Over 60 percent of the traffic to your website may be coming from the mobile phones. By the year 2020, mobile phones are expected to cater to more than 80 percent of the general internet traffic. Mobile phones are more than small-sized computers and open up new capabilities and challenges for marketers. Here are five trends that influence mobile adtech in 2018.
More users are blocking ads on their mobile phones than ever before. Most of the mobile users find most of the ads annoying and irrelevant. The mobile adblockers affects the sites straight from the browsers but not the apps.
Companies are working around the issue by utilizing data to come up with relevant ads and improve the user experience. A good example is the Talking Ads machine learning algorithms that help determine what is relevant for the user and the best time to show the ads to him or her. This improves the acceptance and creates interest among the users.
The other way around it is to create apps instead of allowing access to the sites via the browsers. The apps give the company access to the user whenever they need to advertise. However, they have to provide value to prompt download and install. Moreover, they also need to keep the user interest to prevent uninstalling later on.
In the recent pasts, there has been an explosion in the mobile video content partly fueled by the social media. With the low cost of internet and the ability to share video across the networking platforms, most mobile users are consuming many hours of video content.
Facebook and Twitter take the giant stake with millions of views followed closely by Snapchat. The vertical orientation in Snapchat end ears it to many as there are no blocks of space left on either side of the video.
Marketers are now going for the read-in format where the video content is placed as part of the content and plays when the user reaches it. Not only does his enable users to read the rest of the relevant content, but it also increases the chance the user will read the whole content and watch the entire clip.
It is almost impossible to transfer a web campaign to mobile and expect any positive results. However, the vice versa is true. Marketers are now adopting the mobile first approach to ads marketing before heading to the web. In the process, they aregetting rid of boring banners, flashy ads,and other traditional online marketing tools.
Mobile advertising opens up new opportunities to the marketers and enhances the message delivery. For example, mobile phones allow for 360 videos and virtual reality. You can also make use of the gyroscope to give the audience an ‘experience, of using the product.
Here is an example. If you are marketing a car with the use of the gyroscope, the user feels as if he or she is in the vehicle and can look around as the vehicle drives along. This is a feature that is not possible withdesktop-based ads.
The mobility of the mobile phones gives the marketers’ insights into the behaviors and the likes of the users. Marketers can follow the mobile users to the places they hang out, people they meet and things they buy. This provides more insight than just looking at the browsing behaviors on the internet,
Location-based marketing has gone a step higher with the inclusion of big data and machine learning. These technologies allow you to determine the best ads to serve the user depending on their location and the places they like visiting. With the use of professional services such as Talking Ads Marketing services, you can enhance the relevance of your ads based on data and customer research.
Programmatic direct is gaining popularity
Traditional advertisements involve bidding or an open auction where advertisers get spots depending on their bid amounts and the time of the day. The biggest disadvantage with this mode of advertising is that it d does not offer premium spots for many advertisers and there is no guarantee that the advertiser will get the ad displayed when he needs to have it displayed.
Most mobile advertisers are now going for programmatic direct where they buy the ad spaces rather than bid for them. The negotiated deal comes at a fixed price and inventory and assures the advertiser that the ad will be available at the agreed time and for a set period. Campaign tracking is done automatically.
This method is most preferred by advertisers who are concerned about the brand safety and are looking for a specific audience for their products. For example, a car parts dealer may prefer to place ads on a car sales page or forum for it already has the right audience.
As new technologies come in, mobile advertising is transforming by the day. You have to keep at per with new developments to reach your audience more effectively.