Mobile advertising – It is all about the selling of products, services, and ideas by advertisers or advertisers to consumers and prospects who are willing to buy these products, services, and ideas.
- Marketers or advertisers pay to place a promotion marketing experience like a banner Ad on sellers media property
- Sellers monetize their media by publishing these promotional marketing experience in form of banners Ads.
In order to meet their needs, wants, desires and requirements, consumers interact with every player in the mobile industry with their mobile devices.
Marketers create products, goods, and services that help consumers realize their needs, wants, desires and requirements. Marketers are the ones who fund all the activity centered around their brands that we encounter in our day to day life.
Marketing agencies are also listed in the marketing category only as they spend on behalf of the marketer.
- Buyers – These are companies that buy marketing services
ØMarketers – Advertisers, brands, and retailers. They want to expose their brand, products, services, and ideas to people. They are the ones who sign-off the advertising cheque.
ØAgencies – Companies that represent marketers and help them in mobile advertising
Sellers are people and organization responsible for all the media and advertising out there. Media is any physical or digital service or experience presented to consumers that are not owned and controlled by the marketer.
There are two types of sellers:
- Media Owners – They own media like a website or newspaper
- Advertising Solution Providers – These are companies that make it possible for marketers to pay for and place their paid marketing message in the media owners media like website or newspaper.
Marketers have media as well. Its called Owned Media. Owned Media comprises their websites, retail storefronts, sell sheets, product packaging, etc.
With the growth of social media, consumers have their owned media too, in form of their profiles. Marketers must earn their place in consumers media stream in form of likes, shares, retweets, comments, etc. This is called Earned Media.
Enablers comprise of technology companies and agencies that make end to end mobile consumer experience possible across every stage of the customer journey. Enablers – Technology companies that power mobile experiences. This includes messaging, websites, Apps, unique advertising experiences.
Associates – They help simulate market growth by creating standards and policies.
All these mobile industry players work together. Sometimes, they may be playing multiple roles as well.
- Consumers – They are the king, as they sit on top of the mobile industry food chain. They drive then mobile industry through their spending.
- Marketers – They want to talk and learn from each other, and provide their goods and services to consumers.
- Sellers – They want to sell their media inventory and advertising solution to marketers.
- Enablers – They want to enable consumers directly and sell their services and technology to sellers and marketers.
- Associates – They represent consumers and sell their services to marketers and sellers.Before kick-starting with mobile advertising, you must identify what goals and objectives you are trying to achieve. Some common goals and objectives for mobile advertising are:
- Business Goals – lead generation & sales.
- Product Goals – product downloads, interactions, upgrades.
- Communication Goals – communicating brand personality.
- Marketing Goals – branding, awareness, engagement.
Context Marketing – Its practice of determining which Ads to serve the right prospects or consumers in real-time on the basis of:
- Users location (past or real-time)
- Users proximity (to an item or place)
- Users digital behavior
- Users physical behavior
Ad Inventory can be defined as the quantity of available Ad placements for selling to advertisers for a given period. Online Ad inventory is often valued in terms of the site traffic or Ad views that the publisher can deliver to the advertiser. It is the number of Ads, expected Ad impressions and amount of Ad space a publisher has available, to sell to an advertiser. Big publishers and Ad networks speak of several billion of Ad impressions per month.
For online and mobile advertising, the notion of Ad inventory is far more complex than for traditional media because of the targeting criteria variety. This is so because a single Ad placement can be sold with different targeting options and in different ways.
Ad inventory can be classified by nature (quality of placement or quality of targeting). The components of Ad inventory are:
- Page Impressions – Online advertising inventory is often calculated in terms of the number of page impressions. Impression can be defined as number of times your Ad is displayed or served on a publishers media property like website, blog or App. Depending upon the amount, frequency and quality of traffic a publishers media property has each month, they can charge the advertisers accordingly. Exposure to a large quality audience improves publishers bargaining and negotiating power. The more page impressions a website has, the more money the publisher can demand for its Ad space, since advertisers are receiving access to a large audience.
- Ad Value – Determining the Ad value can be tricky at times, as there are many complicated variables involved most of the times. But the potential value of publishers Ad inventory is determined in most cases on the basis of the page or screen impressions on their media property like website, blog or App, multiplied by the average number of Ads on their website pages or App screens. Ad location is another variable that affects the value of individual Ads on publishers media property. MastheAd banner Ads across the top of a page, screen or in a prominent position above the fold command the highest rent.
- Fill Rate – The fill rate is a metric that shows how much demand you’re able to satisfy from your existing Ad inventory. It shows how much of your Ad space has been rented out, and how much of it is standing empty. The higher your fill rate, the better it is. A high fill rate means you’re satisfying advertisers’ demand for Ad space, and that you’re making money.
