps in getting on to millions of people’s mobile devices.
It does not matter if you are a beverage company, a furniture manufacturer, or a technology startup, your audience is accessible to you by means of the mobile phone, so why not take full advantage of that and step out of the box of traditional advertising?
As Gary Vaynerchuk said in a presentation I attended last month, people are not looking at billboards, people are not even looking at the road anymore, sadly, if you look to the left and right of you while you are driving, you will notice that three out of the five people you see are looking down at their mobile devices.
If you are a brand looking to target users on their mobile devices (and you should be), you are already one step ahead of the curve and based on initial predictions, the mobile advertising industry will surpass $50 billion by 2015.
Now, the only question is how. How do you decide where to start? How do you choose the company that will run your mobile advertising efforts and how do you measure its success?
The following are a few basic parameters by which you can decide how to proceed in the young world of mobile advertising. You will notice each one of the following points is completely quantifiable and measureable. So here goes.
- Targeting Capabilities: If you think about it, the primary advantage of reaching your audience on a mobile phone is your ability to segment who and what type of user you are targeting. Without advanced targeting capabilities, you might as well pay for an ad in your local newspaper and hope for the best.If you are going to go all in with mobile advertising, you need to ensure that your campaigns reach users in the location that is relevant to your content, as well as a user who, based on their activities (their apps, their social graphs, etc.) display potential interest in your product.
- Cross-Platform Support: It is very easy to get sucked in to all the media buzz about Apple’s iOS and Google’s Android platforms. All the coverage these operating systems get in the tech press can potentially lead you to believe that they are alone in the mobile ecosystem, when nothing can be farther from the truth. Between Nokia, Windows Phone 7, BlackBerry, and other platforms, you want to ensure that your mobile advertising efforts are available cross-platform. Why?For starters, the more platforms you support, the farther your reach and the better your return. More importantly though, companies like Nokia are still selling a million mobile devices per day across the globe. In fact, most Nokia devices are sold in emerging markets where mobile usage is much higher than in western countries, which also leads to increased clicks. As a brand advertising on mobile devices, you are going to want to have a presence in these countries and not only in the US and Europe.
- Interactivity: Similar to the targeting point mentioned above, you are going to want to take advantage of the advanced features that are built into the average smartphone. This includes high-resolution displays, an integrated Web browser, as well location sensors. In order to succeed in mobile advertising, which comes down to how many clicks your campaign can generate, the more interactive your campaign, the better your results will be.Practically speaking, your mobile advertising campaign can include static banners (which still prove effective on mobile devices), your campaign can also include support for rich media such as animated GIFs, HTML5, or even full fledged video. As soon as you utilize interactive content in your mobile advertising, you can expect to see a serious boost in your clicks and ultimately, your revenue.
There are many more topics that need your attention if you are going to embark on the journey of mobile advertising, but the above points can provide you with a serious head start. No one denies the fact that mobile advertising is going in the direction of the Web and will ultimately surpass it in numbers, As a brand looking to increase your exposure, you are going to want jump on this train before it becomes overly crowded. Mobile advertising is in its early days and now is the time to jump in.
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