Mobile advertising

In a consumer world that is always online, a good advertising campaign should definitely focus on its mobile phone using the audience. However, mobile advertising is a whole new field that is very different from traditional concepts of advertising.


What is mobile advertising?

Mobile ads are the ad world's answer to a consumer world attached to their mobile phones.

Mobile advertising can appear as text-based ads, banner ads, videos or even as mobile games. Given the average screen size of mobile phones, ads are optimised to fit into a smaller display area.

Mobile advertising is an essential part of mobile marketing using traditional data collection techniques and strategies. This can include consumer profiles, demographics, habits, preferences, etc. So instead of going out and trying to reach your target audience with posters and banners, mobile advertising can be used to reach consumers where they spend a lot of their time; on their mobile phones.

The invention of mobile advertising has been revolutionary when it comes to marketing campaigns. Its benefits include an increase in customer engagements, cost efficiency and personalised consumer relationships.

In a world that has more mobile subscriptions than the human population, it would be inappropriate not to focus on mobile advertising.

Advantages of mobile advertising

AvailabilitySocial media platforms and mobile apps have become the modern answer to communication. People spend a significant amount of time on various media and apps. It is therefore important to deliver your campaign directly to your consumers, and what better way to do that than to reach your consumers on their mobile phones.

Geo-targeting: Since consumers carry their phones everywhere, you can use this to geo-target ads. Location-based mobile advertising is a great way to analyse consumer preferences and habits such as shopping favourites. If you're advertising for a salon located in Copenhagen, you'll most likely want to avoid spending money on your ads running in Jutland.

Cost-effectiveness: Mobile advertising is one of the most cost-effective ways to reach your target audience. In fact, the total cost of creating a campaign is a small fraction of what a TV or radio ad costs. Moreover, it is also significantly easier to track the value of mobile advertising as opposed to TV or radio ads.

Creative possibilities: As mobile advertising works well with social media, websites and apps, there is scope to be creative in the delivery of your mobile ad.

Higher conversion rate: Mobile ads typically deliver more clicks and conversions compared to desktops and tablets.


Martino Mike d'Apuzzo

Partner & Senior Digital Advisor

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