Mobile marketing is bigger than The Beatles. Okay, not really, but it quickly is grabbing a larger chunk of savvy marketers’ digital ad spend. The Wall Street Journal recently estimated that global revenue from mobile apps could increase to $17.5 billion by 2012, up from $4.1 billion last year. Similarly, research firm Borrell Associates predicts that the mobile app advertising market will rocket to more than $8 billion by 2015.
While mobile is growing rapidly, it’s still in its infancy. To help you successfully navigate this new terrain, here are three things to consider when taking your campaign mobile:
Mobility for all. Worried you’re narrowing your target market by taking things mobile? Don’t be. A 2010 Harris Interactive survey revealed that mobile apps are popular across all age groups, and that mobile app advertising is effective at reaching both men and women. More importantly, mobile users have proven to be more engaged and attentive to their devices’ screen. So your relevant ads will likely enjoy more attention than they might on the web.
Click-based ad models don’t work in a mobile world. A large portion of mobile app advertising is sold on a cost-per-click pricing model. A 2010 Harris Interactive survey revealed that nearly half of the U.S. adult population state that they click on app ads accidentally. Since most mobile ads are sold on a click-based model, this means that nearly half of mobile ad dollars are wasted due to people accidentally clicking on mobile ads. When advertising on mobile, it’s important to do so in a way that will deliver real ROI. Signup ads, for example, allow marketers to pay only when someone signs up to hear from their brand —never for wasted clicks or impressions.
Advertise inside the app. Mobile marketing goes beyond the mobile internet; it takes you into the world of mobile apps, a market not to discount, according to the predictions made by The Wall Street Journal. Nearly three-fourths of the U.S. adult population prefers in-app mobile advertising that keeps them in the app, according to a 2010 Harris Interactive Survey. These results also revealed that consumers want to sign up for deals, information and newsletters from brands that they like via apps. To capitalize on these insights, marketers should offer relevant and compelling messages to consumers via mobile apps.
Author: Zephrin Lasker, CEO and Co-founder, Pontiflex
