KEY MOBILE ADVERTISING TIPS FOR 2019.
Everything is now ‘Smart’… So we’ve put together some mobile advertising tips to help you into the new year.
Brands are turning their focus toward mobile media advertising to grow visitors, reach and engage new users. The challenge for many is mobile media and advertising is different. You can’t simply use the same channels in the same ways for mobile as for desktop. You also can’t create the same kind of ads.
The obvious differences between desktop and mobile devices, makes a big impact on how users are able to view and consume media.
Here are some key mobile advertising tips and characteristics of mobile ads compared to those for desktop you need to carry into 2019:
Don’t Do Bloated Graphics
Mobile devices are getting faster, as are download speeds, and they’re able to hold more memory, but desktop devices still have the direct connection and more memory. Ads with intensive graphics or videos will slow down mobile page load times, which can increase bounce rates.
Brands must create mobile ads that still look great, use the same high-quality graphics or videos but with a reduced data load. It’s about balancing the quality of exaction with the need for speed! A smaller screen doesn’t need all the same level of detail that a big screen may have. A picture with a lot of details, too much text, or competing colours and textures can become a jumbled mess when seen on a mobile screen.
For images, video and other visual content to be fully engaged with it needs to be immediate, fast, stimulating and simple in order for mobile users to fully consume and appreciated it.
Short, Sharp & Catchy
Mobile users are exactly that. Mobile.
They are short on time, and they are usually browsing on their phones when they are in between other tasks, such as while commuting to work, waiting in the doctor’s office, or just waiting for a date to come back from the loo.
Brands don’t have a lot of time to reach and engage mobile users, so its about creating ads that are short and to the point, as well as catchy and will attract attention, without being disruptive to the entire mobile experience.
Images and videos are best at doing just that. Our appetite for words has diminished. On mobile we want to consumer immediate visual information.
Images should be inspiring, relevant as well as being bright, vivid and contain some striking visuals. They should be able to make a statement at a glance without words or with only a few words.
Videos MUST now be short. 2 years ago a web vid could be 90 seconds, going into 2019, 30 seconds seems to be the upper limit for mobile video ads – the shorter, the better. Video should be funny, stimulating, immediate and engaging.
Mobile users are now even shorter on time and attention. Brands must make sure their ads are created with that in mind.
Brands have become demanding of users attention, more often than not highly interruptive, with ads that expand to cover the whole page if rolled over, certain content or ads that pop up when users try to leave a page. All great tactics on desktop. However, these tactics won’t work on mobile. Those who try to use them will find themselves penalised by Google.
Mobile users will also be turned off by these strategies and will do whatever they can to avoid the ads or the pages that publish them, including leaving the site and not returning or using ad blocking software.
Mobile ads must be unobtrusive, and they must blend naturally with the environment on the page. They must do all that and attract attention. It’s not an easy balance, but it’s what mobile users demand. We can help with this.
Obvious One: Highly Targeted
Mobile phones are the most personal of devices. Successful mobile ads must be designed with this more personal usage in mind, which means that they should be as precisely targeted as they can be. One to One targeting isn’t quite there yet (and further impeded by GDPR over the coming period), but there is still the holy grail and to some extents, we are getting there.
For 2019, it is vital that brands use ad platforms that give them many targeting options that are relevant to the audience. They should also seek to use extensive research to find accurate mobile targeting data. Whether or not this comes from in-house CRM, keyword research, or market research or even rely upon the ad platforms themselves. The latter will no doubt provide analytics information about who is clicking on certain ads and then converting. That information will tell brands who these ads resonate with, when and where and how they perform on mobile.
More Potential to Reach Customers
The biggest thing that separates mobile ads from desktop ads is that they have greater potential to properly engage customers. If you get nothing else from this article about mobile advertising tips, please do ensure you do take note of this one!
Why? Mobile devices are used more intentionally, more personally and users have a sense of immediacy with them. When they see your ads, they are more likely to act. In many cases, they are already on their mobile devices to shop.
The targeting options give you greater potential to reach individual users. If you use the right advertising solutions, you enhance that potential to maximise your results and deliver an improved customer journey from the very start of their interaction with you as a brand through to purchase.
How We Can Help With Mobile Media Campaigns
Whether brands are just starting their mobile ad campaign or they already have a campaign started, Mobylise™ can help get the results you need. From mobile media planning, buying and creative. We hope you’ve found our mobile advertising tips helpful, and do contact us today if you’d like to find out more.