One of the principal reasons why mobile advertisement has taken so long to disappear indeed is that marketers are required to repurpose the same desktop methods and the same media. However, consumers interface in completely different forms, in entirely different contexts and completely different mentality with their mobile devices compared to their Desktop. Even the distinction between marketing on a tablet and smartphone to your audience is enormous.
What all the fuss is about may wonder you if you are among the hundreds of thousands of advertisers who just start mobile advertising. The four main distinctions between mobile advertisement and online advertisement are as follows:
Targeting Location-based People
Not only is mobile geographical targeting completely customizable and WAY more precise than IP-based desktop adversity (which is only accurate in miles), but consider how distinct the situation is when you are serving your mobile phone ad to a mobile phone owner, versus a home relaxed desktop consumer.
If we ask you to put yourself in the shoes of a customer would not be wrong as you will feel how much it is easier to get the mobile phone owner to visit your retail location. On the other hand, it's quite tricky for a desktop user to stay for a while and look for a product on a website.
Functionality of Mobile-First
Most mobile advertisements still have the fundamental click-through design, as if mobile customers still were restricted to mouse use. However, the way individuals interact with their mobile devices, as well as mobile rich media advertisements which benefit from mobile features, tend to be much better received is not really representative:
Pinching
Swiping
Tilting
Using GPS for map directions to nearby locations to participate
Including a tap-to-call feature
A whole Rich Media Advertising Toolbox has been created by an online source to help customers generate mobile ads using listed above functions. Back in 2013, the Interactive Advertising Bureau (IAB) published a Mobile Rising Stars – 5 latest mobile standards of ads to represent mobile features.
Re-Engagement
Email addresses can definitely be gathered easily with online advertising (although customers now open mobile messages twice as probably as desktops), however, SMS marketing and re-engagement are only feasible with the mobile phone. Aside from typical QR codes and short-code text-to-join campaigns for a second or two, mobile display advertisements can now be adapted to obtain opt-ins in the SMS remarketing lists themselves.
Consumers subscribing to the list of SMSs can be targeted with messages that connect them with the best possible mobile display advertisements to the same varied media experience. Better still, they are less expensive to service and offer considerably better ROI (return on investment), both in buying conversions and in promoting the brand.
In-App Advertising
The vast majority (most probably 85%) of consumer attention is paid to apps. Advertisers should focus mainly on non-disruptive user experience with in-app ads. Be mindful that the more disruptive an ad will be, the more probable a de-installation will happen. The least disruptive advertising are "opt-in" ads that the customer or user voluntarily watches to get some kind of reward. However, the video ads option is much, much easier to monitor full playback.
Even outside applications, user interruption is usually a major concern with mobile advertising – you want to become aware of it, yet you do not want people to hate you because they redirect it away from the content they like. Unlike a usually relaxed desktop browsing, mobile devices can be used for short distances with a particular purpose. Obstruction leads to irritating customers, devaluation of marks, and inefficient advertising expenditure.