- Revenue Model – The cost of Ad inventory may be calculated in several ways. The publisher may charge an advertiser based on the number of Ads leads the site generated, such as readers who filled out a form with contact information; on the basis of cost per one thousand impressions or page views; or cost per click. In this method, the publisher only receives money when a reader clicks on an Ad.Native Ads are Ads that don’t really look like Ads. Rather than present a banner with relevant information, native Ads attempt to seamlessly integrate with the publisher’s App. The Ad format mimics that of the original App format for optimal user experience.App Wall – These Ads deliver high click-through rates. They can be used for cross-promotion of your Apps as wellInterstitial Ads – These Ads offer users a chance to partake in high-level engagement with an advertisement’s product, often featuring compelling and creative call-to-actions (CTAs).
- Ad covers or overlays the entire screen
- Ads can be activated when web pages are loading or closed
- These Ads can be activated when App screens are switching
Interstitial Ads – These Ads take advantage of natural transition points within a mobile App to serve meaningful marketing messages.
“People read what interests them, and sometimes it’s an Ad” – Howard Luck Gossage
Rich Media Ads – Interactive, highly dynamic ads that are limited only by the advertiser’s creativity (and budget). Rich media ads specialize in creatively engaging with users to generate high CTR and conversions.
- The user is encouraged to interact with the ad unit by playing a game. Its incentivized media
- These Ads require user action to initiate/activate /execute
- These Ads usually have multiple interactive panels
- They usually contain in-banner audio, video and HTML overlays
- The Ad unit gives the user the option to click out to video, or visit the Ads landing page.
In-stream Video – Instream video advertising delivers all the functionality needed to drive more revenue with higher eCPMs and improved click-through rates. Many of the world’s top publishers leverage Instream video to add monetizable inventory to their content.
Videos Ads let you showcase your App in an App/product discovery carousel. An intuitive, scrollable mobile ad unit, the dynamic carousel engages users, nudges them to browse through collections with ease and discover new Apps or products. High user attention and engagement with the unit translates to App downloads or product purchases that are truly intent-based, proving highly qualified clicks and hence, high-quality users.
- Pre-roll – These are the ads that you see before a video you requested begins.
- Mid-roll – Similar to commercial breaks, these ads are played during the requested video content.
- Post-roll – The least intrusive of Instream Ad types, this Ad plays at the end of the video content requested.
b.Out-stream Video – Leveraging Out-stream video content in premium Ad placements guarantees viewability and enhances engagement for both publishers and advertisers. Out-stream video Ad units integrate seamlessly in a publisher’s mobile web content, instantly transforming it into premium video inventory. Out-stream means that the video Ad plays within the content of a mobile web page rather than opening full screen in the device’s native video player.
- Guaranteed Viewability
- Premium Ad Placements
- Enhanced Engagement
c.Rewarded Video – Rewarded video is a popular Ad format where users are incentivized for watching a video Ad. Rewards can be in the form of prizes, virtual currency, or anything else the developer can provide in the context of their app that users would like to receive. These non-skippable videos typically run for 15 – 30 seconds and are currently supported by client-side rewards. The fact that users opt-into these Ad impressions in return for a reward or incentive greatly improves video completion, brand awareness, and/or drives app-installs.
- Higher Completion Rate
- Optimal Engagement
- Ideal for Brand Awareness
d.MRAID Video – Making a positive impact on users with Ad creative is a goal both publishers and advertisers share. MRAID (“Mobile Rich Media Ad Interface Definitions”) video is one way to achieve the engagement desired from the users. MRAID is a technology for in-app advertising designed by the IAB (Internet Advertising Bureau) to communicate rich media actions (i.e. banner expand and close) with different mobile platforms.
Advertisers can bring Ads to life with interactive rich media experiences. Rich Media Ad creatives are capable of harnessing mobile device features such as accelerometers, microphones, gyroscopes and haptic sensors to provide a multi-dimensional Ad experience on smartphones. These Ads are best suited for brands with a compelling story to tell.
Call to actions (CTAs) and response mechanisms for Ads:
- Tap to Call – Execute phone call from banner
- Tap to Apps – Tap to the app store for download
- Tap to Video – Tap to specific YouTube video
- Tap to Expand – Tap to expand Ad unit to custom height with a high level of interactivity
- Tap to Video – Execute video-clip from banner – the ability to put transparency and button overlays on video
- Tap to Maps – Tap to Google map with preset destination
- Capture followers
- Tap to Buy – Tap to make a purchase or place an order
Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it’s convenient for you.
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