Types of Mobile Advertising
Mobile ads can have different forms and platforms. While marketers use each of the below-mentioned mobile advertising solutions, the suitability to a sector and the baseline strategy decides the choice. Various social media platforms work differently when it comes to mobile advertising techniques and efforts.
What follows is to consider the different types of mobile advertising options available and consider them with respect to the goal of the advertisement.
Following is a list of the most commonly used mobile advertising formats.
1. Banner advertising
Banner ads are the oldest version of mobile ads. The origin of banner advertising can be traced back to web marketing. However, in a world that is more in love with interactive rich media ads, banner advertisements still manage to survive and be popular.
Banner ads are often seen embedded in a web host page or an app. In most instances, these are depicted by images (or graphics with text) that are designed to grab the attention of consumers. The idea is to pull the customers from the host page to the advertiser’s page and later convert it into a paying client.
The use of vibrant colors, quality graphics, and “Call to Action” tabs make banner ads very appealing and popular. The better the visual appeal, the higher is the customer reaction.
While banner ads are very cost-efficient and are still being widely used, the world is quickly moving to other modern options like gamification ads and video ads (described below).
That said, banner ads are very much alive and in demand.
2. Video advertising
A report from the Business Insider says that social video advertising spend doubled up in 2017 (expectedly) to over $4 billion.
Those FIGURES alone say a lot!
Video advertising is a very powerful communication tool to get a company it’s desired conversion figures.
Product videos are extremely helpful for customers when they are in a decision-making process. Videos can effectively deliver a complete visual experience, which helps the users to get a closer feel of the products in question
A big percentage of consumers watch videos on their mobile phones. In fact, watching video on a phone has more impact and gets more conversions as compared to watching video ads on TV!
Ad makers and marketers use various techniques to display video ads on a mobile device. Options like optimizing a YouTube ad, Shopping ads that get displayed underneath the main video, sponsored advertisements that come at the beginning of video content are used.
Some important tips for creating mobile video advertisements that generate good ROI are:
- Keep it SIMPLE
- Use your CREATIVITY
- Keep it short and CRISP
- The audio and visuals are NOT TOO LOUD
- Display a CALL TO ACTION
3. Full-screen or interstitial mobile advertising
Interstitial advertisements are the full-screen videos or graphics that are usually placed at app transition points.
Say, for example, you are playing a video game. You’ve just managed to clear Level 1 and are ready to get your next game level loaded. That’s when you observe an image or a short video ad coming up. These are interstitial mobile ads.
Interstitial mobile ads
Interstitial ads get high click percentages compared to banner ads. However, the rule that goes with interstitial ads is to display them ONLY at the interval points. The ads appear naturally between the content transition points so as not to interrupt the user activity flow.
Ad types may include text, graphics or rich media. Finally, users usually get a choice of closing the advertisement by clicking the X button (usually on the top right).
Since these ads take up the full screen or the majority of the screen space, they work well to grab consumer attention.
4. Native app-based advertising
Native ads are similar to the banners but are not conveyed directly, so as to be treated as advertisement content. The ads are displayed within the app’s natural environment of the mobile and hence blend in with the flow.
Since they’re embedded as a part of the mobile environment, they offer an advantage. They can not be blocked.
So, you get your advertisement displayed to targeted users without actually causing forced interruptions. The appearance, buttons, and design features are similar to other elements of the app.
Some key tips for creating high quality native mobile ads include adding the following key ingredients:
- Crisp description
- Brand logo or name
A popular example of native mobile advertising is Facebook ads. Users scroll through their page/news feed and yet get to see ads embedded in between two news pieces.
5. Gamified mobile advertising
Gamified options are a type of interactive video or rich media advertisements. These are a favorite with savvy marketers who want to create interactive channels to advertise.
Games are a natural way to generate user interest. Gaming mobile advertisements work great when marketing apps. For example, if the app is about problem-solving or finding directions on a map, short and quick gaming videos that let the users do test it works great as an advertisement.
Gaming mobile advertising is a great way to engage customers at a basic level. These also work well to generate user data like consumer profiles, etc. Additionally, gamification based ads create high conversion rates since they manage to capture user attention.
A potential consumer involved in a challenging game is more likely to spend 10 or more seconds on the advertisement.
KEY NOTE: IAB’S internet advertising revenue reports state that all digital ad formats (mobile plus desktop) have shown the following growth in the year 2018:
- Search: Total search ad revenue is up 19% to $22.8 billion
- Banner: Total banner advertising is up 27% to $15.7 billion
- Video: Total video advertising revenue is up 35% to $7 billion