Advertising on mobile is gaining popularity with businesses because it offers numerous benefits, including the ability to reach customers in new and innovative ways. In this section, we are going to explore the reasons why mobile marketing is advantageous from an advertiser’s point of view. Here are some of the biggest benefits:
– Accessibility. People are currently spending more time on mobile devices than ever before—so much so that mobile has become a significant part of our lives. We can use apps and the internet to get the latest updates regarding our interests in real-time and from any location, which works wonders for advertisers who can now communicate directly with their audience and deliver messages in an instant.
– Demographics diversity. There are now a plethora of mobile apps available. The number of mobile app users is growing rapidly and they can be found in almost every demographic, socioeconomic background, or ethnicity. Mobile digital advertising is becoming increasingly accurate as it can target users based on time zones, interests, habits or even income levels—therefore giving advertisers the opportunity to reach their audience with pinpoint precision regardless of where they live.
– Creative options. Mobile marketing is a popular strategy for reaching consumers on the go. Mobile ads can be displayed on websites, social media, or apps. Each of these options has unique features and opportunities to play with design. Actually, one can create an app representing their business on mobile devices, after clicking on an ad users could be redirected to this app instead of a website.
– Cost efficiency. Mobile advertising is a relatively inexpensive way to reach potential customers. Compared to the cost of radio or television ads, for example, mobile campaigns are far less costly. Mobile advertising also allows advertisers to track and optimize their budgets more easily than do traditional media such as radio or TV, giving them greater control over their spending.
– Personalization. The ability to reach your target audience with personalized mobile ads is one of the most compelling benefits of mobile advertising. Since each mobile device is usually used by one person, understanding the kind of person who will see your ad on the other side is now a simple and straightforward task. Since each device has its own ID, you can analyze consumers’ habits and preferences, thus creating a perfect mobile advertising campaign with global reach and instant delivery. Personalization can potentially make your campaigns more efficient.
– Targeting solutions. Device ID allows marketers to personalize and target their ads based on users’ behaviors, but this is only one of many ways that location-based services can be combined with other targeting options. Most mobile users keep their devices while traveling, providing an impressive amount of user data indicating where users are physically located at particular times. As a result, marketers can fully leverage the benefits of location-based advertising and combine it with other options, such as behavioral targeting.
– More engagement. Mobile advertising formats include mobile display, rich media and video formats. Some formats are similar to those used on desktops and laptops, but others are entirely different and often bring more engagement. This is due to the fact that mobile ads are getting more and more interactive. Users tend to enjoy engaging with interactive ads, such as rich media, as they allow them to explore a product from different perspectives and sometimes even try it before making a purchase. Some formats allow offering an incentive for user attention – for instance, rewarded video ad formats that are shown within a mobile app.
In addition to mobile advertising’s success in the gaming industry, we can also observe the evolution of digital ads by analyzing the related industries of television, console, and desktop games. From 2015 to 2019, market revenue for mobile games surged from 24 percent to 34 percent. In comparison, revenue for TV, console, and desktop games showed a steady decline within the same time period. There are no questions about the future of mobile gaming that have not been answered.
In spite of the recent outbreak of coronavirus and the resulting negative implications for the industry, mobile advertising spend is expected to continue growing at a rapid pace.