Crossmedia with Mobile Advertising
Mobile Advertising means advertising delivery on mobile devices. Mobile Advertising can only be delivered on internet-enabled smartphones and tablets. Advertisements are delivered to users on mobile devices. The increasing use and establishment of smartphones with internet access have long made Mobile Advertising increasingly relevant for customer acquisition by companies.
Advantages of Mobile Advertising
The combination of online advertising on stationary and mobile devices is particularly promising. Product interest is activated through Mobile Advertising, and ad recall is enhanced through online advertising.
Targeting based on devices, providers, device specifications, socio-demographic targeting, situational targeting (e.g., weather-based), regional targeting, etc. reduces waste and leads to better performance of the mobile campaign. With Mobile Advertising, real-time interaction with the user is possible without media breaks, meaning users can immediately participate in contests or register for a newsletter without switching media.
Mobile Advertising often uses Display Ads, but due to the smaller screen size, they are not placed on the left and right sides, but rather between sections of a text. This way, Display Ads attract attention and the Ad Impression increases. By clicking on the ad, the user is immediately directed to the offer. Audio or video ads are also commonly used as advertising media.
However, some advertising forms are extremely unpopular with mobile users – their use should be carefully considered. These include:
- Pop-Ups: The pop-up overlays an open page, blocking the website content.
- Prestitial Ads with Countdown: These ads appear before the content is visible, forcing the user to wait for a few seconds before they can close the ad or it disappears automatically.
- Animated Ads: These are animated ads with rapidly changing colors or backgrounds.
- Full-Screen Scrollover Ads: These ad formats overlay the open page, and the user must scroll through the entire ad before they can read the content.
- Large Sticky Ads: These remain fixed at the bottom of the visible area, regardless of whether the user scrolls down.
- Auto-Play Videos with Sound: These are video ads that start automatically with sound.
- Poststitial Ads with Countdown: Once the user clicks on a link, this ad format appears. The ads force the user to wait before they can close it or be redirected to another page.
Smartphones are carried constantly, and potential customers are reachable anywhere, at any time. However, this constant availability means that advertising must offer real personal value to the consumer to avoid being perceived as annoying or negative. Smartphone users are very interested in coupons or vouchers they can redeem in-store. Discounts for visiting their favorite store are also well received. Offers pushed to a user’s phone when near a store, e.g., through Geofencing, are positively perceived.
Your Contact for Mobile Advertising
Mobile Advertising should be integrated into existing marketing processes, and particular attention should be paid to the content of the Mobile Advertising campaign. We would be happy to provide you with a non-binding, targeted offer for your next mobile cross-media advertising campaign. Contact Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).