Limitations of advertising on mobile
The number of people using mobile devices to connect to the Internet continues to grow, which has led advertisers to switch their focus towards getting the message out on the smaller screens. While mobile ad serving
is certainly a great idea, advertisers should not be putting all their marketing eggs into one basket without serious considerations. There are some serious limitations with advertising on mobile devices, which is why it should be used as part of a comprehensive marketing campaign. Let’s take a closer look at a few of the issues that you may run into with mobile advertising:
You are already aware that when you advertise on mobile devices, you have a lot less space to work with. Ad spaces are often small, can easily be missed, and can be tough for the user to navigate. Potential customers may be interested in your ad, but the tricky nature of clicking on it to get to your page can lead many to ignore the ad completely. Yes, they may be seen, but having them actually clicked on is another matter entirely. On a small touch sensitive screen, accidental clicking can also be a problem which could lead to inaccuracy in ad reports.
When you advertise on mobile devices, you need to make sure that every step in the process, from the initial ad insertion to the landing page, and all the way to the order form is as seamless and as easy as it could be. This process requires a ton of preparation and seemingly endless testing on different mobile devices. It is a big challenge, and also costly.
Space for content
When you advertise on mobile devices, you obviously have less space to add details, descriptions and disclaimers about your product or service. At best, this means that you spend a lot of time answering the same questions from potential customers. For example: what is included and what is not included in the advertised price. At worst, you end up with misunderstandings and false assumptions, which could lead them to a negative shopping experience or avoiding your business altogether.
Slower ad loading
Not all mobile users have the latest device running on the fastest broadband network. There will be many old devices as well as slow cellular services. When this happens, the ads that you have worked so hard to create may be missed simply because they did not fully load before the user moved on to the next page or another site.
No standardized platform
- What are the pros and cons of mobile advertising?
"Most businesses are now on board with the idea that they need to have a web presence if they are to succeed in today’s marketplace. Most are also aware that social media is important in their marketing strategies, but there are still many that are behind the pace when it comes to reaching customers in the mobile market space. " More
- What not to do with mobile advertising?
"The world of advertising changed the moment the internet started to grow in popularity, and is changing once again because of mobile devices. The number of people accessing the internet via a smartphone or tablet is growing at a very high rate, which means that businesses need to adjust the way in which they get their message out to the masses. " More
- Prepare your website and ad placements for mobile devices
"You don't need to be technologically savvy to understand that the way we access the internet today is a lot different than it was 5-10 years ago. More and more people are going online, while on the go, with their smartphones, as well as other mobile devices. " More