5 Keys to Mastering Mobile Advertising - And Why It's Most Like TV
Mobile advertisements have been around for years, but have failed in the past to reach their true potential. In 2012, mobile ads may finally turn this corner, which will be primarily driven by the mainstream adoption of the smartphone. According to a Pew Internet report, one third of American mobile phone owners have a smartphone, which means more and more users are able to interact with advertisements in a meaningful way. In addition, mobile ads have also changed—advertisers have created more intuitive campaigns to match the advanced capabilities of smartphones and tablets. As a result, successful mobile ad buys should combine these three key elements:
- Know the Difference Between Handsets and Tablets
Tablet behavior is different than average handset behavior. At Roundarch Isobar agencies, we're seeing tablet session times that are three to 10 times longer than desktop sessions. Brands are also seeing e-commerce ROI that is three to five times better. Brands that design specific ad units to take advantage of the increased session times of tablets and the behavior of tablet surfers will win.
- Leverage Rich Media Efficiently for the First Time
In the past, fragmentation across handset OS and ad network support made benefiting from rich media very inefficient. In 2012, the rise of industry standards like Open Rich Media Mobile Advertising (ORMMA); network consolidation; and cross-platform development environments from companies like Celtra, Velti, Crisp Media and others will efficiently power engaging video and rich media ads for brands that can afford to deploy their mobile ads on a large scale.
- Context and Usefulness
In 2011, "deal-sites" such as Gilt and Rue La La became mainstream. Great mobile ads will soon be based on location, allowing consumers to walk down the street and suddenly walk into one of these deals. These ads will be directly relevant to consumers and will change what successful mobile ads look, feel and act like.
Once these elements have been established, mobile advertisers can turn the focus to real-time targeting. The best mobile ad opportunities will be bid on like keywords in search engines. According to Econsultancy's Online Publishers Survey Report, real-time bidding is currently used by 49 percent of American publishers. This means that, for the first time, ads will be able to be specifically tailored to inventory based on time and place, making them more impactful, relevant and engaging.