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With the rise of smartphones and mobile devices, consumers spend more time on their devices than ever. This shift in consumer behavior has also led to increased mobile advertising, with businesses recognizing the potential of reaching their target audience on the go.
A recent study by InsightExpress found that mobile ad campaigns are 5 times more effective than online campaigns. Mobile advertising spending is expected to reach 400 billion dollars by 2024, highlighting the importance and potential of mobile display ads.
Mobile display ads now make up a significant portion of digital ad spending, with their growing popularity and success.
In this guide, we will explore everything you need to know about mobile display ads. From understanding the evolution of mobile ads to designing effective campaigns, we will cover all aspects of mobile display ads.
Mobile display ads are graphical advertisements that appear on mobile devices, such as smartphones and tablets. The desktop version of display advertising involves placing ads on websites, while mobile display ads are specifically designed for smaller screens and optimized for touch interaction.
In mobile advertising, static, interactive, graphical, or animated ads are placed within mobile apps, games, or websites. These ads target users through demographic, geographic, and behavioral characteristics to increase brand awareness, drive conversions, or encourage specific actions.
Over the years, mobile ads have evolved to meet the changing needs of consumers and advertisers.
The first online ad appeared on 27th October 1994 when a banner for AT&T appeared on Hotwired.com. However, it wasn’t until 2000 that the first mobile ad was served through SMS.
In 2007, Apple released the first iPhone, and with it came a revolution in mobile technology. The large touchscreen and enhanced internet capabilities paved the way for more sophisticated mobile ads. In 2010, Apple launched iAd with iOS 4.0., its mobile advertising platform allowing developers to embed ads directly into their apps.
Since then, mobile ads have continued to evolve with the introduction of in-app advertising, location-based targeting, video ads, and more. The rise of social media platforms also led to new mobile display ads on apps like Facebook and Instagram.
Recently, augmented reality (AR) and virtual reality (VR) technologies have also been incorporated into mobile ads, providing users with a more immersive and engaging experience.
For example, Snapchat filters and Facebook’s AR ads allow users to interact with branded content in a fun and unique way. Using VR in ads also provides users with a more immersive and interactive experience.
With the increasing use of mobile devices for shopping, advertisers have also started incorporating shoppable ads, allowing users to purchase products directly from an ad.
Various display ads are available to advertisers to reach and engage audiences on mobile devices effectively. Each type has its unique characteristics, best practices, and benefits.
Banner ads are one of the most common types of mobile display ads. These ads appear as a small rectangular banner at the top or bottom of an app or website. They usually contain a static image, text, and a call-to-action (CTA) button.
The key to a successful banner ad is to make it visually appealing, concise, and relevant. Due to their small size, they should also be optimized for quick loading times.
Interstitial ads are full-screen ads that appear between content on an app or website. They usually have more interactive elements such as videos, games, quizzes, or surveys.
These ads are best used for driving conversions or promoting a specific product or service. However, they should be used sparingly to avoid interrupting the user experience.
Push notifications are alerts sent to a user’s mobile device, even when they are not using the app. UA companies use these ads for retargeting or notifying users about promotions, sales, or new products. They have a high click-through rate but should be used carefully to avoid spamming users.
Rich media ads are interactive and dynamic display ads that give users a more engaging experience. They can include games, quizzes, polls, or 360-degree imagery.
These ads are highly effective in increasing user engagement and brand recall. However, they require more resources and time to create compared to other ad formats. For this reason, they are best used for promoting high-value products or services.
In-app ads are specifically targeted to users within mobile apps. These ads consider a user’s behavior, interests, and location to display relevant and timely content. As mobile users spend most of their time within apps, in-app ads provide an excellent opportunity for advertisers to reach their target audience.
The key to successful in-app ads is to ensure they are relevant and non-disruptive to the user experience. Otherwise, users may uninstall the app or opt for ad-blocking software.
To create successful mobile display ads, there are key components and design principles that advertisers must consider. These include:
The creatives in a mobile ad, such as images, videos, or animations, play a significant role in capturing the user’s attention. A visually appealing and relevant creative can make or break an ad’s success. Advertisers must consider their creatives’ size, resolution, and format to ensure they are optimized for mobile devices. Assets such as product images, logos, and slogans should also be high quality and effectively convey the brand’s message.
Mobile users have a short attention span, and slow loading times can lead to high bounce rates. Advertisers must optimize their ads for quick loading times to capture the user’s attention before losing interest. This may involve reducing the file size of the ad or using compression techniques. Autoplay should also be optimized for video ads to avoid long buffering times.
