Mobile advertising is worth talking about on its own because, like other mobile marketing, it has the advantage of being in the right place at the right time – your customers’ pocket. No matter where they are they can easily and naturally bring out their phone in ways you can’t with a laptop or PC.
Unlike the other mobile marketing methods we’ve looked at before in this series mobile advertising can be implemented very quickly and, done well, drive traffic immediately.
Drive traffic, but to what?
You probably have more options than on normal internet marketing campaigns.
Here’s a list of possibilities. You can “click to”:
- Call – great idea for a local business
- App Store – for a free download of your local app
- browser landing page – the wine page with all your content about the particular wine
- browser purchase page – a wine page with a little info but a big Add to Cart button
- browser Opt-In – opt in to your newsletter or wine series
- Map – store location, winery location, wine regions
- Video – promo video, video blog
- In App Pop Up – a store or wine landing page that opens without leaving the app
Along the right hand side of this post is an example of a banner ad in the snooth app that opens up a video in the iPhone native YouTube app.
You can watch their promo reel on YouTube, it’s actually really well done.
Let’s go back a step.
What sort of mobile ads are there?
Here’s the various mobile advertising types:
- SMS (and MMS)
- Social network ads
- Mobile banner ad on web browsers
- Inside mobile app (often in games)
Firstly MMS ads just haven’t seemed to have taken hold – so let’s just ignore picture messaging.
SMS on the other hand is an established form of advertising. It is usually
- send a text code to a shortcode number
- to opt-in to receiving an offer or information
This is used extensively in traditional advertising to get some form of direct response.
For retailers it’s often used for competition entry and access to discounts. It can also be used to build a list to send text messages to usually with offers or event announcements of some type.
When used this way it is essentially just another form of direct response but unlike email marketing it costs a lot for just about everything from shortcodes, to setup, to delivery. For a 140 character text message I’m just not convinced the budget, time and effort is worthwhile.
There was a hope that a system as seen in the movie Minority Report would be the Next Big Thing.
Remember Tom Cruise walking down the street with local businesses sending him personalized marketing messages? Well that has been technically possible with cell tower triangulation and SMS. But frankly I think everyone involved balked at sending this sort of spam and it never took off (except maybe in Japan?).
Do you even remember those days? You know you got an expensive phone, opened the poor resolution tiny mobile screen and waited ages for simple info to be downloaded? Probably not.
I use to work in the industry at that time and it’s downright embarrassing what we thought would work. It was a pretty hopeless experience and needed the iPhone plus the bandwidth of 3G and WIFI to make it as good as it is today.
Anyhow, the point is you could get simple text ads on the top of these screens. Moving on to 2007.
Thank god for Apple
They at last got mobile phone technology right. Great screens, touch navigation, easy to use, and good speed. Non SMS mobile advertising started to gain traction.
Combined with the might of Google’s advertising systems and some smart entrepreneurial companies mobile advertising is becoming effective.
I calculate it is about $1.7 billion large (based on Google announcing $1 billion of mobile revenue, and IDC saying it had 59% of the market).
How big are the various ad types?
Here’s market share according to IDC:
- Google: 59%
- Apple: 8.4%
- Millennial: 6.8%
- Yahoo: 5.6%
- Microsoft: 4.3%
- Other: 15.9%
Internet2Go has had a go at splitting out the Google mobile ad revenue:
- AdMob: 20%
- Google mobile AdSense: 20%
- Google mobile search: 52%
- Android app revenues: 8%
If Google really does have 59% market share then this makes mobile advertising market $1.7 billion large.
Significant, if not massive when compared to the internet advertising market.
Mobile Advertising, let’s be honest
Most of the ad revenue is still in Google Search.
To run a Google search mobile campaign follow my instructions here: Wine Adwords: Your First Campaign.
You want to advertise with location extensions on mobile devices. They key things are:
- break out the campaign to just “iPhones and other mobile devices with full Internet browsers” (in your Adwords account go to Campaign settings > Networks and Devices > Devices)
- make sure you have connected your store to Google Places using the Ad extensions tab (in your Adwords account go to Campaign settings > Locations, Languages and Demographics > Locations > Show relevant addresses with your ads (advanced). Make sure your phone number is correct.)
- I always advise you to split out the Networks into different campaigns, so the Google mobile AdSense and Google mobile search would be in different campaigns with different settings
- test image ads vs text ads to see which ones are better for your business (tip: image ads may have a lower conversion rate cost despite a higher click rate cost).
So if you advertise with Google you’ve covered almost half the mobile advertising market. You’re also up against some tough competition for ad space so let’s look at the other options.
Mobile Banner ads
As well as Google Display ads you can get mobile display ads from:
I would look at iAd and AdMob first, then Millennial. Microsoft – who knows, those guys are being left behind.
Each of these have their own strengths and weaknesses. The more popular they are the higher the advertising cost so sometimes it makes sense to be more refined in your targeting.
Who are you advertising with?
Photos courtesy of: DailyTech,