Mobile Advertising: From Clicks To Taps

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WRW Mobile Marketing Infographic

We’re more plugged in than ever and that’s a good thing for marketers.  17% of global web traffic actually comes from a smartphone or tablet and a 2012 study by comScore revealed that 4 in every 5 American smartphone users turn to their mobile device before making a purchase.

So what does that mean for businesses?  First step is to ensure mobile users can easily find, consume and read your content.  We put together this handy infographic on how you can make the transition from clickable to tappable ads.

1) Cleaner creative

Less is more when it comes to mobile banners but that doesn’t mean adopting the “shrinking approach” where you simply decrease a display banner to fit onto a mobile device.  Instead mobile ads call for cleaner creative with contrasting colours and a max of 5 words to get your message across.  Rich-media ads also get three times the response rate compared to traditional ads.   Half of those who see a mobile ad take action with 35% visiting a website and 49% making a purchase.

2) Advertise locally

1 out of 3 mobile users look up information such as maps, phone numbers, directions or have already previously taken an action on a desktop.

Timing is key for local.  For example, restaurants need to advertise during peak lunch and dinner hours if they want to attract the hungry crowd.  Coupons and time sensitive promos like lunch specials is also an excellent way to get customers into your door.  Start small by using dayparting and expand your radius accordingly as you test and optimize for the best results.  Mentioning a city or location in a mobile ad can lift CTR by 200%!

3) More platforms means more intel

This is a great opportunity to really customize your ads and zone into your target by device, operating system and browser type.  But should you really be judging a person by their smartphone?  Well Hunch did a US-based study comparing Android vs. iOS users and found that the average iOS user is more likely to be post-secondary educated city dwellers, who are more tech savvy and have a higher household income than their Android counterparts.  iOS owners also click far more online ads and are almost twice as likely to convert through mobile search ads.

It’s definitely an exciting time for mobile advertising! I believe even at its infancy, mobile has drastically changed the way we now interact and connect with each other and our customers… the real potential, however is still yet to be tapped.

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