Mobile Advertising and Platform:
Mobile advertising is a method of advertising that appears on mobile devices such as smart phones, tablets or PDAs that have wireless connections. Advertising can take place as text ads via SMS or banner advertisements that appear embedded in mobile web site, in downloaded apps or in mobile games.
A mobile advertising platform is a third-party network that allows advertisers to publish text, graphic or animated advertisements on mobile websites and applications. A mobile advertising platform provides a mechanism that facilitates the monetization of sites and applications through targeted advertising channels designed to gain revenue from the traffic of mobile users.
A mobile advertising platform is an intermediary between mobile publishers and advertisers and works like a typical Internet advertising platform, where advertisers promote and advertise products through related mobile sites and applications. A mobile advertiser pays a set publishing fee for each site generated action that benefits the advertiser. A mobile advertising platform tracks all actions and activities and manages advertiser-publisher billing. Actions may be in the form of display ad clicks, views, leads or sales generated by the publisher's site. These actions serve as the mobile advertising platform's core business model, which include billing models like cost-per-click (CPC), cost per impression (CPI or CPM) and cost-per-sale or action (CPS or CPA).
Mobile Ad Types:
- Banner
Still the most popular mobile ad format, the banner ad uses a “banner” at the top or bottom of the screen which features relevant text and graphics. Banner ads rely heavily on brand recognition, with little space to provide detailed information. It’s a simple and safe way for a brand to get their name and product viewed by as many people as possible.
- Native
Native ads are ads that don’t really look like ads. Rather than present a banner with relevant information, native ads attempt to seamlessly integrate with the publisher’s app. The ad format mimics that of the original app format for optimal user experience.
- Video
Video ads are simple in their concept yet complex in their execution. They are literally videos that play either while a user opens or interacts with a mobile application. They require a substantial budget, but offer a high level of user engagement.
- Interstitial
Interstitial ads are interactive ads that display across the entire screen, often while an app is loading or after an app is closed. Interstitials offer users a chance to partake in high-level engagement with an advertisement’s product, often featuring compelling and creative call-to-actions.
- Rich Media
Interactive, highly dynamic ads that are limited only by the advertiser’s creativity (and budget). Rich media ads specialize in creatively engaging with users to generate high CTR and conversions. Rich Media has already begun to demonstrate the power of it through various successful campaigns with big-name clients like Proctor & Gamble and Expedia.
Opportunities and Universality:
We are now in a mobile-first media consumption and advertising environment. Mobile continues to be at the forefront of digital advertising growth in the globe highlighting it as a priority for advertisers, agencies, and publishers. The global mobile ad market has not only benefitted from the rapid smartphone adoption in emerging markets but also better ad targeting capabilities in mature markets.
The best part of mobile advertising is that the cellphone is an extremely personal device. Typically, one smartphone has only one unique user. This inimitable feature of mobile advertising has made it invincible as advertisers can enjoy precisely targeted communication channel. Thus campaign effectiveness and response rate get much higher than the other media. The testability, precision, interaction, integration and immediate response that can be extracted from a mobile device user is splendid and advertisers really enjoy advertising their products here as advertisers can have a clearer notion regarding the customer base and their taste.
On July 2017, IAB released its worldwide study of smartphone owners, which found that 1 in 5 smartphone owners worldwide use their device every 5 minutes, and nearly half of all users are motivated to react to ads after seeing them on mobile. Today, IAB, IAB Europe, and IHS Markit are jointly releasing research that shows that the powerful relationship consumers worldwide have with their mobile devices is translating into mobile’s continued growth as a profoundly important marketing platform.
Exclusive “Nice to Have” Aspects:
- Haptics
Getting a consumer to watch a mobile video ad all the way through to the end is certainly a “win” for a marketer; it shows a level of engagement and commitment to the creative and to the brand. And of course there is the exposure to the end card, which gives them an opportunity to interact and take action – opening them up to multiple campaign KPIs. But if the viewer chooses to replay the video, that demonstrates an even deeper connection, because they are actively seeking more exposure and understanding of the ad message.
Haptics, or vibration, in mobile ads, runs so far that video ads enhanced with haptic effects had higher click-through rates, with some “haptified” ads getting as much as 220% higher CTR than those without. Other metrics, such as positive sentiment and ad recall, also improve. Experience a HAPTIFIED ad here: https://vimeo.com/157625569
- VR
Virtual reality has been an emerging subject matter in this industry from 2016, and is only beginning to mature as an immersion tool. One way that marketers can do this is to think of the smartphone as a lens through which the consumer “sees” the world – and unlike other digital mediums, it is completely free in its movement. Looking up and down, side to side, the mobile user can get a sense of freedom in their experience, and that feeling of “choice” will empower them further to take action within and after the ad experience is over. Experience a VR ad here: https://vimeo.com/162983050
Revenue and Numbers:
This new research found that global mobile advertising revenue surged to $83bn (€63bn) in 2016. This marks an uptick of 60.5 percent from $52bn (€39bn) in 2015.
From a format perspective, the study found that:
- Mobile display both saw the highest growth rate, at 64.3 percent, as well as drove both the most investment (at at €34bn ($45bn) globally, a 54 percent share of total mobile spend globally).
- Mobile search was a close second, both in terms of growth (up 61.1 percent), as well as in spend (at €27bn ($36bn) globally, a 42.8 share of total global mobile spend).
- Messaging (SMS/MMS) grew by 11.2 percent, as users migrated from operator-owned messaging services to app-based messaging platforms, though it remains a smaller format in absolute currency terms, generating €1.9bn ($2.6bn) and representing 3.1 percent share of total mobile spend globally.
You are recommended to check this link out. Figures and charts always narrate the scenario better than it does a description: https://www.iab.com/wp-content/uploads/2017/07/IHS-Markit-Global-Mobile-Ad-Revenue-Report-2016.pdf
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