Have you gone anywhere without your smartphone this week? Be honest. It’s okay. Neither have we – nor most of the 217 million other Americans who are glued to their mobile devices each day. So, as an advertiser, what will this increasing reliance on the little glowing screen mean for you in the coming year? Keep reading for some important 2017 predictions for mobile advertising, expected to top $42 billion in the coming year.
Mobile Adblocking will continue to grow. Advertisers can combat this with good creative and effective targeting. Just like desktop traffic has evolved from toolbar and pops, advertisers are going to need to look for less intrusive ways to reach their audience with options like native or in-app advertising.
Targeting and Personalization
Targeting and personalization will be the name of the game. Fewer ads to the right people at the right time. Location based advertising is a huge part of this. Know your target user and make sure to use language to reach them specifically and personally. Utilizing things like geo-targeted facebook ads would be an effective example of this.
Mobile advertisers will need to be aware of bandwidth and data. In some places in the world, bandwidth is increasing, which means we can be more creative and offer richer content. On the other hand, telecommunication operators are beginning to fight back by trying to draw battle lines around data, the only thing they can control.
Advertisers will be more focused on detailed measurement of ROI, and measurable results like a purchase, or deposit, rather than just an install. For example, installs are very easy to get rid of and is a dissipating industry. By focusing on more active and engaged users that are actually purchasing something, you will be able to forecast and gauge performance better in the long run.
Video, video, video. Video advertising is the gold standard for reaching customers with richer content that really shares the brand’s personality. Check out our recent post, “Video Advertising Questions and Answers” to learn more about where to focus your energy.
Staying on Top of Mobile Advertising in 2017
At Advertise.com, our job is to stay on top of the latest developments in online advertising. Mobile advertising is becoming more and more crucial for businesses seeking to grow their customer base. We’d love to help you with your 2017 mobile advertising action plans.
Any advertiser setting out to get more clients or customers online wants to know which online ads perform best, and why. We’ll look at the major strengths of the basic types of online ads, but hold your horses for just a sec! Before any advertiser is ready to create a specific plan for online advertising, there are a few important issues to consider.
What’s Your Online Advertising Goal?
First, think about your goal. Where is your ad sending people? What is your landing page? If you don’t know, you’re not ready for online advertising. You have to know where you want your traffic to go, and what your goal is once they reach your page. Are you trying to sell a product or service? Generate a lead? Share your brand personality to generate warm fuzzies (aka. brand awareness)? Develop an audience for your website and content?
What Kind of Online Ads Should You Consider?
There are several different ways you can go when making your online advertising plan. Let’s explore the three main categories of online ads.
Still looking for answers? We’re happy to help.
Believe it or not, some of the most-shared content out there is video advertising. Remember the 2016 Rio Paralympics trailer “We’re the Superhumans?” If not, go watch it. We’ll wait. That three minutes of advertising was viewed over 7 million times on YouTube, and now has over 1.8 million shares across social media. It’s proof that great content works, even when it’s advertising.
At Advertise.com, we get a lot of questions about video advertising. Read some of the most common video advertising questions and answers below.
Which has a higher conversion rate, Display Ads or Video?
In terms of conversion rates, video advertising is better. Video ads outperform display ads by 20%, with nearly 2% average CTR.
Why do audiences like video ads?
Video creates a more stimulating environment for consumers by meeting their expectations for content, and delivering more intricate messaging and brand personality.
Why do advertisers like video advertising?
Video advertising allows advertisers to reach audience segments across multiple platforms like websites, mobiles, video games consoles and TV.
What does HTML5 have to do with video advertising?
Since the new version of Google Chrome will stop supporting flash, the video advertising market is moving to HTML5 technology. This latest version of HTML coding means better performance and battery life for smartphones, tablets and laptops playing video content, including ads.
Google is the most commonly used search engine. When the company changes its algorithm, ripples are felt throughout the digital advertising industry. As an advertiser or a publisher, it is important to be aware of how changes in Google’s algorithm affect your business. Not being able to use Google products effectively for monetization of content, or to reach your intended consumers spells disaster for most online businesses.
Why does Google change its algorithm, and how does that affect businesses?
Google continually improves user experience with updates to its algorithm. For example, an update Google made to Adwords has a significant impact on ad buying. Removing the ads on the sidebar in a Google results page automatically increases bid pressure for the four ad spots at the top of the page. Being competitive for those spots could have a major impact of overall profitability on those campaigns for advertisers.
Google Rewards Good Traffic
From an advertiser’s perspective, good traffic is a user that searched on Google, found page results that contextually matched the query, and then clicked through to the result. Upon landing on the page the user should have no doubt that they are in the correct contextually relevant place.
Google Doesn’t Like Bad Traffic
Conversely, bad traffic is when a user clicks through thinking that there is relevance, but then ultimately finds that the page(s) are not truly related to the initial inquiry. This is a bait and switch page and will not go very far towards converting for an advertiser, or monetizing for a publisher.
Why Good and Bad Traffic Matter
Google’s designation of good or bad traffic matters, because it directly affects the potential performance of an advertiser, and performance is of course the advertiser’s main concern most of the time. On the other hand, a publisher running Adsense on her site will see more monetization potential from obtaining quality traffic. Additionally, once ads are engaged, and conversion rates are quantified, the publishers overall quality score will rise, and can earn them more monetization.
Google is Powerful
What Google says goes in the game of online advertising. Lately, the search engine monolith has been making changes to favor pages that are mobile friendly, and generally thoughtful to other device types. In response, ad networks have to make sure that their ad products are also mobile and tablet compatible. This helps publisher sites look more attractive to Google’s algorithm.
A while back, Google deemed ad products that use iframes as a bad experience for an advertiser’s landing page, and this practice became prohibited by Google advertisers. Therefore the use of such products has waned over time.
Ads that perform an immediate redirect upon landing are not allowed anymore either. Keen publishers and advertisers and the networks they work with have to stay on top of Google’s changes, or face a huge dip in results.
Great Resources for Staying Ahead of Google’s Algorithm Changes: