3 Mobile Marketing and Advertising Predictions
Mobile advertising continues to be a key industry for marketers. So many opportunities are there that weren’t before…
With more and more people relying on mobile devices for Internet connection and social media use, advertisers simply cannot afford to ignore this market. Here are some of the top predictions for global mobile advertising in 2013.
Growth of Targeted Ad Campaigns
Targeted ad campaigns are going to become even more important to mobile advertisers. Currently, advertisers have the technological ability to **mine data,** or collect all sorts of information about mobile users, such as their location, personal likes and dislikes and websites they frequent. You can expect that mobile advertisers throughout the world will use the results of data collection more and more efficiently to target ads to users. Targeting will become more precise over time so that mobile users will only receive ads that are matched directly to their needs and interests. Mobile advertisers may also become interested in pinpointing the time of day when particular users are most likely to make purchases so that they can place ads in front of each user at optimal purchase times.
Creation of Interactive Ads Designed for Mobile
In the past, mobile ads were more like television or print ads transferred to mobile devices. You can expect this will not be the
case in the future. Instead, the mobile explosion is causing advertisers to rethink their strategy. You can expect mobile-specific ad features like these:
– Graphic displays designed especially for mobile devices, especially tablet-friendly ads. Tablet computers have become very popular, so advertisers will want to design ads that look good on them. Tablets also offer greater graphical capacity that advertisers will want to take advantage of.
– Interactive ads where users are encouraged to play games via the ad. For example, a car ad may require users to use their fingers to move an on-screen car through an obstacle course.
– The ability to purchase products immediately by touching the screen during the ad. This will be especially effective if the user has a payment source connected to his or her mobile device such as Google Checkout for Android-based devices.
– Ads that are designed to automatically detect the device and platform and optimize themselves accordingly. That way, ads will display and run effectively on each user’s mobile device with a minimum of effort from ad developers.
Mobile Ads Will Become Part of a Networking Campaign
In the past, ads have been used for the sole purpose of converting prospects into sales. While direct sales will continue to be an important part of every ad campaign, mobile ads will begin serving a larger purpose in 2013 and beyond. These ads will become the point of entry into a long-term relationship between viewers and companies.
These ads will do this by directing viewers towards many channels rather than just towards sales. For example, ads may direct viewers to “like” a fan page on Facebook, connect on Twitter or read a blog. They can also be used to sign up viewers for newsletters, allow them to enter giveaways or provide them with access to special discounts. There are an infinite number of possible uses for these ads; you can expect them to become more and more integrated into a company’s total marketing campaign. These are only a few important changes you can expect to see in the mobile advertising industry in the next few years. Mobile advertisers will continue to make creative use of technology to drive sales and customer relationships over time.