Author: Jean-Marc Alomasor, Senior Director of Media Solutions at the company Rakuten Viber
For any company trying to attract the attention of consumers, communication with the target audience via mobile devices has never been more important. Last year, 55.7 percent of traffic on the Internet took place via mobile devices – more than on desktop computers and laptops (41 percent). Most consumers are constantly looking at their phones, so there is no doubt that mobile advertising has become an indispensable part of any marketing strategy – representation of mobile devices compared to other devices it can only grow in the next year.
Mobile advertising means displaying ads in the company’s application or platform, as well as creating your own digital ads for display on other platforms. With that in mind, how can businesses appeal to consumers while not disrupting their customer experience? Here are some of the key practices in mobile advertising that will help brands make the most of the new business season – and succeed in 2023.
- Keep the user in mind when creating
When designing ads, it’s vital to always keep the end user in mind.. Think about how to improve the user experience – make usability a priority, be transparent about the ad (make it clearly labeled), the user should be in full control at all times what it will do next, and interruptions like “pop-ups” (eng: pop-up) should be kept to an absolute minimum. Put your users first by focusing on providing a pleasant user experience, which will create positive associations with your brand, which will ultimately result in better ad performance.
- Use non-offensive formats
This tip builds on the previous one. Within apps and platforms, most users see advertising as a distraction from what they’ve been doing on the device, so your goal as an app or website should be to make ads as unobtrusive as possible. Finding that balance is a delicate task – you should you attract attention while not being disruptive what they were doing. Whenever possible, make sure users can easily close or skip the ad. For example, on Viber, brands use different types of advertisements that can be unobtrusively placed on the screens of chats or calls, or in other places that users often visit.
Examples of passive advertising on Viber
- Don’t complicate it
In the modern environment, customer attention spans are almost non-existent – so many different things are competing with you for the customer’s attention, so it’s imperative that you get to the point – FAST. To be effective, mobile ads should convey the desired message within three seconds. Also, keep in mind that mobile phone screens are relatively small, so don’t overdo it with text. An advertisement that occupies most of the screen will only frustrate the user and nothing more. Do everything to make the message concise and sound, tickle the consumer’s imagination with just enough information to make them go where you intended. Anything more than that is just plain hard.
- Don’t just focus on clicks
Mobile devices are advanced machines with different types of sensors that can be interacted with – there are many more options than just pressing the screen. Users have seen the “click here” sign a million times, but perhaps no one has yet told them to shake their phone or swipe the screen to interact with an ad. When you enable different types of interaction, you also interest the user, which brings better results. In addition, giving the user the option to leave such interactions if he does not want them only strengthens the position of the user himself, thereby “buying” goodwill for the brand whose advertisement is in question, as well as for the platform on which the advertisement is displayed.
- Always keep up to date with data privacy laws as well as local best practices
Data plays a huge role in any mobile marketing strategy, in which the collection of user data through “cookies” increases the business’s capacity to target the right customers. The European Union is on the way GDPR of the law on data regulation established that their collection is an act that is allowed only with the explicit consent of the user, for any industry in question. This does not apply to the USA, where data protection laws apply only to specific industries – e.g. HIPAA (Health Insurance Portability and Accountability Act) for health sector i GLBA (Gramm–Leach–Bliley Act) for the financial sector. Also, some federal states in the USA have special laws, so that area is primarily regulated in California CCPA (California Consumer Privacy Act). Be aware that any federal regulation in the US generally takes some time to become legally binding. Regardless of where you choose to do business, it’s critical that you comply with local privacy laws so that you don’t tarnish your business’s reputation by illegally collecting user data.
- Be aware of which formats are more attractive
“Native” advertising (eng: native ads) means advertising that ideally fits into its environment (for example, a PR text on a website or a video ad on You Tube), and is also called “sponsored content”. Native and video advertising are the most attractive formats for advertisements. Branded videos that offer unobtrusive and entertaining content, then videos after which users receive a reward for viewing them – these are some examples of advertisements that are much more effective than banners. Depending on the industry, there are even more personalized options – for example, with video games on mobile devices, the reward for viewing an advertising video can be the opportunity to try the game within the applications or page the user is currently on.
In addition to the aforementioned tips, it is important that you are constantly informed and that you are up to date with new formats for mobile advertising. The future of advertising is in more inventive formats such as video formats where the user can see a short preview of the application before deciding whether to download it. playable ads), then interactive videos, “augmented reality” of advertising – all these formats work on the principle of artificial intelligence and machine learning. For example, last year we launched Viber Lenses and we got amazing user feedback: more than 52 million Lenses was made in just three months from launch worldwide. Today, more and more brands are using this new tool as a natural and fun way to raise brand awareness and engage users even more by creating original Brand Lenses.
Examples of branded stickers and lenses on Viber
Whether your business relies heavily on mobile advertising or generates revenue from other ads on your app or platform, it’s more important now than ever to stay on top of how digital ads are impacting the user experience. Given that growth mobile marketing shows no signs of slowing down, devote yourself in depth to learning the best practices in the mobile world that will lead to greater profits for your business.
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Source: ITNetwork by www.itnetwork.rs.
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