Why Is Mobile Advertising A Good Move?
Authored by Manasvita Subramanian, Manager - Digital Promotion, SpiceTree Design Agency
Mobile phones have become an essential part of daily life. Owing to the affordable rates, be it a youngster or an elderly person, everyone owns a smartphone today. According to researchers, the crazy hike in demand for smartphones in India has made us the second largest smartphone market in the world. Furthermore, the tremendous growth in technology and reasonable data packages has led to a massive escalation in the number of smartphone users in India. Statistics shows that the number of smartphone users in India grew by approximately 15.6% in 2018.
As per a Neilson India Report, the average time spent on a smartphone today by an individual in India is more than 90 minutes on online activities daily across the entry-level, mid and premium segments. It further states that Indian users today are consuming 1GB of data a day on their smartphones; which is a huge leap from the former average of 4GB a month. Smartphones have therefore become the easiest platform for marketers all over to reach their target audience today. Mobile advertising is said to fetch higher ROI than many other marketing channels. Being one of the most efficient platforms to connect with consumers today, it has proven to be a boon to online advertising.
Since each smartphone normally has one exclusive user, mobile advertising has become a more defined targeted communication channel thereby enabling brands, agencies and marketers connect with their TG directly on their smartphones. It delivers brilliant campaign success and response levels compared to other media platforms. With the advancement in time, mobiles are getting more and more interactive in their ways to allow advertisements. It’s not just restricted to static banner ads anymore. There are various types of mobile ads that you can choose form. Some of them being;
Native ads, an ad format imitating the original app format for best possible user experience. Interactive Videos, that require a good budget but they ensure a higher level of user engagement Interstitial ads, which often appear while an app is loading or after an app is closed. These typically appear on the entire screen. Rich media, that features audio, video, or other essentials that push viewers to relate and engage with the content. Marketers can choose the apps or websites that they want to advertise on, based on the kind of brand they are dealing with and the type of target audience they are aiming for. However, one needs to choose wisely, as picking the wrong platforms will lead to poor engagement & unsatisfactory return on investment. Moreover, you need to make sure that your ad creative is mobile optimized in order to be viewed in the right manner on every mobile model/platform. Make sure you test your ad in various sizes in order to zero-down on the one that is most apt for your readers. The ad needs to also be user-friendly so that you get the most out of your mobile advertisement. Make sure to stay up-to-date with the latest trends in mobile advertisements in order to broaden your scope of opportunities. It’s always good to keep in mind how the newer innovations in this field can influence your ranking and site traffic.
Manasvita Subramanian is a Post Grad in Marketing from the University of Mumbai. She’s been working with Spicetree Design Agency as a Manager - Digital Promotions for 3.5 years. With a demonstrated history of working in the digital space, she’s been key at executing campaigns successfully for various brands during her work tenure. Apart form this, she also enjoys blogging about food and travel experiences through her co-partnered blog called The Wandering Tales.