Mistakes a Mobile Advertiser Should Avoid
Nowadays most of the advertisers are continuously buzzing the word “Mobile First” and are pushing the same with a lot of capital.
Today the need is to keep mobile in the first position emerged when the number of smartphone users in the world rose significantly. Now, there are approximately 3 billion smartphone users globally (source needs to be shared).
It is true that the technology of mobile advertising is constantly witnessing changes in the trends and innovations, but even then the advertisers are able to meet the pace by avoiding some common mobile mistakes.
Here are 5 common mobile mistakes which I recommend advertisers should avoid for making the advertising experience better and fruitful:-
1. Reformatting Desktop Banners
You should STOP immediately if you are showcasing desktop banner ads on mobile. This is the biggest blunder done by the mobile advertisers. Most of the advertisers have made their websites mobile-friendly, but they are still pushing the desktop banner ad on mobile phones (which is the main culprit for bad user experience).
It will not only spoil user experience but will also deteriorate the brand value. Therefore, I insist that advertisers should make the right use of money and get responsive banner ads created, which adjust themselves according to the size of the mobile screen. This will enable advertisers to make the actual message visible on a smaller mobile screen also.
2. Overlooking In-App Ads
Most of the advertisers who have got their websites mobile-responsive, take the importance of application for granted. But the truth is, the user time spent on mobile is continuously rising. And according to a report posted on Tech Crunch, time spent by consumers in apps is 85% of their total time spent on smartphones.
So, I would advise all the advertisers to stop wasting money on mobile web and desktops while their audiences are busy with the apps. 3. Leaving the Targeted Audience Untapped: Advertisers are still blindly purchasing huge inventory from publishers without knowing whether the audience is right for them or not. Most of them are still avoiding the use of latest technology and are busy targeting audiences without knowing their interests & behaviour and their spot in the purchase funnel.
What they should do is personalize their approach and start using mobile DMPs (Data Management Platforms) for segmenting the best-targeted audience. Advertisers could also purchase mobile app inventory programmatically which has low price and high-performance results today.
4. Ignoring the User Experience
Ad blockers are born out of bad user experience. According to a recent report published on Digital Content Next on February 10, 2016, 60% of ads clicked on mobile are due to the ‘Fat Finger’ problem which means that they are done by mistake or accidentally. Many times those accidental clicks take the user to the main website which is completely new & irrelevant and diverts him/her from the content he/she was engrossed in getting him/her annoyed sometimes.
5. Measuring the Performance
As soon as the content goes live, advertisers get glued to their systems and count the number of clicks they are receiving. But, is it the right way to measure the performance? They should measure the performance in terms of branding and the number of conversions as well.
The way they target audience with the help of DMP, they should also take into account the DSP (Demand Side Platform) for tracking the performance on the basis of different metrics in real-time.
Advertisers always try to gain the best benefits from their investments and efforts, but there are some small loopholes which are spoiling their overall performance. Instead of purchasing the inventory, what they can do is approach the Best Publisher Network in India and have access to the top inventory of multiple publishers. They can also make the most of the remnant inventory that is sold at low price programmatically and can fetch good performance.