|Photo Credit: insights.mobify.com|
So they have shared conflicting opinions about mobile advertising; “there is nothing like mobile advertising,” “online advertising has all the focus,” “mobile advertising is a waste of money,” “it’s too expensive.” With the barrage of information available, it is becoming increasingly difficult to separate the wheat from the tares.
Despite all these, majority still advocate for mobile advertising as the way to go for reaching a wider audience. Some of these “advice” has gotten in the way of you having a successful campaign.
Let’s look at Four (4) of the most common ones and tell you why what they have said are myths:
1. Online advertising is more effective than mobile advertising
World over, research has shown that mobile is gaining more grounds as less people are purchasing new versions of other devices. A 2014 Terragon group research revealed that over 92% of Nigerians access the internet via their mobile device and mobile internet hits still outnumbered desktop internet hits. An Insightexpress.com research revealed that mobile ads perform 4 to 5 times better than online ads in key metrics like brand favorability amongst others.
This year alone, the Nigeria communication commission reported that as at August, Nigeria currently had 151,018,624 active mobile subscribers. The Communication Authority of Kenya also released statistics report for the period of April 2015 to June 2015 which showed that as of June 2015, Kenya had 36.1 million mobile subscriptions which translates into a penetration of 83.9%.
This proves the wide reach of a mobile ad campaign. However, there are other factors, such as targeting, to consider to ensure that your campaign is as successful as you plan.
2. Customers that interact with ads on their mobile device are always on the go
This has been a long argued discussion amongst circles until AOL Networks and the University of Virginia School of Engineering and Applied Science put it to an end. This in-depth research which was conducted to study how consumers engage with ads across multiple devices revealed that 75% of all mobile impressions collated were served at home. This proves that mobile ads are majorly served when customers are in the right frame of mind to interact with it.
3. Only big and established brands need Mobile advertising
You guessed right. This myth is false. Mobile advertising is a very cost effective way of showcasing your brand to the public. Yes, established companies use it. But it can never take the shine off small businesses.
4. My campaign is a success because I have high impressions on my ads
This can be a little dicey as it depends on the objective of the campaign. Having high impressions is successful to some campaigns as CPA is successful to other campaigns.
To get the expected result, a lot of things should be considered – Objectives of the campaign, Budget allotted for it, Pricing model, Mobile optimized landing page, audience journey, call to action, amongst other factors. It is always advisable to consult an ad expert to ensure you get expected results.