|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
Let’s look at Four (4) of the most common ones and tell you
why what they have said are myths:
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
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
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.
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.
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
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.
Labels: Mobile Advertising, Myths, Successful Campaign