Mobile display advertising: essential things you should know

Description= If you desire to know more about mobile display advertising, read the article. In it, we uncover the issues of mobile and Internet usage in the world and stop in more details on the issue

According to the latest data, in the world, there are over 3.5 billion Internet users. And there are over 5 billion mobile owners, which roughly says that there are 1.42 mobile phones (and tablets) per 1 online user. That is, a lot of people use outdated phones, without Internet access. Some relevant data says that 80% of all Internet users have at least 1 mobile phone, which they use to access it. So, even if to consider that only 2.8 billion mobile devices are connected to the Internet (in the worst case), it means that 37% of the entire planet population (over than a third part!) can access online through the screens of their phones. Every day, everywhere (but mostly, on the territories of the developed countries).

Mobile phones have largely outweighed the number of non-portable personal computers that are used to access online on a daily basis. Mobiles account for around 55%-60% of the entire online traffic of the world. Already in 2016, 3 years ago, marketers used to spend over half of their budgets to mobile commercials. By the end of 2019, it is expected that over 75% of the budgets will migrate to a mobile field, and the mobile traffic is likely to rise to over than 60% of the entire mass of online users.

Under the pressure of such numbers, it is impossible to believe that any modern company might still not think about mobile advertising or having a mobile-optimal webpage being their online business card.

So what is a mobile advert? According to Google, it is any advertising that is shown in the apps or in web pages opened on tablet and mobile screens and that can be normally viewed by such screens.

Mobile advertising has own peculiarities:

• smaller screens (which limit the width and height of shown commercial)
• big buttons are a must (to suit fingers of users, which can take a big portion of a screen)
• it shall not interfere with user experience (like making it impossible to close an ad without a need to scroll in either side, reload a page, or take whatever other unconventional action).

The types of mobile ads in the app advertising networks

1. Banners. They can cover all or a part of the page. It may have a closure button instantly or not instantly available. If you see such a banner in the game or another mobile app, you may be stimulated to watch it until the end because you will be given with some in-app treat. Banners can be shown after some action in the app, from time to time, and upon the closure of it. The banner can include a still picture or moving gif.
2. Native ad. These are the banners, which do not look like those. They are integrated into an app in a way to seem an inseparable part of it.
3. Video. It can be shown on YouTube or in any other app – instead of a banner ad. The video can be clickable entirely or just at the end.
4. Search ads – these are the sponsored search results that a user sees in Google search results. They can be effectively combined with SEO (promotion of a site based on keywords).

The types of mobile advertising

1. In-app and mobile web. The first ones are increasingly more efficient than the latter (approximately 6 to 1).
2. In-game vs. the rest of in-app ads. They are more entangling for the younger audience and such ads tend to be watched until the end – for the promised reward.
3. Location-based. They are ought to be shown when a user enters some specific geolocation (for instance, 1 kilometer close to some store).
4. SMS marketing. Lesser-met but still relevant advertising through texting to users. It is one of the most expensive ways to advert (as SMS costs money to be delivered to a device) and is only relevant for mobiles with SIM cards (irrelevant for all other types of devices that do not have SIMs – like PCs, laptops, and unconnected tablets).

App advertising companies increasingly use programmatic display advertising to place mobile ads – to increase the relevance of the audience. Also, mobiles are believed to nearly not have any bot frauds (that make clicks or views without an actual person behind) – as there is some person is behind the mobile screen with nearly 100% probability.