A typical smartphone user gazes on the screen 240 times a day on average. It is obvious that mobile advertising is one of the most effective channels of communication with customers. Nothing seems to stop the mobile revolution; therefore, marketers focus on this form of advertising, no longer perceiving it as a supplement to other actions. Why is mobile advertising so important in the world of media?
First of all, it’s worth emphasizing that the mobile channel should not be compared to the desktop one. This is not competition, but supplementation. The main difference lies in defining the advert target and time devoted to using a given medium. We use smartphones when we’re sitting bored in front of a TV, when using public transport or when having lunch. Simply speaking – we have more time to consume new content and… click on ads. According to research, 47% of smartphone users tend to make spontaneous and small purchases via mobile channels; however, it should be noted that by browsing e-stores, we encourage the habit of planning.
Contrary to what may be expected, generation Z (persons born after 1995), despite not knowing a non-smart technology reality, is not still the major group of e-stores’ customers. It turns out that millennials (born in 1980s and 1990s) are some of the most important addresses of mobile ads. They represent the first generation of digital natives, shaped by new means of communication. Primarily, they have higher incomes than representatives of generation Z and shape market trends.
Currently, 52% of millennials believe that mobile advertising is a very useful source of information on products and services they are interested in. When targeting ads, one should first precisely determine a target group – a different message needs to be used for generation Z and a different one for millennials. To avoid missing a business opportunity and to turn generation Z into loyal customers, communications should be as familiar and understandable for them as possible.
Mobile advertising supports not only online, but also offline sales. However, one needs to know how to use this channel cleverly. Mobile has one primary advantage over desktop. It allows for informing potential customers about offering of brick-and-mortar stores or service points situated in the vicinity by means of geolocation. Smartphone users have clearly specified needs and don’t want to explore the whole city searching for a Chinese restaurant, for example. In this case a mobile ad simply and clearly draws attention to an attractive offer nearby.
Micro-moments, i.e. situations when we unconsciously take out a smartphone, are fully intentional. Google distinguishes four kinds of micro-moments: “I want to know”, “I want to do”, “I want to go”, and “I want to buy”. In order to use them properly, we need to get to know precisely consumer needs, always be close to their thoughts and expectations. Mobile advertising displayed at the right place and time can work wonders. However, one should remember to always provide the user with reliable information in the simplest and clearest way possible. A good example of using the micro-moment strategy is mobile advertising of one of hotels located near the airport in USA. Owing to the mechanism of tracking delayed and cancelled flights, after entering a query to the browser “I need a hotel quickly”, users received an ad reading: “Stuck at the airport? We have a room for you!”.
The importance of mobile ads in applications cannot be overestimated. According to research they deliver a 70% higher conversion rate and 50% higher sales compared to ads on mobile websites. Why is it like this? Chiefly owing to a possibility of reaching strictly specified target group and knowing their interests. Mobile advertising is also so effective because of higher consumer confidence in the given application that they have voluntarily installed.
Android phones offer two methods of sending push notifications – as part of applications installed (the so-called application pushes) or at the level of internet browser installed on an Android device (the so-called web pushes). It is web push communications sent to users of Chrome and Firefox browsers installed on Android phones that are offered by PushAd.