Why Brands Need to Focus on Mobile Advertising as We Recover From a Pandemic
Mobile advertising has developed significantly In the past 10 years. Each time you operate your smartphone, you come in contact with mobile advertising. Over time, it has become more personalised, is found in multiple formats, and is on almost every app.
Mobile advertising without a doubt produces great results. Reports by IAB show that nearly three-quarters of all internet time is spent on a mobile device. As a result, advertisers continue to increase their total ad-spend on this platform. Plus, the covid 19 pandemic changed how people connect with brands. It also changed how brands connect with their audience. As we re-emerge from the pandemic here are 3 reasons brands need to take advantage of the opportunities that mobile advertising presents.
- A mobile-first approach helps in achieving marketing goals
The widespread use of mobile devices has shifted the way people consume content. By matching the current consumer behaviour, brands can create ads that will be successful at meeting their marketing goals.
According to Facebook, a mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimised for mobile.
Part of thinking mobile first is also thinking creatively and designing a mobile experience that is sure to interest your audience. For example, to beat the competition, Domino’s created the “Piece of the Pie Rewards program. “ Customers that signed up for the program earned 10 points whenever they scanned any pizza with their mobile phone. And when they got up to 60 points, they would receive a free pizza box. With this strategy, they were able to generate lots of content and increase their brand awareness
2. Brands can be built through mobile
A mobile-first approach is essential in brand building, especially for direct-to-customer (D2C) businesses. According to Criteo, 65% of global online transactions happen on mobile devices, and seeing that most D2C consumers are positioned online, D2C businesses need to have mobile in mind when planning their business strategy
By using a combination of responsive designs, social media and creative content, d2c businesses can successfully build a brand on mobile. For example, Glossier gives away products to fans who purchase the most products or engage the most with the Glossier brand. They also create user-generated content by encouraging their followers to post about their personal experiences with Glossier. With this, they can grow their customer base and build confidence in their brand.
3. Mobile provides creative freedom
As the use of mobile technology grows, marketers are turning towards mobile and infusing more creativity into their mobile ads.
One benefit of using mobile is the plethora of creative options. Countless formats and channels are available for brands to execute creative ideas with ease. Mobile ads can be placed on websites, social media, or apps, with each platform offering different creative opportunities. A great example of the creative use of mobile is Burger King’s Augmented reality (AR) “Burn That Ad” campaign. Customers who downloaded the burger king mobile app could digitally burn the ads of their competitors to claim a prize. Through this campaign, they received an increase in app downloads, sales, and engagement.
Using mobile has changed advertising from what was a monologue to a dialogue between brands and consumers. Customers can now speak directly to brands, and brands can speak back. This creates an opportunity to build a great user experience by giving customers exactly what they want. With the right approach, mobile advertising can create unlimited opportunities for brands that are willing to take advantage of it.
