Mobile advertising – sooner or later will be a boon to online advertising. It is now a rapidly growing sector providing brands, agencies and marketers the opportunity to connect with consumers beyond traditional and digital media directly on their mobile phones. With growing technology today mobile phones can be utilized for much more than just making and receiving calls like SMS, Interactive games, MMS, Photos, Audios, Videos and of course the still growing Mobile Web. Online mobile advertising has made a great use of mobile web and has made it easy for the advertisers to reach them.
The best part in mobile advertising is that the mobile phone is an extremely personal device i.e. one mobile phone typically has one unique user. This makes the mobile phone a precisely targeted communication channel, where users are highly engaged with content. As a result, the mobile channel delivers excellent campaign effectiveness and response levels compared to other media.
With going time, mobile ads are getting more interactive, today it’s just not about a thin quarter-inch deep banner (static banner) which when clicked just take you to the landing page but a click on mobile banner might lead to a full screen takeover, displaying high-resolution photos or a video clip that the user can interact with or can also lead to a map, take you to a brand’s Facebook page, or generate a phone call to a call center. It’s a big change in mobile advertising, too different than what we used to see some years back and due to this big change or can say the evolution of mobile rich media has made advertisers to spend and put some interest more on mobile advertising.
Mobile Advertising can be:
- Flash Movies
TODAY’s STATE OF MOBILE ADVERTISING:
It’s 2013 now, 4G generation where mobile web is no less than Desktop web, Mobile advertising has not acquired its full goal but has created a solid foundation and has become trust able too. It’s no more in its infancy stage but has stepped up to the next level. Many brands and organizations are generating tremendous results with it, showing good ROI, consumer engagement and response rates.
iOS continue to hold a strong position, accounting for 8 out of the top 10 devices on the exchange.
Share of Impressions:
Games and Entertainment apps continue to represent a large share of impressions, accounting for over 70%
Top 20 Countries by Impressions: *Source: Opera
- United States
- United Kingdom
- Russia Federation
- South Africa
- Saudi Arabia
Feature of Mobile Advertising :
Precision : Mobile advertising has inherent advantages in terms of accuracy. It is a breakthrough of relying solely on traditional newspaper advertising; television advertising, online advertising and other huge coverage to reach the limitations of marketing effectiveness, but also in the audience have greatly exceeded the number of people.
Immediate : Phone is personal belongings, its portable nature is stronger than any other traditional media, the vast majority of users with their phones close at hand, or even 24-hour shutdown, so the user’s mobile media influence is all-weather, advertising information reaches the most timely and most effective.
Interactive : The interactive mobile advertising is to build a platform for interaction between advertisers and consumers, so advertisers can more timely understanding of customer needs, more so enhanced consumer initiative to improve the status of autonomy.
Integration : The integration advantages of mobile advertising was in 3G technology development speed, mobile ads can show up in different forms of text, sound, images, animation, etc. The phone is not just a real-time voice or text communications equipment, is also a feature -rich entertainment tools: audio and video features, gaming terminals, mobile TV, etc., but also a timely financial terminals: Mobile e-wallet , securities accepted tools.
Testability: For the owners in terms of advertising, mobile advertising relative to other media advertising prominent feature is that it can be measured or can be tracked , so that the number of accurate statistics audience.