Although it is found that Mobile ads outperform traditional online ads by as much as 4 to 5 times (Source: Social Media Today), marketers and advertisers are still not tapping the immense potential offered by the channel. A research on mobile marketing trends by Regalix had revealed that only 20% of marketers use mobile advertisers to connect and engage with their target audience. With more and more people using mobile devices to access, search and share valuable information; it is going to become increasingly crucial for marketers to utilize this channel to create long lasting relationships with their customers.
In this post, we provide some useful tips to help marketers create engaging mobile campaigns and unleash the true potential of mobile advertising:
Employ a Different User Interface and Design for Mobile Devices
Marketers often make the mistake of treating advertising on mobile devices as an extension of desktop machines and end up running similar campaigns on all devices. But in reality, there is a world of a difference in the way the two are used and perceived. Laptops and smartphones are lean-back devices which are used by people to consume information; whereas PCs are more lean-forward in nature. Marketers have to design their ad campaigns keeping in mind this unique difference. Mobile advertisements hence need to be less intrusive, less text-ridden and must comprise more of rich-media, and overall provide users with an experience designed specifically for mobile devices.
Use a CTA for Post Engagement Always
Whether you are using a mobile video or display creative, always leave your audience with a call-to-action clearly outlining what you want them to do next. This could include “Tap to View Website,” encouraging the consumer to click through to learn more, connecting with your brand on Facebook, Twitter etc, download an e-book and more. This is because mobile ads that have a call-to-action are found to garner a click through rate (CTR) that is eight per cent above average (Source:Jumptap).
Go for Precise and Short
Mobile users have limited attention and patience. It is crucial that you keep your mobile ads short – four or lesser words will do. This is because mobile ads with four words or lesser have been found to receive, on average, 28 per cent more clicks (Source:Jumptap).
Use Expandable Banner Ads
Some ad formats have been found to perform better than others for mobile devices. The click through rate (CTR) performance for mobile expandable banners easily outperform polite rich media banners — 1.24% to 0.28%, respectively. So, if you are conflicted between the different types of ad formats you know what to do.
Mobile Advertising can provide numerous ways to create enriching personal relationships with customers. As consumers purchase journey turns to multi-channel and multi-screen, this is a channel that marketers can no longer afford to ignore.
