From ads designed for desktops, now advertisers design ads that can reach the increasing population of mobile users. Mobile advertising has targeted more audience that would just click an ad, download a new app, or apply for a new credit card.
To ensure this reach, advertisers can choose between mobile web placements and mobile in-app placements.
Mobile Web Placement
A mobile web placement is an ad space that is strategically located on a mobile website. This allows the mobile users to see the ads served on these placements as they scroll up or down through the website that they are visiting.
When users click on these ads, they will be directed to a landing page, where they can see the advertisers’ call to action. The call to action could be “download now”, “buy now”, or an opt-in subscription. This is where the visitors get converted into users.
Since mobile web placements can be placed into any website of the advertiser’s choice, or depending on their targeting parameters, these types of placements can therefore target a wide range of users. Along with that, mobile web placements also have cookies that are available, which means that it can identify users to help the advertisers provide more personalized campaigns.
Mobile In-App Placements
Mobile in-app placement is a form of mobile advertising where the ad is placed within the app used by the user.
App users spend longer time using an app than browsing through a website, therefore, there will be a greater chance of user-campaign interaction, increasing the chances of the app user to respond to the ad’s call to action.
At the same time, since apps needed to be downloaded, it takes a greater effort to “adjust” its traffic. This means that there is lesser chance of receiving fake traffic in an app, therefore, advertisers are rest assured that their ads are seen by real users.
Apps are also known to be focused, that means that if the app is about baking, it will just be about baking and as much as possible just about baking. Any additional content on the screen, such as ads, will most likely be minimal, therefore, ads placed in apps would have greater screen time since they have lesser competition.
With the exclusivity provided by apps, there is a higher click-through rate (CTR) of ads placed in apps. Along with that, as the app is safer for the user, providing information such as location is very easy to attain and this information can be used by the advertiser to adjust their campaign and make it more local for the user.
Finally, apps can have SDKs (Software Development Kits). This allows the campaign to be in different formats. They can be videos, interactive banners, banners with videos, and other ad formats which can be easily attached to different apps with the same coding format.
For a mobile ad to be successful, there are several things to take into account, and that starts with fully understanding the needs and wants of the target audience.