There are a lot of different options out there for anyone who wants to market their message with mobile technology. We are going to go over the options available out there and also let you know which ones are popular in 2013. By the time you’re done reading, you should have a very good idea of how to best spend your money on mobile media buys – or if you’re a developer, how to get the most from your app by offering the right types of ads to advertisers.
Different Types of Mobile Ad Opportunities
Because mobile technology is advancing so fast, it can be hard to keep up with all the latest options available for advertising on mobile platforms. Having said that, there are some tried and true methods that remain popular this year.
- Banners – One of the most basic types of mobile advertising is the banner ad, which was introduced in the early days of the Internet. You can purchase these ads a few ways, usually CPC (cost per click), CPM (cost per thousand impressions) or CPA (cost per action). Typically they appear embedded within free apps and are served by a mobile ad network – like LeadBolt.
- Rich Media – These mobile ads contain audio or video – usually both. They can be a good way to get the attention of a consumer. On the downside, with a slower phone connection, they can take longer to loud or be seen as annoying if they are really loud and there’s no way to turn the sound off. (Think of someone coming across one while using an app on the sly in a big business meeting!)
- Interactive – Beyond just showing audio and/or video, some ads are interactive. Whether it is something that appears to be a game or something that asks them for information to continue, these types of mobile ads are really good at getting people interested – if they are done well.
- Click to Call – Some ads can be set-up so that when they are clicked it initiates a phone call. The ad should let people know this is going to happen, but cutting out the middle-man and getting them to take an action like make a call is something that a lot of advertisers like.
- SMS / Text Ads – Typically, someone is given a short code to text which signs them up and allows advertisers to send them a message or even a special offer or coupon. This is permission based push advertising, but it can be very effective when used correctly.
- App Notifications – This type of mobile ad is something that appears on the notification bar of a phone, usually sent there by an application that is installed. While this can be effective in some cases, it can be overused and become irritating to the user, having a negative effect when it comes to user experience with the brand being advertised. Our advice? Use sparingly if at all.
Hottest Type of Mobile Advertising in 2013
When you step back and think about it, the following makes a lot of sense. While there are a lot of different ways that advertising on mobile devices is different than other mediums, the one that sticks out the most is that it is possible to know where the phone is currently located geographically. This may not seem like something revolutionary, but it is in many ways because it opens up opportunities to reach customers when it makes the most sense to reach them.
For example, with a location based mobile ad, you can let customers know – usually via an app or SMS text message service – that you have a special offer just for them when they are near one of your retail locations. And if you don’t have a storefront, you can still participate by using more general data about location – like the current zip code of the user. This allows mobile ads to “automagically” know to serve an ad branded for a particular geographic area. Some studies have shown that more users will click an ad if they do not have to go through a step of entering their zip code or other information.