Today, 80% of internet users own a smartphone, estimated to grow to 2.1 billion units by the end of 2016. Marketers have become increasingly savvy on ways to effectively reach these connected consumers; however, “only 20 percent of companies have a defined mobile strategy,” according to Mobile Marketer. “With 62 percent of marketers worldwide expecting that more than 50 percent of their traffic will come from mobile in the next 12 months, it is clear that having a mobile strategy is imperative.”
Even for the most progressive brands, advertising messages across mobile devices need to still first consider audience needs and mobile environment to increase consumer conversion. RFPs traditionally seek audience match, but often overlook the context and timing of messages disseminated to users.
Here are simple ways brands should gut check their mobile strategy to ensure ad campaigns reach the right audiences with relevant messages that resonate.
Lead with contextual storytelling.
+ The most effective mobile advertising creates harmony between the user’s content experience and ad experience. If an ad placement is disruptive to user experience or mindset, the user will learn to ignore it, eventually. Deliver content that aligns with the user’s mobile environment—this will increase your brand’s affinity among users because they will be more genuinely interested in the story.
Drive trust with fully integrated in-app, native ad units.
+ With more consumers using ad blockers and the rise of ad fraud, advertisers should consider ad formats that enhance user experiences. “63.2% of mobile display ads will be native, by 2020.” More so, native ads result in up to three times higher user retention.
Align your brand with trusted content sources.
+ Content is everywhere, so it’s essential that your brand aligns with the most authentic, relevant content sources. “85% of consumers seek out trusted content – credible articles and reviews – when considering a purchase.” When your content is contextually aligned and trusted, it won’t feel or look like an ad to users.