In February 2014, PwC published a new mobile advertising report that investigates what U.S. consumers really want and expect from mobile advertising.
“The evolving frontier of mobile advertising requires advertisers and marketers to quickly learn how to leverage the medium within the boundaries of consumers’ willingness and attitudes towards receiving mobile ads,” reads a report summary by marketing analyst Eric Banes of NativeMobile.
All told, industry data continues to suggest that mobile ads are surprisingly popular among mobile consumers, but only if the ads are non-intrusive and highly relevant to their unique tastes and needs.
Not surprisingly, throughout this year’s South By Southwest (SXSW) convention in Austin, Texas, mobile advertising effectiveness was on the minds of countless marketing industry professionals in attendance. Along the way, countless sage suggestions for more impactful mobile advertising were advocated by some of the most respected and accomplished leaders in digital marketing.
Below are a few key takeaways to consider when creating your next mobile advertising campaign.
1. Simplify Design and Text
Consumers who browse while on the go want the information they find to be short, sweet, and to the point. While there may be room in your desktop advertising campaigns to provide far more detail, the same is not true in the world of mobile advertising. When speaking of mobile, simplicity is the best approach in both graphic design and text.
2. Responsive Design is a Must
The increase in global consumer Internet connectivity has led to a corresponding increase in cross-screen browsing on a variety of devices such as smartphones, tablets, and laptops. This means it is now essential that your advertising is responsive and capable of molding to fit on the narrower screens of today’s hottest mobile devices.
3. Incorporate an App
Approximately 100 billion app downloads are projected to take place worldwide in 2014. In short, consumers like apps and they are more likely to pay attention to a mobile ad if they see that your company or product has an app that can be downloaded.
4. Incorporate Social Media
While mobile devices were initially created to give consumers access to the web on the go, the vast majority of mobile usage now happens within the home. This makes it important to consider social campaigns on platforms such as Facebook, Twitter, and Instagram. Incorporating social media outlets will not only boost mobile traffic, but will create more awareness, especially to mobile-centric products.
5. Location Is Key
Targeting consumers by their geographic location is not a new theme in online advertising, but it can be taken to new levels in the mobile world. Instead of just thinking of where consumers will be from a geographic standpoint, consider where they will be browsing from a mobile standpoint. Are they home? Are they all shopping? Are they traveling? By identifying where your target audience will be when they are reading your ads, you can further customize your advertising to your target audience.
All in all, to guarantee maximum impact and effectiveness, mobile ads must be short, helpful, engaging, and both topically and geographically relevant.