As more and more brands and companies look towards mobile for their ad strategies, many commit the classic mistake of treating mobile like a simple extension of their desktop ad strategy.
When it comes to mobile, it's important to realize how completely separate and unique your ad strategy should be. Today, mobile users expect an experience that fits their mobile lifestyle and defies their expectations.
When creating a mobile ad strategy for your brand or company, here are 3 important things to consider:
In-App is the New Frontier
Despite reports that users spend over 80% of their mobile time within mobile apps, companies still use most of their mobile ad spends on the mobile web.
While advertisers shouldn't cut the mobile web out of their mobile strategy, apps are where the majority of users are. Apps also provide advertisers with a greater opportunity to target their ads to the best users and to take more chances with their mobile ad creative.
Users Don't Want to Pay Attention to You
User experience is by far the most important thing on mobile. When ads aren't properly optimized for mobile nor don't fit it seamlessly with the mobile ecosystem, the user experience gets interrupted and you end up with a frustrated audience instead of an engaged one.
Most of the battle for advertisers on mobile is showing users that you have a worthwhile message that will convince them to interact and engage with your ad instead of skipping it. You can do this through innovative ad creative that capture the user's attention by using the mobile experience to your advantage. Or, you can also convince users to pay attention by offering real value through your ads, such as exclusive coupons or access to in-app goods (if you have a relationship with the app publisher). This will give users an incentive and help convince them that interacting with your brand is worth their time.
Mobile is All about New Experiences
Technology and innovation on mobile is moving an incredible pace, and users expect advertisers to keep up. Relying only on desktop-era banner ads and static interstitial ads to deliver your message may work on a small scale but won't translate into a comprehensive mobile ad strategy in the long term.
Today, advertisers need to start embracing the mobile experience when it comes to their ad creative. Interactive video ads that tie into the mobile interface, 3-dimensional ads that take advantage of the phone's display capabilities, and 360-degree ads that tap into the phone's internal technology all bring traditional ad creative to the next level and offer a unique experience that will leave an impression on users.
When make a mobile ad strategy, don't be afraid to take some risks. Users expect more out of an ad experience on mobile than they did for desktop ads, and advertisers need to step up to the challenge.
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