mobile adsPeople have developed an amazing attachment to all kinds of on-the go devices including mobile phoens, smartphones and tablets. A connected mobile device seems to be the people’s most treasured tool for staying connected to everything they care for—family, friends, business or workplace, news updates and yes shopping alerts. Given this, mobiles has become an important advertising medium for brands seeking to connect to the consumers at a more personal level. Undoubtedly nothing can parallel the efficacy of mobile ads in putting your business right in front of your prospects—especially the demographic of “young, tech-savvy” consumers– as they cling to their mobile devices throughout the day. This new medium of advertising opened up new, exciting possibilities with its geotargeting abilities. Unlike desktop computers, mobile devices allowed the marketers for the first time to leverage the information about the prospects’ whereabouts to speak to the consumers and guide them through a well defined purchase path. Mobile advertising thus easily becomes the part of the consumers’ in-store experience. In other words, mobile advertising precise more agile with its ability to target not only by location, but demographics, device, and behavior The evolution of mobile ads In the nascent stage of mobile advertising, the focus was entirely on conversions and a range of tools including vouchers, coupons or free QR codes were used as the tools to convert a prospect into buyer. Those were the days when SMS advertising ruled the scene, as a matter of fact in some markets it still is the dominant type of mobile advertising. The top of the page banners and bottom of the page web

posters are next important category of advertising that are dependent on the mobile web browsers and target mobile web searchers. Enters rich media and the mobile advertising undergoes a dramatic evolution. In the post-desktop era, web browser based searches have given way to apps, with mobile users spending 80 of their time in an app. To put it in a nutshell, with the precise, tailored advertising contents, the consumers discovered all new user experience in the mobile applications. The applications let you discover deals and offer in exciting new ways within mobile games and mobile videos, during mobile TV receipt, and also tells you the most efficient way to reach them. If industry experts are to be believed, one in two mobile media users are happy to receive advertisements as long as they find them in a any way useful to them and as such they welcome coupons, location alerts or alerts of location challenges etc. Click through rates vs performance The rich media display ads have their own advantage—their click through rates are significantly higher than that of the PCs. As a result, these ads tend to drive deeper customer engagement. As such campaigns that are focused on building brand awareness leverage the interactive rich media mobile ads. In fact some of the world’s top brands like Samsung, and Coca-Cola tasted huge branding success with their highly interactive and visibly alluring mobile campaigns. For example Samsung’s one of the recent interactive mobile advertisements launched in lieu with its new hybrid device last year, proved to be immensely successful in terms of brand awareness. The interactive ad invited the users to swipe up to reveal the ad. The interactive ad allowed the users to control the speed also the direction of the story itself with the pause, scroll and jump ahead options through the ad. The ad ends with the display of an interactive 360-degree view of the device, with detailed specifications and links to Samsung Mobile’s social channels. Needless to say, the level of curiosity the ad was able to spark off was unprecedented. However, performance driven advertisers in the sectors of insurance, online education, real estate, restaurants and likes, do not treat click through rates and engagement rates as their primary metrics. These businesses are on the lookout for something more tangible, a qualified traffic. For them engaging prospects in interactive ads is not enough, they would benefit only when the traffic are induced into performing certain acts as seeking direction, filling out a form or even seeking an appointment. For these advertisers, diverse mobile applications have become the primary medium of communicating their performance marketing contents. They are also investing in mobile marketing services to generate qualified leads, based on location, behavior and intents. The data enables the advertiser to reach out to the consumers that are most likely to welcome their campaigns. For the advertisers targeting a specific demographic for something like a luxury real estate, these specific data can act as big performance differentiator, by helping you connects to your customers while they’re on-the-go. However the unending choices of device and operating system make it confusing for the brands to understand how and when they should ideally target their audiences. Despite its challenges, mobile advertising has tremendous potential for the simple reason that mobile is more personal and more local than any other advertising channel. Mobile often connecting and integrating other media formats, it has more reach to the customers than any other media

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