Authored by D K Batra, Professor – Marketing, International Management Institute New Delhi (IMI New Delhi)
With over half of the global population using their phones to access the web, mobile phones have not just become a tool, but a global phenomenon. Companies worldwide are seizing this opportunity to promote and sell their products online. In India alone, the number of smartphone users is estimated to be over 400 million. This global shift in consumer behaviour is a clear sign for marketers to adapt their strategies and focus on mobile devices to better target the evolving habits of online consumers.
Amazingly, mobile consumers have embraced social media to a large extent. Do you like or hold in high esteem material that is aesthetically beautiful? You can choose from various possibilities for anyone considering pursuing a screenwriting or video editing career. There aren’t any issues or difficulties. In what ways would you like to be kept up-to-date on current events? A wide variety of options are at your disposal. Instagram, Snapchat, Meta, X, and YouTube ensure their products are always accessible. An estimated 2.26 hours of daily social media use is recorded by the typical individual worldwide, according to Datareportal’s Digital 2023 July Global Statshot Report. In addition, there are an average of 6.7 different platforms that the average social media user engages with each month. The deep integration of mobile technologies into today’s digital infrastructure and networked daily life is shown in the expected five-fold growth of the mobile marketing market by 2030.
Overview of Mobile Advertising Expenditure
Mobile advertising is not just a trend; it’s a rapidly growing industry. In 2022, a staggering 327 billion USD was spent on mobile ads globally, and this figure is projected to reach nearly 400 billion by 2024. The share of mobile advertising spending on digital media is steadily increasing, with almost 64 percent of all digital advertising budgets now going toward mobile ads, surpassing desktop ads as 2019’s most highly spent format. This rapid growth is a clear indication that marketers worldwide are recognizing the power of mobile technology, and it’s crucial to keep up with this trend, regardless of factors like mobile internet speed and the degree of mobile adoption in different countries.
Ad Formats and Platforms:
The variety of mobile marketing tactics and tools available to marketers is ever-expanding. You can do most of the same tried-and-true desktop advertising on the go. In addition, marketers can use mobile technology features like tracking data and personalized location services offered by cell phones to promote content that is more relevant to the user’s interests. Banner, search, and video ads have all seen substantial gains in expenditure over the past few years among the most popular formats in the US, with social media advertising standing out as particularly effective. Even though several platforms share the same audience, consumers of social media networks still desire personalized experiences, emotions, and information. People use X to get the most recent news and TikTok for fun. There can be no doubt that brands should consider this; the impact of trends in content consumption should not be underestimated. Brands rely heavily on social media for advertising, and mobile devices are a common way to access these sites.
Mobile Advertising Beyond Social Media- The In-App Advertising Model
Mobile advertising provides marketers with many benefits, including a large pool of potential customers, highly targeted ads, a wide range of ad options, advanced data analysis, and the ability to optimize the efficacy of their campaigns. Advertisers may maximize campaign success with In-App advertising, which extends beyond social media and offers numerous financial advantages.
Using various tactics, including “in-app advertising,” a mobile app can increase user engagement and generate sales. Except for social media platforms, “in-app advertising” refers to the display of ads inside widely used applications. This encompasses various goods and services, such as utilities, entertainment, online shopping, mobile games, and financial services.
There is a constant influx of new initiatives into the already-crowded worldwide app market, and many are finding success in drawing in the target audience. There are currently 1,800,000 apps available in the Apple App Store. Out of all these programs, about 12 percent are specifically for gaming, while the remaining 88 percent encompass all other stuff. Among the approximately 3,600,000 apps available on Google Play, over 13 percent are games, while 87 percent cover various topics.
When we usually speak about high-quality in-app traffic, we’re referring to games-related traffic. In the first place, playing mobile games is fun for players, and in the second, these apps make money from ads. Customers are utterly captivated and absorbed in the world of their cellphones, as seen from the noticeable patterns of audience behavior. They are motivated to watch the ads because of other incentives, including free game access, additional lives, or other benefits. App ads can take several forms, including banners, videos, and interactive ones with incentives.
A wide range of businesses can also benefit from in-app advertising. Even though people don’t want to spend a lot of time on the app, they have no choice but to use it to accomplish a goal while staring intently at their phone screen. There is no ambiguity about the benefits of both traffic sources. But how are they distinct, and why is it necessary to draw a line between them? These disparities have been noted:
- Sources of Traffic: In this case, social media is embodied by various popular apps. The second choice provides a wide variety of things that might make money through ads.
- The Ad Impression Context: While many social media sites have distinct styles, features, and voice tones, mobile games provide more room for creativity and originality.
- Trends in Content Consumption and User Expectations: People have specific expectations regarding the tone of social media platforms, and brand ads must reflect those expectations. The app’s atmosphere is unique and should be used well.
While mobile games offer more opportunities for innovative approaches, social media platforms have specific styles, agendas, and voices. Marketers may maximize the online promotion of their goods and services by aligning the messaging of their brand advertisements with these expectations.
The Bottom Line
Marketing social network profiles and reaching specific demographics has never been easier than mobile ads. Businesses may boost their visibility, expand their audience, and generate more traffic and sales by identifying their target demographic, selecting the most appropriate platform, developing engaging advertisements, and closely monitoring the results. Working together can revolutionize the advertising industry and raise the bar for innovation, audience participation, and ROI. By integrating mobile and social media marketing, companies can create a more comprehensive plan that helps them reach their marketing objectives, engage more customers, and provide a more personalized experience.
DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.
