Are you a small business looking for ways to reach more potential customers online? The solution is actually probably in your hands as you read this article, or at least within arm’s reach. I’m talking about your smartphone.
Go Where Your Users Are…Mobile Use is Growing!
Ever thought about how much time you spend on your mobile phone? In 2014, comScore reported that the number of mobile users surpassed the number of desktop users in the US. Market research form GO-Globe indicates that the average consumer spends 52 per cent of their time on digital media engaged with a mobile app.
Mobile advertising, often overlooked by small businesses, is more than just a trend. Forecasting by Gartner in 2013 suggests that mobile app revenues earned an estimated $58 billion (USD) in 2016 globally, and is expected to hit $77 billion in 2017.
How Mobile Advertising Works…
Mobile advertising relies on contextual data to match your ad with the right audience. Contextual data includes information (browser history, emails, instant messaging, bookmarks, etc.) about a user that can be used to establish better, more timely relevance between the ad and the user.
Ads are displayed based on their relevance to a user’s online habits, meaning your ad only appears if it’s relevant to a user’s interests and behaviour online. So, for instance, if you sell sweaters for dogs, your ad will be targeted to users who demonstrate an interest in dog attire, based on their bookmarks, online conversations, browser history, etc.
Choosing the Right Mobile Ad Network…
Whether you want more online exposure, or you’d like to monetize your mobile app, or, you’re about to launch a new app on the market, picking the right mobile ad network can be a bit daunting at first. Your search results are likely to yield a string of attractive offers from industry names you’ve never heard of. And of course, they all promise to deliver the best return on your investment.
Comparing features and benefits takes time, as well as some digital marketing expertise. There are different ad formats to consider (i.e. banners, interstitials, play-ads) as well as campaign options (CPC/CPV/CPM, etc) which will impact your budget.
Ad Campaigns
Campaign options include the following:
Ad Formats
Mobile ad networks are also distinguished by the ad formats they support. Some formats are more effective than others, while choosing the wrong format could doom your campaign:
Check out our recommendations for reliable mobile ad networks that deliver results, or get in touch with Paul Teitelman in Toronto, for more great advice on your mobile ad campaign.
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