How can ads capture the attention of customers on smartphones and tablets? Is there a difference between how clients react when they see ads on their mobile phones as opposed to when they see these on their laptops? A recent study found out that an audience is still much more in tune with what’s happening on television, which makes TV ads still a relevant and impactful medium. But second to TV ads are mobile ads, and in the far distance are desktop, print, and radio. The desktop has the lowest engagement when it comes to ads. For some reason, people don’t want to interact and engage with ads on their desktop computers.
There are reasons for this. The first one is that people use their laptops and desktop computers to work, which means they’re not necessarily shopping or browsing social media on their computers. The second one is that they’re more careful when it comes to opening dubious web pages on their desktops because these contain personal and financial information. Not to mention, it has tons of personal photos, contacts, work documents, and a lot more.
Mobile ads are encouraging to customers. Do you know that around 62% of your target market is more likely to click on a mobile ad than if they see it on their laptops? And out of that 62%, over a third will do the specific action that the ad requested them to do. So, for example, 18% of the consumers who use mobile phones or tablets to click on these ads will consider a brand they have never heard of before. This alone shows that mobile ads increase brand awareness.
All About Timing
So how can you make sure that your ads will appear at the right time on the right page to be viewed by the right customer? Ads are all about timing. If you don’t time your ads well, they will either be too early or too late. This is what programmatic advertising is for and an SEM agency that offers this service will bid for the prime online real estate that you seem to have never clinched previously.
In the past, advertising on the Internet was a tedious process with lots of paperwork, contract negotiations, and back-and-forth meeting between the publisher and advertiser. Thankfully, those days are behind. Today’s automated process is a breeze to work with, though you need a good ad agency to win the bid.
Invest in Video Ads Rather Than Static Images
Studies showed that people are more likely to click on an ad when it is not static. Meaning, it should be moving; a video, perhaps. Don’t fret about having to reshoot your ad. You can turn a static ad into a moving ad with a few clicks. A slideshow ad, for example, is still much better than a static one. Animation is also better than non-moving images. You can also select from stock images, free music, and rich video-editing tools to create the ad your audience wants to see.
Trim Your Video
People will spend only 10 to 15 seconds of their time (and bandwidth) on your video. This means that if you have a 60-second product demonstration or a how-to video, your target market will not even finish watching it. Make sure that your video duration matches the consumption behavior of your market. You need to study your market first. Some markets, for example, may opt to go for 30-seconder videos than those that are 15 seconds in length only.
Make the Video Fit the Screen
The video needs to fit your audience’s mobile screen. Most mobile users will hold their phones vertically, so make sure that your video is shot in that format, too. Creating a 9:16 video ad will make it easier for you to upload it to various platforms. This goes both for advertising and marketing materials on the Internet and social media. People don’t want to have to flip and rotate their screen every time your ads play on their screen. If your ads won’t fit, it’s easy enough for them to exit the page and move on to the next one.
You have to embrace mobile devices and all the changes and challenges they bring. From the way your ads are placed and distributed to the way you reach out to your audience, everything must be optimized for mobile devices. After all, the digitalization of marketing and advertising is not only a passing trend. It is here, and it is here to stay. So if you are not ready to optimize your ads for mobile devices, then you’re not ready to join successful organization of today.
