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.
“Page under ads” are types of advertiser landing pages that come up either as new tabs in a reader’s browser, or open behind the original browser window as the user engages with content on the site. As long as they can remain unobtrusive, page under ads don’t have to have a big impact on user experience. In fact, when aligned correctly with a website’s content and audience, interstitial ads can actually enhance the site visitor’s experience.
Page Under Ads: 3 Positives
Why Do Some Publishers Hesitate About Page Unders?
Do the Positives Outweigh the Negatives for Publishers Using Page Unders?
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.
The days of traditional marketing and advertising are long gone, but companies – especially large corporate institutions – sometimes find it hard to keep up with all the best practices for digital marketing today. In digital marketing, the emphasis is on original content, great user experience, interactivity, and instant gratification. And, don’t forget, everything has to be mobile friendly. Many of our clients, including publishers trying to promote their online destinations, and advertisers across all verticals, come to us for advice on their overall digital marketing strategy, and more specifically, online advertising.
This post outlines some of the most important tips for standing out in digital marketing and online advertising.
Five Important Tips for Digital Marketing and Advertising:
The most important tip for digital marketing and advertising as we move into 2017 is to remember mobile is the main screen. Avoid the common mistake of formatting only for desktop. Since the majority of people will see your message or ad on their mobile screens, it’s important to tailor your message to fit, and make sure your CTA is properly placed.
Whether you’re an advertiser, or publisher, it is important to test a variety of traffic sources and advertising types. Try new sources and traffic types before selecting an ad network, and experiment with different ad types, including contextual, native, social and display ads. Want to know more? Read our blog on how to choose the best ad network.
Avoid banner blindness by changing out creative, images and ad copy on a regular basis. It pays to be creative, and it’s also a great way to A/B test.
In any digital marketing or advertising effort, the most important place to start is with clearly defined goals and metrics. Everything else flows from there. For example, display ads are best for branding, but not necessarily for conversion. If you’re trying to increase conversions, contextual ads would likely be a better option.
Influencer marketing is the wave of the future in digital marketing and advertising. Having a reputable source or influential cultural figure with a big following share products, testimonials, or content is an increasingly crucial method of gaining market share. Our tips? Be transparent, and make sure you’re aligning with the right influencers.
Resources for Digital Marketing Best Practices
Sharing is caring! We gathered up some great resources on digital marketing best practices.
Choosing the best ad network can be daunting for affiliates trying to balance user experience with monetization. Testing is the best way to know how different networks will perform with a particular site. However, affiliates often work with limited resources, so it’s hard to spread test budgets out enough to yield a large enough sample. When there’s not enough data to continue the campaigns, a lot of affiliates give up quickly (and therefore don’t make money). Knowing a few tips on how to choose the best ad network can help streamline the testing process.
Not All Ad Networks Are the Same
Ad networks differ by several important factors, and smart affiliates test to find the best fit. The following items are important differences between ad networks.
Start with a Discrete Test
A/B split testing is the most common way to determine which traffic sources work with which offers. Some networks offer a free trial for a week, or up to a certain number impressions, so it is common to run tests on a one-week basis. Affiliates normally test out 2-3 networks, and see how offers perform within each one.
In order to succeed, an affiliate marketer should always split test one element at a time, but sufficient sample data comes from testing multiple elements.
What to Test When Choosing an Ad Network
Tips for Setting Your Test Budget
Questions to Ask Yourself as an Affiliate Marketer When Choosing an Ad Network
Maintaining a quality user base of interested and engaged site visitors is key to a publisher’s ad monetization strategy. Without a good user experience for new visitors, you can’t create a loyal and returning user base, and traffic can quickly dwindle and die away. In order to maintain traffic, content publishers need to strike a balance between monetization and making the experience positive enough to keep the user on the site. This blog provides some tips on how to choose the right types of ads to make the most money with your website.
Choosing the Right Types of Ads to Make the Most Money
When done thoughtfully and carefully, exit interstitials or pop-unders that open an offer in a new tab or window can be successful. One example is ExitYield, a delayed interstitial to engage the user with native ads when they’re dormant on the page for a period of time, or leaving the site.
In addition, quality on-page units like Native Ads are a safe bet for a great ad experience that doesn’t detract from the UX – as long as you don’t overload the number of these ads on any given page. Remember, it’s a balance.
Intrusive Ads Don’t Make Money
If ads are overly intrusive and block the user from viewing the content they came to the site for in the first place, they will quickly click away, and you’ve lost any further page depth or potential conversion. Slider units that cover content, overly aggressive interstitials, or auto-redirection from the content page to an ad can all detract from the user experience.
Best Practices for Balancing UX and Monetization
In sum, creating a great user experience keeps your traffic flowing, and keeping traffic flowing means more opportunity for monetization. It’s all about choosing ads that enhance, rather than disrupt, the experience with your content.