A report sourced from emarketer says "In 2019, worldwide digital ad spending will rise by 17.6% to $333.25 billion. That means that, for the first time, digital will account for roughly half of the global ad market."
What are the common types of mobile advertising?
1. Banner advertising
Banner ads, which usually use vibrant colors and quality graphics to grab customers' attention, are often embedded in a web host page or an app, hoping to pull the customers from the host page to the advertiser's pager and then convert them to paying clients.
2. Video advertising
Now, video advertising is a very powerful communication tool to get a company a desired conversation rate. I personally would love to open the video clip to view and "feel" the products and their functions. When comparing products, if someone has a video for me to watch, it has more likelihood for me to pick the products. A big percentage of consumers watch videos on their mobile phones. In fact, watching video on a phone has more impact and gets more conversions as compared to watcting video ads on TV.
3. Full-screen or interstitial mobile advertising
Interstitial advertisements are the full-screen videos or graphics that are usually placed at app transition points. Given that they are taking up the full screen or the majority of the screen space, they have advantages of drawing consumers' attention. Interstitial ads get high click percentages compared to banner ads, however, it is important that they are only displayed t the interval point so as not to interrupt the user activity flow.
4. Native app-based advertising
These ads are displayed within the app's natural environment of the mobile and hence blend in with the flow. Since they are embedded as part of the mobile environment, they cannot be blocked and the targeted users will not be interrupted. An example of native mobile advertising is Facebook ads. Users scroll through their page / news feed and yet get to see ads embedded in between two news pieces.
5. Gamified mobile advertising
Gamified mobile advertising is a type of interactive video or rich media advertisements, getting customers engaged. Since game based learning is now being considered a highly evolved means of education by all sectors, gamification based ads create high conversion rates.
So what are the best ad platforms for mobile advertising?
1. Google Ads
When using display ads, you can use "device targeting" to target only smartphone and / or tablet users. Ads can be published within apps, browsers and google search results.
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2. Facebook / Instagram Ads
Given the large base of the users, Facebook and Instagram are good options for advertisers.
3. Bing Ads
Although Bing does not have Google's market share, you will pay 70% less for Bing Ads than Google. In addition, with Bing ads, you have more control over the language, location and scheduling of your campaign. You can also use the social extensions app to drive traffic to your social media accounts.
4. AdMob
AdMob, acquired by Google in 2009, allows users to decide what types of ads they want to show and to set filters so only relevant ads are shown. Advertises that want to take advantage of these in-app placements can use Google Ads to show up in AdMob ad locations.
5. AdColony
AdColony is a popular mobile video ad network used successfully by companies such as Hilton Hotels, Adidas and Farmville. Publishers can show video ads during in-app usage. For example, the platform is popular with mobile game developers to show a video ad after the user has completed a task or achieved a certain level.
6. TubeMogul
This is a demand-side, mobile ad serving platform, which assures that your ads will be seen and clicked by real people.
7. Airpush
Airpush is the 2nd largest mobile ad platform for Android, which features 12 different ad formats, including push notifications, overalay ads, in-app banners, etc.
Regardless of the ad types, the best mobile ad platforms would have the following common traits:
- Large inventory of possible ad placements
- Advanced analytics and targeting
- Access to a global market
- Mobile support on all of the big operating systems
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