Smart Advertising With Smartphones
It’s a digital world out there and your advertising game needs to be right at the heart of it. Smartphones have opened the door to mobile-based ads that have a high level of impact. When you consider that 77% of Americans now own smartphones, that makes sense. According to research conducted by the Pew Research Center, one in ten American adults are “smartphone-only” internet users. This means the only way to reach them with your promotion is through mobile ads.
We’ve broken down the most common mobile ad options available for you.
This is the most popular mobile ad format. It resides at the top or the bottom of the screen with relevant text or graphics. They rely on brand recognition. If you use this type of ad, make sure you have consistent branding and that your message is conveyed easily. You won’t have space for detailed information in this ad, so keep it simple. It’s a quick and easy way to get your name and product viewed by as many people as possible.
Native ads are those that look like they’re a natural part of the page or article. They seamlessly integrate with the content or app by mimicking the format. This is the optimal user experience and irons over the automatic distrust smartphone users feel at seeing an ad in the first place. Facebook ads, Pinterest sponsored pins, and more are great examples of Native Ads in action.
We are currently in a video revolution. Instagram, Facebook, Twitter, and more all have video options. This is an excellent way to reach your audience. Take the time to do it right. Each video should have a single call to action and a recognizable beginning, middle, and end. Keep away from flashing, garish content since those can force viewers with eye sensitivity to automatically swipe away from your ad.
These are interactive ads that pop up on the screen and cover it completely. This usually occurs when an app (or website) is loading or when you close it. It gives users a chance to partake in a high-level engagement with the advertiser’s product. It can be a newsletter sign up, a coupon code, a discount option, and more.
Your smartphone knows where you are, and you can create targeted ads that can capture locals. You can receive those ads via text, MMS, or another rich media format, but it works the same regardless. This is known as Geotargeting and we discussed it more here.
Whatever type of ad campaigns you choose to run, keep these things in mind:
- Be clear and concise. Words should be used sparingly. While you can zoom and enhance your content, thanks to image optimization, most ads tend to pixelate if zoomed in too far. Keep your message clear and have an obvious call to action.
- If you rely on local business, optimize your ads for local customers. Use Geotargeting and Device ID tags to gather your locals.
- Consider your audience. Use mobile ads that reach your target audience.
- Experiment with different strategies. Test out ads to find ones that resonate with your audience.
- Track your results. You should have a way to track your mobile ad Return on Investment (ROI).
By ignoring smartphones in your ad campaigns, you’re selling yourself short. Keep experimenting until you find a combination that works for your company. Don’t be afraid to try something new.