A big part of ad spends (87%) was directed to mobile programmatic video ads from total mobile video ad spending in 2019. This proves that marketers rely on mobile advertising technologies to promote their products online now more than ever before. As people tend to spend more time with their smartphones, the advertising market tailors its techniques to allow building a personalized targeting campaign and intelligently reach a given target audience on any place on earth.
Reports, the mobile video brings significant performance with 10x higher CTRs than banners, and 2x higher than native. Statistically, native ads work better in terms of user engagement than classic banners. It is certainly a high impact opportunity for advertisers. Research companies predict that together with the fastest 5G network, the market technologies will raise a bar of mobile advertising efficiency.
What is mobile advertising and how does it work?
Mobile advertising offers to reach your customers via their smartphones. This is not just about to optimize desktop ad version in terms of mobile screen resolution, it is much complicated. Marketers have to choose the best display ad channel for their mobile campaign, as there is plenty of possibilities to pick:
video,
gamified ad,
in-app,
native,
classic banners.
An effective advertising campaign brings the most relevant audience data and the best ad type to get the highest ROI.
Mobile advertising benefits
A successful mobile advertising campaign brings plenty of advantages. There is a reason why 63% of ad spends were directed to mobile digital ads last year, and they are not going to slow down. We have 5 the most important benefits described:
1. Large range & geolocalization
First and the most obvious benefit is a big scope of advertising reach that you can gain out of your mobile advertising campaign. For example, if you’re an owner of the local store, you can set to show the ads to those users who are currently in your neighborhood. Moreover, you can see what exactly the user was looking for to show the ads of the most relevant product for him. This will raise the possibility that your target user will stop by to your store. On the other side, it’s also helpful for the person, who is new in town. It saves time and simplifies the searching. With programmatic technology, the whole process of reaching user happens automatically.
2. Data integration & finding new clients
If you have an online business, you can integrate with your in-app partner and receive a mobile dataset about their users, of course with their consent being received. This data can be involved in your campaign as the basis for a brief. This way you can increase your customer network and find new clients.
3. Respecting mobile users’ privacy
The biggest difference between mobile and desktop data is involved here. Desktop data is yet collected via the users’ cookie file, which raises big privacy concerns now so the modern browsers are turning their support off. The big discussion is raised around this topic with alternatives to how marketers can assure the users’ privacy now. In a matter of privacy, mobile data is a lot safer. Mobile data collecting doesn’t involve the cookie files, instead, an algorithm uses Mobile Advertising ID (on smartphones with Android OS installed) or Application ID (with iOS installed). These IDs are used for the matching process by the data providers where mobile data is delivered.
4. High effectiveness of mobile video
The most successful display channel now, video, is also one of the biggest mobile advertising benefits. A short and informative video can motivate people to click on the ads and raise conversion rate significantly. Mobile video is delivering 80% video completion rates and 91% viewability.
5. Easy payments method
Another mobile ads benefit is the ability to pay instantly. Developed technologies allow now to pin a payment card to the phone wallet so that money transfer happens within a few seconds. This is a lot faster than money transfers through a laptop.
This article comes from onaudience edit released