In the USA, mobile advertising spend is growing at a faster rate than any other advertising method. We shouldn’t be surprised. It’s thought that the average person spends 90 minutes a day on their phone. Now that might not sound like much, but for advertisers, it’s gold dust. Think about it – long do you look at a flyer, brochure or billboard?
That figure amounts up to 23 days a year and 3.9 years from the average person’s life. Throw in the fact that nearly two thirds of Americans have a smartphone and it’s no wonder that advertisers are focusing on our trusted handheld devices.
But do you really know how to implement an effective mobile advertising campaign? Here are 10 things to consider:
1. Focus on display and video. Those two areas are considered to be the most successful.
2. In-app mobile ads perform much better than mobile web ads.
3. Use your ads to capture email addresses and prospect details. Don’t waste any opportunity to gain a lead, but make sure you can do this within the ad – external forms are unlikely to work well.
4. Create simple ads that don’t require multiple clicks, otherwise your click-through rates could tumble.
5. Be highly targeted and segment your audience. Too many advertisers try to be all things to all people. Understand that we all use mobile devices differently.
6. Have a powerful CTA (call-to-action) that delivers tangible results.
7. Embrace analytics. After all, if you don’t know how a campaign is performing, how can you ever expect to improve?
8. Integrate with social media platforms. Twitter, Facebook, Instagram… I could go on. This is where everyone hangs out, so give your audience a reason to share.
9. At scale, it’s nigh on impossible to ensure all of your ads will be relevant to everyone. So use frequency mapping to track how many times a particular ad appears to someone. Then you can tell if your message is irrelevant to someone.
10. Test different advertising parameters. Mobile advertising is a delicate balancing act. Pay attention to the campaign attributes that are paying off. It could be that a particular theme really resonates with people over another. Or that an ad works really well at a certain time of day, but not at night.