- By Sudipto Das
- 25 August, 2016
3 Extremely Effective Strategies to Perform Better with Mobile Advertising
A recent study done by eMarketer on mobile ad spending outlays some attention-grabbing information. The highlights of the study are following:
In the UK, the spending on mobile advertising will exceed newspaper and magazine ad spending. By the end of 2016, it will go past the spending on television ads.
By late-2016, mobile ad spending will account for almost half of total digital ad spending in the UK.
In the US, mobile ad spending will accompany cord-cutting as more and more people will unsubscribe TV pay plans and will opt for digital and wireless television plans instead.
The above key findings point out the importance of the handheld platform for advertising. If you are an internet marketer in 2015, follow all the industry approved guidelines for mobile advertising, and along with that, do research on your own to set your customized strategies right.
In this article, I’ll help you figure out some effective strategies for better visibility of ads and better conversion. Here they are:
No cookie-cutting automation
You can hit the books of automation, but it won’t help you. Plenty other online marketers are doing the same, perhaps more efficiently than you. This would leave you with hardly any competitive edge. Those, who encourage advertisers to go for automated media buying pitch the infrastructure of the automation framework.
The infrastructure, even though robust and inclusive, limits creativity. There are some tracking tools at work, which excavate data, draft out information from them and feed you the information. All those are to help you formulate a strategy. But after preparing the ad, you might find the platform doesn’t support its format.
Another thing to consider is intrusive ad experience, which is becoming widespread. Third party networks that broker deals between the publisher and the advertisers, flood the internet with advertisements, hardly paying attention to the fact that ordinary users hate being rolled over by ads.
The solution for an advertiser is to build a customized, technology-driven platform to sell ads directly. Many firms are doing this; some of them are BuzzFeed, Mic, Vice Media, etc. Do what they are doing if you don’t want to lag behind in the race.
The erstwhile approach to advertising has become outdated. The concurrent approach puts the emphasis on adding values. Earlier, advertisements were only for informing potential customers the selling points of a product, that’s all. But now, advertisers have realized an ad copy can do much more than simply notifying something. It can entice, entertain and engage.
Take Pepsi’s 2015 commercial for example; Huffington Post interpreted the commercial by saying “Pepsi wants to sell you a feeling, with a little soda on the side.” Brad Jakeman of Pepsi admitted that his company was hard-pressed to promote branding. He said; “The brand is much bigger than a product concept, and actually that has allowed us to do a lot of interesting things with this brand beyond soda.”
Adding value to an advertisement is a creative process. It’s not a mapped territory on which the marketer can seamlessly walk. Rather, he’d have to create his own way. I recommend him to harness multimedia. A picture says a thousand words, and a video...probably a million. And if it’s a 3D animation or a StopMotion video, the fun increases ten-fold.
Format and content are both important, so make sure users find the video useful. The video may feature a father-daughter relationship and then illustrate the relevance of the product/service in maintaining that relationship.
Use native language
Surveys done in the recent time have revealed users prefer ads in their native language. In fact, native ads have been found to increase the click-through rate (CTR) four times than ads in any other language.
Why does native language appeal so much? Because a user can relate himself better to the content of the ad when it’s in his native language.
In the preceding paragraph, I’ve explained how an ad with value scores better than another ad that hardly has any value. Ads in native languages carry more more value than ads in foreign languages. That’s the reason native ads are always more favored than foreign-language ads.
Use with caution
While the three strategies described above can help you gain a better ROI on the mobile platform, following them improperly may result in your brand image getting smeared. For example, imagine you are taking help of a translator to convert English to Korean.
You need to make sure the translating software being used comes with an increased level of accuracy. Or else, native users won’t find any value in the ad, and end up discontented. That’s just one example, there are plenty other examples, and they all refer to the same thing; the importance of users to find value in a commercial.
- By Sudipto Das
- 25 January, 2019