Although mobile advertising is similar to web based advertising its ability to reach customers is more effective (in my opinion). According to ComScore in 2010, approximately 46 million people in the United States owned a smartphone. Think about it – where is your smartphone? Are you perhaps reading this article on your smartphone? If not, it’s probably within your reach.
Our smartphones are with us 24 / 7. As an advertising medium, mobile has the ability to reach users in the right place at the right time. When mobile advertising is executed correctly it is effective, engaging, and able to reach users anywhere, anytime.
Mobile screens are considerably smaller than PC screens. While mobile data consumption on smartphones is smaller, it’s more filtered than web-based advertising. You usually communicate with with 1k of data vs 30k of data. This means your advertising has to be very succinct. Below are some best practices for executing effective mobile advertising.
- Target your audience, the same way you do with email.
- Test, test, and test some more. Test landing pages, and test banners. Find what works. Then optimize and execute.
- Investigate and invest in technology that helps you meet your mobile goals.
- Your call-to-action needs to be easily understood.
- Think text links. They work well for mobile advertising, have good conversion rates, and cost less than banners. If used correctly they can generate a high CTR (Click-through Rate).
- If your mobile site has a registration form - keep it simple. The fields in the form should allow the user to seamlessly complete the form. Mobile is not a medium that garners lengthy responses from customers.
- Communicate effectively with publishers and ad networks. Be transparent to avoid gaffes – legal and campaign-wise.
- Consolidate reporting. Mobile reporting may come from multiple sources which include publishers and ad networks. Consolidate the reporting to better compare comparable metrics.
Mobile means cutting to the chase. We are all aware of the purchase cycle from Awareness, and Purchase Intent to final Consideration of a product or service. The cycle hasn’t changed. But in my opinion some aspects of the cycle (e.g., Awareness, and Purchase Intent) are occuring faster with mobile.