Mobile ad space is limited, and advertisers must make every word count. A clear and concise message will significantly impact the user more than a cluttered and confusing one. Advertisers must carefully choose their copy and ensure it aligns with their brand message. They should also consider using simple language that is easy for users to understand in a short amount of time.
A call-to-action prompts the user to take a specific action, such as clicking on the ad or visiting a website. A clear CTA is essential for driving conversions and should be prominently displayed in the ad. Advertisers can use action-oriented language and design elements such as buttons or arrows to guide users’ actions.
Many mobile users browse with their devices on silent mode, making audio-based ads ineffective. Advertisers must ensure their ad is optimized for silent playback, using visuals and text to convey the message effectively. They can also provide subtitles or closed captions for video ads to reach a broader audience.
With mobile devices being the primary source of internet access, advertisers must prioritize designing for a mobile-first experience. This involves considering the following:
Mobile devices have a narrow screen width, making vertical formats more effective in capturing the user’s attention. Advertisers should focus on creating ads that can be viewed easily in a vertical orientation rather than horizontal ones. Vertical video ads have also proven to have higher completion rates and engagement than horizontal ones.
Mobile users have limited time and attention, and advertisers must keep their ads short and to the point. Advertisers should aim for 15-30 seconds for video ads and a few lines of text for display ads. This will ensure the user receives the message quickly and is more likely to engage with the ad.
As mentioned earlier, many mobile users browse with their devices on silent mode. Advertisers can use captions and on-screen text to convey the ad’s message without sound effectively. They should ensure the text is large enough to be easily readable on a small screen and placed strategically within the ad.
Mobile ads can utilize gestures and interactions to create a more engaging experience. For example, users can swipe through images or videos in the ad, tap for more information, or use a pinch-to-zoom feature. Advertisers should consider incorporating mobile gestures and interactions in their ad design to make it more interactive and memorable.
To ensure the effectiveness of mobile display ads, advertisers must continuously test and iterate their design. This involves:
A/B testing involves creating two versions of the same ad with a single variable changed, such as the creative or CTA. By showing each version to a different group of users and measuring their performance, advertisers can determine which version performs better. This allows them to make data-driven decisions and continuously improve their ad’s effectiveness.
User feedback can provide valuable insights into how users perceive and interact with ads. Advertisers can gather feedback through surveys, focus groups, or social media. They can then use this feedback to make necessary changes to their ad design. Additionally, analyzing data from ad performance metrics can help advertisers identify areas for improvement and make data-driven decisions for future ad design.
As with any advertising medium, mobile display ads come with their own set of challenges. Advertisers must be aware of these challenges and have strategies in place to overcome them.
The increasing use of ad-blocking software poses a significant challenge for advertisers. These tools block ads from appearing on websites and apps, making it difficult for advertisers to reach their target audience. To combat this challenge, advertisers can consider the following strategies:
Ad-blockers are often motivated to improve their browsing experience, avoid distractions, and protect privacy. Advertisers can address these motivations by creating less intrusive and relevant ads that do not compromise user privacy.
Native ads are designed to mimic the look and feel of the platform they appear on, making them less intrusive and more likely to be accepted by users. Advertisers can utilize native ads to reach their target audience without triggering ad blockers.
Mobile display ads have the potential to disrupt the user’s browsing experience. Advertisers must balance displaying relevant ads and maintaining a positive user experience.
Displaying too many or irrelevant ads can lead to a negative user experience, resulting in ad fatigue and increased ad-blocking. Advertisers must find a balance between displaying ads frequently enough to reach their target audience while ensuring the ads remain relevant and non-intrusive.
Various platforms may have different guidelines and restrictions for displaying ads. Advertisers must be aware of these limitations and adjust their ad design accordingly.
Platforms such as Facebook, Google, and Apple have specific guidelines for ad content, including image size, text limit, and prohibited content. Advertisers must ensure their ad design adheres to these guidelines to avoid rejecting or removing them.
Advertisers must also consider how their ad design may need to be adapted for different platforms. For example, an ad designed for Facebook may need to be fixed on Instagram due to the other image sizes and formats. Advertisers should optimize their ad design for each platform they plan to advertise on.
Partnering with a trusted mobile display advertising partner can greatly benefit advertisers looking to maximize the effectiveness of their ads. One such partner is VenziMedia, a programmatic advertising platform that delivers high-performing mobile display ads.
A vast network of premium mobile publishers allows VenziMedia to reach a large and diverse audience. The advanced targeting capabilities, including demographic, contextual, and behavioral targeting, help deliver ads to the right audience at the right time.
Let VenziMedia help you navigate the challenges and leverage the potential of mobile display ads.
