It seems that mobile advertising has become of the most dynamically developing niches these days. Not only the overall volume of mobile traffic has increased for almost 10 times this year, but the total profitability of various ad campaigns in the segment has also grown to a considerable extent.
Yet, some analysts have come up with even more ambitious expectations for 2014, related to another notion in online marketing – the so-to-say unified, or simply put, cross-screen ad campaigns.
As it’s currently claimed, the mobile-first approach is likely to decay sooner, than it was previously expected, whereas cross-screen ad campaigns are now expected to become a fresh hit next year. The conducted surveys show that cross-screen ads can really result in higher consumer responsiveness and, correspondingly, higher profits, simply because they can reach the larger audience segment. This is the fact.
Another firm fact, though, is that cross-screen ad campaigns, obviously, require a lot more efforts from marketers even at their pre-launch stage. It’s highly essential to consider a range of decisive aspects and factors, influencing ad performance:
• Clear and Consistent Advertising Concept
Even though cross-screen ads should include varied realizations of the main ad message, the unified concept of a campaign must be preserved. No matter which device a particular ad is displayed on, the overall idea of a campaign should be kept clear for a consumer.
In case the general concept is gradually lost, a cross-screen campaign loses its efficiency.
• Responsive Design Solutions
The aspect of design becomes really crucial in cross-screen ad campaigns these days. It can definitely assist marketers in prioritizing mobile customers’ needs and preferences easier and maximizing the ad efficiency in such a way.
• Targeting & Retargeting Options
Undoubtedly, a range of available mobile-specific targeting options can and should be applied in cross-screen ad campaigns. As for retargeting capabilities, these can’t be left out of sight either, especially during the ongoing holiday season.
The latter has proven to be especially effective for customers, who are shopping for gifts via their smartphones and tablets simultaneously (e.g. a person reads a marketing e-mail or a text message on a smartphone, then browses the shop stock on a tablet and makes a purchase on one of the devices).
Will mobile-first ad campaigns survive? That is a rather rhetorical question now. According to Anton Ruin, CEO of Epom ad serving company, for example, the volume of mobile traffic is still growing very fast and the trend isn’t likely to change in 2014. Yet, the next-year ad campaigns, both mobile-first and cross-screen ones, will definitely become upgraded and improved, given the increase of competition on the international market.