Hi everyone. Today I found a great article in the Econsultancy that I know many of you will enjoy reading or possibly relate to. The original article can be found here - https://econsultancy.com/blog/67284-five-tips-for-successful-mobile-advertising-in-2016/ - if you’d like to read the article there, or I’ve pasted parts of it here to share it. It’s well worth a read.
Here are five top tips you should be looking at in 2016 for successful mobile advertising:
1. Respect the user
Mobile devices are highly personal. Mobile users want to decide where, when and how they interact with brands on their devices. So put the user in control. Mobile ads should be opt-in, so the user decides whether or not to engage with a brand’s message.
Crucially, mobile ads should be easy for users to dismiss, with a prominent 'close' box. Finally, if the ad unit covers some content on the page, design the ad so it disappears when a user scrolls and only reappears when the user stops scrolling.
2. Use mobile-friendly ad formats
While they can look fine on tablets, desktop ads don’t look good on small smartphone screens. Instead, use mobile-friendly ad formats.
3. Target the right audience
Strong results don’t matter if the wrong audience is responding. The best advertising solutions providers have robust behavioural data that can be targeted as well on mobile as on desktop.
Lookalike models can be built to target scalable audience segments most likely to be receptive to a brand’s message and respond favourably to it.
4. Keep users engaged
Once you’ve targeted the right audience with mobile-first ad formats and the audience is responding to your ad, you want to keep them engaged and spending as much time as possible with your brand’s message.
One great way to keep users engaged is to use video as the main act in the creative. Users increasingly watch video on mobile, with a trend for larger screens.
Showing multiple videos is even more effective. Combine video with interactivity – inviting users to explore a brand further via photo galleries, feature demonstrations, product showcases and maps with directions to the nearest store – and you have the perfect recipe for deep user engagement.
5. Measure the right things
The last thing you want to do with your highly interactive, video-centric mobile campaigns is track results that don’t truly reflect the positive impact on brand metrics and sales lift. For example, it doesn’t make much sense to use clicks as a key performance indicator since clicks have been shown to have little to no correlation with conversions.
On smartphones, in particular, a significant percentage of clicks are accidental. Instead, more advanced metrics such as engagement rate, interaction rate and time spent are much more indicative of users actively paying attention to a brand’s message and ultimately being influenced by it.
After all, it’s deep user engagement that causes consumers to know, love and buy a brand.
Stick to these five tips and you'll be well set in 2016. Good luck.
This author seems to write some great stuff and well worth following.
If there is any other info you’d like me to search out and share in the world of Mobile Advertising then please let me know. Or, if you have any other pressing needs in my area, feel free to reach out on (0418) 581-074.