Mobile advertising wouldn’t exist if it weren’t for traditional and digital media. And at least in part, many mobile ad engagement practices are still based on those formats. But should they be?
There are three main areas in which mobile advertising may need to change in the new year:
1. Ad Formats
Historically, the assumption has been that the more creative the ad, the better the engagement. Therefore, all advertising should be first based on format. That may hold true when viewers are watching television or surfing on their desktops. But with mobile advertising, people are generally on the go. Impatience sets in, and those who are out and about are more likely to get annoyed if they can’t complete the task at hand without having to wade through long ads. This is why advertisers should make their ads format-flexible. In other words, don’t just go with what has worked in the past with television, radio or digital. Consider a campaign that is tailored to a format that is most likely to engage your audience and is more user-friendly. Not to mention more cost-effective for the advertiser.
Mobile behavior is far different from traditional and digital advertising. Because potential consumers can be anywhere performing any number of tasks, effective ad strategies can be highly unpredictable. Location targeting has been quite beneficial, but it’s not enough. However, more data isn’t the same as smarter data. With new advances, data can literally identify patterns in consumer behavior, including what ad format would be best served at any point in time or how environmental conditions (such as the weather) may affect ad performance. This type of data can greatly decrease wasted impressions and dramatically increase engagement.
Another area worth examining is measurement (tracking). Of course, click-through rate has always been considered the standard measure of success, but it shouldn’t be the only one. What’s equally important to the mobile experience the user’s attitudes toward the ad, engagement and ultimate results of their experience.
Mobile advertising is relatively new, and there is still much to learn. Just as the ad pioneers in television and radio had to learn by trial and error, such will be the case with mobile ads.