Why Mobile Users Matter in Display Advertising

Why Mobile Users Matter in Display Advertising

The rise of mobile users delivers both threat and opportunities to marketers, and it’s our mission to take advantage of the strong role that mobile plays in marketing.

Source: Flurry Mobile

Source: Flurry Mobile

Mobile has come a long way. We are in an age where mobile is the primary device of choice to an ever increasing market with a projected 58% increase of mobile use year over year.[1]  With the rise of mobile as a primary device, advertisers and marketers need to regularly adapt their strategy to meet the demands of the market.

To adapt to this evolving trend, we need to focus on the mobile users as they are the target of our advertising.

DISPLAY ADVERTISING PERFORMANCE ON MOBILE

60% of online traffic. That’s how much mobile devices are used to search compared to the 50% share it had just a year ago.[2]  It is only logical to consider mobile when creating ads in order to reach out to this vast market.

Source: SmallBizTrends

Source: SmallBizTrends


Creating and optimising ads for a tiny space is daunting. What’s even more daunting is that it has to be further optimised for varied types of devices in terms of display. To make the most out of this, it is the task of every marketer to create a message that will engage the users.

There are various types of mobile display formats one can use and optimise to engage users. Here are some to name a few:

  • Mobile Web Banners
  • Mobile Text Links
  • Mobile Videos
  • In-App Ads
  • Mobile Rich Media Units

MOBILE PPC PERFORMANCE

Did you know that the average number of annual Google searches amounts to 2 trillion? In the US alone, Google enjoys 89% of the mobile organic search market.[3] That’s a whole lot.

While users who prefer desktop still hold a considerable chunk in the market, you may think that PPC is not a good fit for your business. To determine if PPC is for you, ask yourself the following questions:

  • If I want to search for services similar or the same as those that I offer, would I use my mobile to do so?
  • Are the products or services I offer something that users can purchase outright using mobile?
  • Do I have Click-to-call ads in place?

There are obviously more to consider, but in the Mobile Path to Purchase, you should always consider the behaviour of your online market.

So what’s in store for mobile through the coming years? We can only guess and speculate. One thing is for sure, mobile popularity and usage is not slowing down.

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