A quick question: When was the last time you left home without your smartphone? When you were 12? Although each of us uses smartphones daily and, in many cases, cannot imagine any activities without it, some brands are still not convinced of the effectiveness of mobile advertising.
Today we are going to take a closer look at and destroy all six myths.
Myth 1: Low-quality inventory
Well, maybe ten years ago, this was a case. But not anymore. If you choose well.
Since more publishers adopt mobile as their main content strategy, we see a rapid expansion of high-quality inventory alongside a lot of bad inventory. Therefore, brands that use mobile ads as part of their strategy do not suffer from a lack of profitable inventory, as long as they choose well. It is entirely in the hands of able people or a good DSP whether or not the inventory is good.
Moreover, especially during the pandemic, people spend more and more time consuming different kinds of content on their mobile devices. The supply is booming when there is a high growth of demand.
Of course, advertisers still need to make sure that their ads appear in a brand-safe environment. However, we will have a separate post about that.
Myth 2: My audience is not on mobile
Most probably it is. Unless they are Tibetan monks, who don’t use mobile phones to stay connected. But then probably digital is not the best choice in general.
Let us put the real numbers in perspective:
So the answer is: your audience most likely is. If you are still not sure, then keep reading!
Myth 3: Limited KPI measurement possibilities
This myth we heard from one of the prospects (now a loyal client) that mobile does not offer holistic campaign assessment. That is not correct. Unlike desktop ads, mobile can track customers’ interaction with ad creative.
Mobile can show not only CPM, CPC, CPL, and CTR. It can also show a lot more detail about how mobile users interact with advertising:
- where the ad was seen (location context)
- when (time)
- how long the interaction was (dwell time)
- pre-click behavior (about 20-30x more data than just clicks)
- gyroscopic movement (i.e. were people drawing the phone closer then the ad appeared)
- where whether it was an incentive or fat fingers click,
- what side of multisided interactive creative is more popular,
- what message drives the most reaction, and
- what banner people desperately try to close.
These are just a couple of examples to prove the point. Adello provides unique creative reporting for each campaign to unlock even more insights.
Myth 4: Small screen reduce viewability
This is actually a big advantage of mobile. Because of the smaller size of a screen comparing to a desktop, it’s impossible to ignore mobile advertising. While on desktop an ad typically competes with 20 other concurrently shown ads on a 27″ screen, on mobile it mostly is one ad alone. Research proves that recall, brand perception and purchase intention on mobile are up to 5x higher than on desktop. Moreover, since mobile is a very personal device, marketers can push more personal, intimate advertising. Which further increases chances of positive interaction.
Myth 5: Mobile is not efficient for sales
People have become more and more mobile. Appreciating fast access to the information, deals and transactions, today online shopping becomes the fist choice of many digital savvies. And the speed and responsiveness of your mobile web or app is the key to success. Let’s look at the following stats:
Myth 6: Mobile ads are annoying
Any ad can be annoying. Think about all those cheap “how to lose weight” spam kind of ads popping up when you read your morning news. That is really annoying, right? The problem here lies not with mobile. The problem is in the poor quality of ad creative and often random targeting. Such ads are not relevant.
Poor understanding of your audience and, therefore, sloppy targeting will bring your campaign ROI to minus. Successful ad campaigns should have relevant messaging and creativity, and ideally be tied to human behavior. Mobile is the best space to track people’s behavior in online world.
Do you want to learn more or discuss how to make your mobile campaign benefit from our 12 years of experience in driving results? Call us today.
Learn more about mobile advertising in Adello blog:
- Like Batman and Robin: How Mobile Ads and DOOH can complement each other
- Why transparency is essential in display advertising
- Happy Easter Holidays!
- Google stops tracking individual users, what’s next?
- Relevance – a key success in marketing