The World of Mobile Ads
In chapter 6 of Mobile Marketing Essentials the book provides a clear and concise overview of what is involved in modern mobile advertisements. Things from the planning of to the analyzing of results for mobile ads are discussed. Then in chapter 7 the book tries it’s best to give a comprehensive overview of the regulations behind mobile ads, how firms develop relationships with partners, and how mobile is used differently around the globe.
Chapter 6 of Mobile Marketing Essentials begins by giving a overview of the key players in mobile ads. These players consist of people, buyers, sellers, enablers, and associates. Each of these plays a vital role in the creation and distribution of modern mobile ads.
Also discussed are the primary types of mobile ad experiences. These types consist of text, display, rich media, audio, video, and incentivized media. Each of these types utilizes unique features available to on different platforms and devices in order to better advertise to the consumer.
“If your plans don’t include mobile, your plans are not finished.”—Wendy Clark
In order for a mobile ad to be successful, the ad must have an objective. Mobile ad objectives tend to fall into one of three categories: branding, performance, or branding + performance. When an ad’s objective is branding, the focus is on generating brand awareness, brand preference, or purchase intent for the brand featured. If the objective is performance, the goal is driving people to complete valuable conversions like signing up, redeeming a coupon, purchasing a product, or downloading an app. When the ads goal is for the consumer to complete a future major conversion, then the goal of branding + performance can be used.
During the development of a mobile ad, there are several important facets to consider first: media planning from a multi-screen experience, the right network, effective placement of the creative, ad types, the timing, post-campaign measurement, and the targeting that is used. Each of these requires a moderate investment of time and strategy in order to execute a successful mobile ad campaign.
Once these facets have been considered, the execution of the mobile ad campaign is next, and with that comes another set of vital steps. These include the detailed campaign objectives, the budget required, what elements of the media mix will be used, the creative elements, the tracking methods, and an optimization plan. These steps and more are discussed more in depth here. Be assured that proper execution of each step is the only way to create a successful campaign.
Guidelines to Adhere
Chapter 7 of Mobile Marketing Essentials provides a summary of key regulations that have been put into place for mobile ads and mobile marketing campaigns. It begins by giving a brief overview of the four groups that influence regulations and the mobile experience. Those are people, government, corporations, and industry bodies.
Each of the aforementioned groups influences the social norms, laws, corporate contracts, and industry guidelines that must be adhered when operating within the mobile space. These groups all help regulate the messages delivered to your mobile phone and ensure your data is protected.
In summary, while mobile advertising might seem at first to be a daunting task for marketers, it continues to grow in popularity and importance. As evident in the U.S. where mobile advertising spending is projected to top $42 billion in 2016, a 119% increase from 2014. This will represent nearly two-thirds of all U.S. digital ad spending!