Mobile advertising is fun, exciting and a newer interactive advertising medium. The Internet has been reinvented on mobile devices being smaller, more personal, customizable, and accessible anywhere on the go. Traditional forms of interactive advertising will also evolve as they migrate from computers to mobile devices. Mobile advertising includes a broad range of opportunities such as search, messaging, and banner display within apps and on WAP sites.
The most common forms of mobile advertising are via SMS, banner display, and rich media. Currently, the most trending form of mobile advertising is display, which includes mobile web banners (located at the top of the page) or mobile web posters (located at the bottom of page). Rich media is beginning to catch on in the mobile advertising industry, allowing advertisers to run videos on a mobile web page or within a mobile application – referred to as in-app. A trending form of mobile display is to include the use of rich media within the banner ads. This includes banners that have the capabilities to expand, offering advertisers a larger space to communicate their message. Games can also be placed within a banner to make the user’s experience more interactive and engaging. Keep in mind however that there are limitations with the use of rich media on mobile devices because all of the coding must be complete in HTML5, since iOS does not support flash.
Within mobile advertising SMS advertising is estimated at over 90% of mobile advertising revenue worldwide. Other forms of advertising via mobile include MMS, advertising within mobile games as well as mobile videos, during mobile TV viewing, and full-screen interstitials – which are triggered when a request of mobile content or mobile website is loading. MMS mobile advertising includes audio advertisements, which can take the form of a song, jingle, or message in place of a standard ring back tone. MMS advertising is commonly utilized for instances when consumers use telephone-based service such as movie ticketing or directory assistance.
The effectiveness of a mobile campaign can be measured in a variety of different ways. The primary key performance indicators are impressions (views) and click-through rates (CTRs). Additional measurements include conversion rates, such as click-to-call rates and other degrees of interactive measurement. In the mobile advertising industry, ad space is sold to advertisers by every one thousand views (Cost Per Mille), click-through (Cost Per Click), or action (Cost Per Action).
The different forms of mobile advertising are expected to change rather quickly. In other words, mobile technology will evolve, as advertisers will push for the development of newer and more engaging mobile multimedia. Subsequent media migration will greatly fuel a consumer behavioral change and create a paradigm shift in the mobile ad world. A major media shift is taking place as desktop Internet evolves into mobile Internet.
Mobile devices are on track to outgrow the domain of voice-intensive cellphones and to enter a new world of multimedia mobile devices, like laptops, PDA phones and smartphones. Unlike the traditional one-way media such as TV, radio, and newspaper, mobile allows for two-way traffic, introducing a new era of interactive advertising.
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