The concept of quality over quantity is something we have all been taught since our school days. From an early age, we are told that if it is worth doing, it is worth doing well. It’s a sentiment that particularly applies to those running mobile advertising campaigns. If done incorrectly, mobile advertising has the ability to irritate consumers. We’ve all been there – you constantly receive irrelevant adverts to your mobile, and as a result, view it as spam. This highlights the importance for businesses to not overlook the importance of quality over quantity. So how do you make your message stand out above the rest? Nobody wants to be known for shoddy products or poor service; word travels fast and can destroy a business. Reputation as a brand is everything, which is why a focus on quality is so important.

Having a good quality advert fit for mobile has never been so important. According to recent figures released by eMarketer, spending on mobile advertising in the UK is set to exceed £2 billion for the first time this year as the popularity of smartphones and tablets continues to attract advertisers. If businesses want to succeed, they need to invest in quality mobile advertising. Quality mobile advertising relies on a number of factors. Get these right and you can be sure your adverts will never fall into the spam category.

The first of these is the context and relevancy of your message. The best way to advertise is to carefully choose your target users and provide them with messages that are relevant to their context and preferences. Studies have shown that mobile advertising is most effective where users are carefully targeted for their audience in the right way, and at the right time. Knowing when and where to communicate via mobile advertising can be the difference between success and failure.

The second consideration is the need to adapt content for mobile devices. Today’s consumers are demanding and they want to have their cake and eat it too. Not only do you need to ensure you are targeting them at the right time and the right place, you also need to take their expected experience into account. For example, they expect their experiences on computers to be mirrored on mobile devices. Remember, mobile is no longer an option for publishers and advertisers – it’s a necessity. Make sure that your ads are tailored to work seamlessly on all devices, failure to do so will run the risk of losing out to the competition. Once you lose visitors, attracting them back is exhausting and expensive.

Finally, it’s easy to believe that revenue size is directly parallel to ad volume on a page. However, the truth might be just the opposite. If you too have many advertisements within a scroll flow, then banner blindness (a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information) is highly likely, and visitors stop paying attention to the ads. This triggers poor observation values ​​and low interaction levels. As a result, the risk that your advertisers will select other more premium, can increase.

Each of these factors points to quality, and how advertisers can produce top-notch campaigns. At the end of the day, it is worth remembering that time is precious to us all. We only want to read things that are worth our time and are useful, moving, noteworthy, unique, relevant, well thought out, etc. – especially when it’s the kind of information that’s supposed to help us improve some aspect of our businesses or our lives. The mobile industry is a crowded one. Sheer quantity will not make you stand out in the crowd – your advert needs to rise above the rest and this can only be done through quality advertising campaigns.