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. As such, mobile advertising is becoming a major part of the marketing strategy of many businesses, but it will only prove to be successful if it is done correctly. What follows are five things that could greatly affect your mobile advertising campaigns:
Banner sizeBigger most certainly does not mean better in the world of mobile advertising. You really need to remember that people are going to be seeing your ads on screen displays that are a whole lot smaller than a laptop or PC monitor. If you decide to create a massive banner that engulfs the entire screen of a tablet or phone, you are going to do nothing but upset a lot of potential customers. Keep the size of the ad in proportion to the screen you want it to be displayed on so it does not block the view of the content.
Text sizeWith respect to text, it is basically the opposite to banner size. Make sure it is big enough and clear enough to read on a mobile device. If the text is contained within a banner, and you shrink the banner in proportion to the mobile device, be sure that the text does not become unreadable. Choose an appropriate font and size. People are not going to zoom in on your ad to see what it says so be sure to double check your ads on a mobile device.
Mobile-friendly landing pageAnother important thing to check is the landing page of your advertisements. If the landing page is not mobile friendly, and is just a regular desktop page, then the visitor will be annoyed and will leave the site affecting your conversion possibilities. So, be sure to visit all the landing pages of your advertisements, if they are not mobile friendly, then either change them to ones that are, or restrict them from being seen on mobile devices altogether.
Ad interactionInteractive ads do not translate very well on mobile advertising. Asking the user to do anything other than simply click on the ad is asking for trouble. The expectation with mobile advertising is that one click will take you where you need to go and that is it. Adding more steps to the process may seem like a cool idea at first, but you will quickly see that it is pointless once those ads fail to convert. So, restrict your ads being shown on mobile devices to those with little interaction.
SpeedIt is one thing to have a glitzy looking ad that catches the eye, but quite another to have one that causes the site to slow down in the process. Consider that most people have higher internet connections at home than on mobile devices. So, find a balance between speed and performance, so that the ad looks and performs great, but does not take an eternity to load.
Posted in Mobile Ad Server April 23, 2015 (updated January 11, 2017)
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