Mobile display ads (aka mobile banner ads) are a very effective tool that can be used to build brand awareness, generate clicks, leads and conversions for your business. These ads don’t necessarily have to link to a static landing page. Instead, they can link to a dynamic page or experience that results in improved customer engagement and higher conversions. There are a variety of techniques that can be used to help drive customers to your business, some of which are outlined below:
- Click-to-Call: According to recent research, click-to-call ads drive a 6% to 8% average increase in click-through rates. This technique simply displays a phone number that users can click to be connected directly to a call center or sales center.
- Interstitials: These are interactive ads that appear within an app. Once the user opens the app, an interstitial is displayed. Users can click through on the ad to visit a landing page or they can close the ad to continue using the app.
- Click-to-Map: Geo-targeting can be used to send marketing messages to users in a specific location. Once the prospect clicks on an ad, he or she can be driven through to a map that identifies a store nearest his or her current location. When the prospect clicks on the map, the contact information is displayed on the smartphone.
- Canvas and Expandable Ads: When a user clicks on an expandable ad, the ad grows to cover the entire phone screen. Ads can be animated or can incorporate rich media to enhance the user experience.
- Click-to-Email: When a user clicks on a display ad, an email is displayed that the user can send to friends. The email includes a discount code that can be redeemed at the retail By including this “viral” email component in the campaign, marketers can increase the reach and frequency of the display ad program.
- Click-to-Video: Rich media is an effective sales tool, whether it’s viewed on a tablet or a Display ads that link to video marketing messages increase engagement and deepen the relationship with the prospective customer.
- Click-to-Download App: Companies interested in driving adoption of a branded app can use display ads to link directly to the app located in an app store. Users are driven to app landing pages where they can download the app instantly.
- Click-to-Social: If you’re interested in integrating a social component to your mobile campaign, you can incorporate a click-to-social aspect to it. Visitors can let friends and others know about their affinity to your brand by connecting them to your social networks via a mobile display ad.
Mobile display ads can be purchased on a cost-per-thousand (CPM), cost-per-click (CPC), cost- per-acquisition (CPA) or a cost-per-install (CPI) basis. Ads bought on a CPM basis guarantee a certain number of impressions for your brand.
It’s a good idea to remember that consumers use their smartphones at many different points in their purchase path. According to a recent study from Google, 41% of those who use their mobile phones to help with shopping said they made a purchase directly on their smartphone. 46% said they researched an item on their smartphone then went to a store to make a purchase. 37% said they researched an item on their smartphone then made the purchase online8. The bottom line is that mobile display can be used at every step of the purchase cycle to engage consumers and drive conversions.
In this case, you pay only when someone actually buys your product or service. In some cases, cost-per-acquisition ads involve some sort of set-up fee and shouldn’t be considered “free advertising” simply because you pay only when someone buys your product or service. Organizations participating in cost-per-acquisition campaigns should understand the nuances completely before they participate.
Cost-per-install ads are bought based on the number of times your ad is displayed within a mobile app. This is particularly effective for brands that want to target a very “The customer journey has 4 phases: Awareness, Engagement, Transaction and Loyalty. We are always trying to advance someone from Awareness to Engagement or Engagement to Transaction
There are a variety of ways to use display ads to target prospects, either before, during or after their purchase. Using these techniques will improve the effectiveness and efficiency of your campaigns.
Placement targeting allows you to pick the specific sites on which your ads run. You can show your ad on specific web pages, games, mobile videos and mobile websites. Contextual targeting allows you to place your ads on sites that are discussing topics that would be relevant to your product or service.
And remarketing allows you to connect with people who have previously visited pages on your website. For example, you can target people who have visited your website several times in the past, but have never made a purchase. By targeting prospects who are interested in your products while they’re visiting other websites, you can improve the efficiency of your overall campaign. Ads can also be placed based on age, ethnicity, gender and other demographic data.
Ad scheduling gives you the ability to run ads during specific dayparts, which is perfect for certain businesses. For example, a coffee shop may want to run ads only before noon and a bar may want to run ads only after 5:00 pm. Some brands may choose to cap the number of times an individual can see your ad in one day, one week or one month. This gives you the ability to stretch your budget by focusing your campaign on people who haven’t been over-exposed to your message.
Finally, you may want to exclude your display ads from running on sites that are inappropriate or irrelevant. You may also want to block your ads from running on competing sites or from places that simply aren’t a good match.