Mobile ads are more effective and less irritating than the banner ads. While the banner ads fail to target the specific audience, mobile ads offer just that and more. The chances of overlooking a mobile Ad are also less.
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If you resort to YouTube or Facebook to have some ‘me’ time, avoiding the human interactions, then you might be familiar with the annoying things the social media is flooded with. A very famous example is the ads that pop-up between videos (and no one wants to watch them) but HAS to. Because, well I want to know what surprise has Ellen got in store for Amazing Emeka.
Do I like the random Frontier Internet ad that starts playing just when Ellen is to announce the surprise?
Do I have a choice?
Well, as much as I hate to admit it, but NO, I do not have a choice.
Although we loathe them, mobile ads and banner ads have become very popular among advertisers. However, the former way wins when it comes to promoting your brand, product or service.
Here is how:
The More the Merrier
According to researches, more people own mobile phones than PCs or laptops. You can very well do the math now, right?
More mobile phone owners mean there is more potential for your business to reach out to people via mobile phone ads than banner ads. Stating this fact in terms of figure would translate into 4 Billion people owning mobile phones globally while only 1 Billion having an ownership of PCs. And for banner ads to be visible to an individual, he must have access to the Internet at all times. Because these ads appear on top of or somewhere between a website page. And many people do not have easy access to the Internet (especially in developing countries). Hence, mobile ads become a popular choice amongst advertisers, as they would reach the target market with or without the Internet. And the more people that an ad reaches to, the chances of gaining more customers increases as well.
The Personal Effect
When mobile ads are sent to users, is has a personal feeling to it. It seems as if the company or brand is addressing the viewer individually. More like a one-on-one advertising. When a user comes across a mobile ad, he definitely pays more attention to it and reads the texts carefully. There is a very high chance that an individual might ignore a banner ad because there are so many components that form a single web page. Skipping a banner ad (intentionally or unintentionally) has a higher probability than a page where it is ignored.
Another advantage that mobile ads have over banner ads is the precision. A PC might or might not be in use of the 4-5 family members that reside under one roof. Each family member has his own likes and dislikes. And the browsing history on one PC that different family members use, is so diverse that it makes one wonder. Therefore, there is a high probability that the banner ads on web pages or social media websites will not interest the user. This is not the case with mobile ads. The precision of mobile ads when it comes to targeting the right audience is more than banner ads. Hence, they stand a lesser chance of being ignored. Naturally, these ads receive a more response rate in return, as targeted ads are more interesting and specific.
Ads are Rolling with You
The probability of you carrying your mobile with you when heading out to a café or a nearby bar is higher than carrying a PC. I mean, why would you? And this is exactly what makes mobile ads more beneficial for businesses than banner ads. Advertisers can send you ads according to your location (easy to track via mobiles). And you would obviously be more interested in those ads as they seem apt at that particular moment. Definitely, you will pay close attention to what the ad states as well. Making mobile ad the clear winner in this scenario.
A feature that makes mobile ads so likeable amongst many is the option of direct response. The moment you come across a mobile ad that pleases you enough for you to take an action, you can do so by opting for any of the following options that these ads have:
- Click to call
- Click to SMS
- Click to purchase
With a click, you can place an order and purchase something that you like. The banner ads do not serve this purpose and placing an order after viewing a banner ad is a cumbersome job most often.
Unlike banner ads that show up on your screens anyway, mobile ads can’t reach you unless or until you opt for it. This makes these ads more likeable by the masses. In fact, many people regard the banner ads as some kind of spam and ignore it. With mobile ads, they have the confidence that they are not spamming as they opted for it themselves. I recently received an ad from Frontier regarding Frontier deals and was sure this was not a hoax as I had opted for mobile alerts and ads myself. Hence, mobile ads become more effective.
Other reasons that make mobile ads better than banner ads include trusted billing relationship, triggers, and multiple touch points.