Mobile advertising is a form of advertising through the mobile and tablet platforms and is typically a branch of mobile marketing and digital advertising. There are many types of mobile advertisements which are primarily served through online mobile applications (Apps) or WAP sites and also includes other modes of advertising on the mobile platform such as Short Message Service (SMS), Multimedia Message Service (MMS), Outbound Dialler (OBD) and Missed Call Platforms.
Advertisers use a variety of these solutions from time to time to effectively communicate their advertising campaign message to their audiences depending on their campaign goals.
For achieving maximum results for your mobile advertising campaign, it is essential you choose the right advertising solution that is best suited to your campaign.
These are most frequently type of mobile ads used by advertisers. Banner ads are image ads having standard sizes (depending on the platform and device but in most cases 320x50 pixels) that display custom graphics and text at predefined spots within a mobile App (typically at the top, bottom or on the right hand side of App content). These type of ads attract maximum eyeballs owing to their strategic placement. Banner ads are not optimal for displaying too much content owing to size constraints and are therefore best suited for specific call to action, brand recall and recognition. Banner ads can be static or rotating/ animated. Banner ads can also be clickable to redirect the user to a predefined landing page and can be integrated with rich media ads so that they expand to fill up the screen and display rich media elements in full screen such as video, interactive elements, etc. Banners ads do not interfere with user experience while using the App making them non-obtrusive as compared to interstitials. A banner ad campaign can be targeted to display only on targeted pages/ sections of the App or what is known as Run-of-site (ROS) advertising.
Rich Media Ads
Rich media ads can be categorised as all ads which are designed to be more entertaining, interactive or engaging than a typical banner ad or static interstitial ad. Advertisers use a host of rich media elements such as animations, videos; interactive elements such as embedded games or features which respond to dynamic gestures such as tilting or shaking of the phone; or dynamic information related to location so as to create a high level of engagement, entertainment, interaction and brand recall with users. With rich media ads, creativity is key and there is no limit to what advertisers can achieve depending on their budget. Rich media ads are often integrated with expandable banner ads and are displayed by taking up the screen when a user clicks or does a mouse hover on an expandable static or rotating banner ad.
These ads are displayed in a manner that the ad appears to be embedded or native within the content of the App. Publishers embed ads within App content that is directly relevant to the context of the ad thereby making native ads highly contextual and relevant for the user. The look and feel of the ad is also adapted to seamlessly blend within the App content so that users can view the ad whilst directly engaging with content. Native ads are much favourable to both advertisers and users vis-a-vis other ad types inasmuch that from the viewpoint of users the ad is non-obtrusive to their experience whilst at the same time also directly relevant to the subject of the content that they are already engaging with and from the viewpoint of the advertiser native ads provide for an opportunity for higher user engagement since the ad is directly targeted to users who are already interested in the subject of the ad thus resulting in higher user engagement.
These type of ads are displayed during in-App page transitions i.e. when a particular page has loaded or user is navigating away from that page. They pop-up to take up the whole mobile screen space. While these ads generally have higher CTRs, these ads are considered disruptive to user experience since users are forced to interact with them by either taking the particular call to action or even clicking to close the ad. These ads are generally used for some call to action such as signing up for a promotion, newsletter, installing an App, etc.
Splash Screen Ads
As the name suggests, an image ad is splashed on the mobile screen immediately when the App is launched and is displayed until the App has loaded. A splash screen for an App has graphics and the logo relating to the App but often publishers integrate the banner or logo of an advertiser on the splash screen itself. This is often a great way to catch the attention of users as the user cannot turn off the ad while the app is loading.
As the name suggests, these ads pop-up to display messages typically in-between gaming Apps.
These ads will be pushed to a user's notification tray from an installed App.
Sponsored Search Engine Ads
These ads display your website link on top of the search engine results page based on specific keyword search queries.
Video Roll ads
A short video ad typically having length of 10-30 seconds is played before (pre-roll), in-between (mid-roll) or after (post roll) video content has been played by a user on a streaming video site.
Most of the above ad types such as Banner Ads, Interstitials, Video Rolls and Rich media ads are displayed on the mobile browser versions of websites.
Missed Call Platform
Users can give a missed call to a toll free number designated by an advertiser to accomplish predefined call to action tasks promoted by the advertiser such as requests for callback, participation in a contest, offers or voting in polls etc. For taking the call to action, the user has to dial the toll free number and hang up before the call connects. The user then receives text messages or calls relating to the call to action objective. These campaigns are generally used by brands for passing on information and deals, coupons and offers to customers.
IVRS (Integrated Voice Response System)
A user who dials a designated toll free number is made to hear an audio jingle ad or a voice promotional message of your brand when the call is being connected or when the call is put on hold.
OBD (Out Bound Dialler)
An application software makes automated calls to the mobile phone subscribers forming part of a targeted database on a predefined date and time and the users are made to hear a pre-recorded audio jingle, informative or promotional audio message when they answer the call.
These are text only ads which are sent via an automated system to multiple recipients forming part of a targeted database and delivered as a SMS (Short Message Service) on their mobile phones.
Quick Response (QR) Codes
App uses camera to scan QR code for providing information to users/ redirecting users to website/ contacting the advertiser.
Augmented Reality (AR)
App uses camera to scan print ad/ logo for displaying information/ rich multimedia content to the users.